Instead of focusing on the techniques of using light, props, and angles to tell a story within a frame, let's consider the reasons for creating such a story in the first place.
If you have a food product and your product images accurately depict it, why include additional photos of the product in a setting? The reason is simple: viewers are more likely to remember images that show the product in a lifestyle or styled presentation. The initial product image gives the viewer an idea of what to expect, while the additional images make them want to try the product. The intent of these images is different - they may show an example of a dish that the viewer wants to try and cook, which can inspire them to purchase the product.
The impact of the storytelling image is twofold. It influences the viewer and reinforces the brand's identity.
Emotion
Visual storytelling is a powerful tool that transcends language barriers and captures a moment in time. It can be a social and friendly gathering, a nourishing afternoon break with the kids or an indulging solo midnight snack. The purpose is to invite and connect the viewer with that moment and to become part of the story. They may be familiar with the situation or inspired to get to that moment. A compelling visual narrative always aims to engage a range of emotions in the viewer (curiosity, interest...). And this emotional connection that lingers long after the images fade has the power to stimulate memories.
Playing with different creative levers, like photographic components such as light, colours and composition and styling with carefully chosen props and strategically placed ingredients cement the narrative in the viewer's mind.
The photo illustrating this post could be for a brand of crackers or savoury dips that expects to appeal to and connect with the viewer by creating an inviting setting with a sense of place.
Brand identity
The styled or lifestyle images of the product are an opportunity to infuse the brand's identity in the message. These images go beyond the standard product images and reflect the values and essence of the brand. For example, they may highlight the use of fresh and organic ingredients or the convenience of the packaging for busy individuals on the go.
The visual narrative aims to invite the viewer into the brand's world and resonate with its target audience. It allows brands to communicate their unique story in a way that is memorable, relatable, and deeply impactful. Brands can forge a meaningful connection, leaving a lasting impression to remain recognisable.
Ritz Crackers are a good example of visual storytelling and brand identity. They visually tell mini-stories that evoke moments of different styles of gatherings with a series of creative crackers with various toppings. The result is not just creative and inspiring it it is a way for the brand to illustrate and breath its tagline into each visual: a taste of welcome.
In conclusion, we all love stories. Food product photography goes beyond capturing visually appealing images. It is about telling a story, triggering emotions and connecting with the viewer. It is about sharing the essence of a brand, showcasing its personality and values and the craftsmanship that goes into creating each product. Supporting a product with visual storytelling is imperative for a brand to be remembered.
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