A novel, non-invasive imaging technique is proposed that determines 2D maps of water content in unsaturated porous media. This method directly relates digitally measured intensities to the water content of the porous medium. This method requires the classical image analysis steps, i.e., normalization, filtering, background subtraction, scaling and calibration. The main advantages of this approach are that no calibration experiment is needed, because calibration curve relating water content and reflected light intensities is established during the main monitoring phase of each experiment and that no tracer or dye is injected into the flow tank. The procedure enables effective processing of a large number of photographs and thus produces 2D water content maps at high temporal resolution. A drainage / imbibition experiment in a 2D flow tank with inner dimensions of 40 cm x 14 cm x 6 cm (L x W x D) is carried out to validate the methodology. The accuracy of the proposed approach is assessed using a statistical framework to perform an error analysis and numerical simulations with a state-of-the-art computational code that solves the Richards' equation. Comparison of the cumulative mass leaving and entering the flow tank and water content maps produced by the photographic measurement technique and the numerical simulations demonstrate the efficiency and high accuracy of the proposed method for investigating vadose zone flow processes. Finally, the photometric procedure has been developed expressly for its extension to heterogeneous media. Other processes may be investigated through different laboratory experiments which will serve as benchmark for numerical codes validation.