Food Photography | For an Effective Visual Communication

Photography is a visual language and mastering it enables an effective communication of a brand's message.

Developing visual language fluency is the key to reaching people with a compelling message.

Some brands use the same visual language wherever they broadcast their message; while others mix and adapt their visual language based on the media. Overall, let's see what is the message intent through different examples.

For demonstration purposes, the same subject matter -an orange- is represented in various ways to illustrate each technique.

1. Approachable

The idea is to create an environment that feels familiar and communicates from that place that is welcoming, reassuring and inviting.

Here, the vibrant orange sits nestled amongst a colourful array of citrus fruits, enticing you to reach out and pluck it from the display. The presentation emulates a real-life situation - it could be someone's home. The orange and fruits are shown in a way that goes beyond their edible nature, they double as ornamental elements. The purposeful lifestyle display wants the viewer to be inspired and eventually reproduce it similarly.

The intent is to make it approachable yet aspirational and trigger that emotion and desire.

Lifestyle photography has a similar approach and effect. The human presence helps the viewer relate to the situation presented and connect to the product.

2. High value

The concept is to showcase the product in such a way that it is perceived as valuable. The product does not need to be pricey -though it can be.

Compared with the first photo, this image and the feeling it triggers, are starkly different. The orange is singled out as the main focus and depicted in a bold, highly produced manner with a sharp rendering. The orange is out of context and stands on its own. The fruit is objectified, almost glorified. The intent is to perceive the high value of the product and call on the rational mind of the viewer. This photographic style is a typical advertisement look. Here, the value perception is communicated in different ways: The green leaves and water droplets want to convey freshness associated with premium quality; while the background colour reinforces and matches the orange to express energy, rejuvenation and vitality also associated with the vitamin C contained in the fruit. These few elements help emphasise the health benefits and, therefore the product's value.

3. Differentiator

The idea is to point out the product's specificity and make it front and centre.

Here, the orange is observed through a spyglass that reveals a new level of information and details. From a general view and easily recognisable product, the perspective shifts to a very tight focus that highlights the attributes and characteristics. The immersive experience almost feels abstract. The intent is to bring the focus to a particular feature or component. This approach works well to support educational content. The velvety texture of the orange segment or the juicy vesicles -the orange pulp- both offer an unusual closeup view of an otherwise common fruit and aim to trigger curiosity, interest and a shift of perception in the viewer's mind. It is best used to underline your point of difference from similar products or the specificity, and uniqueness of your product itself. It can also help position your brand as an authority by demonstrating your level of knowledge.

These are some ways photography can help you communicate visually with intent. With visual communication, it is important to know your message and target audience, so you can use the best-suited language at your disposal. Just like a presentation aims to persuade an audience using a series of arguments, your visual assets should span through many languages for an effective reach and connection with your audience.

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How to Budget for a Product Photography Shoot | A Guide for Beauty Businesses

You are in that preparatory phase, planning all that needs to be done to put the words out about your new products. Part of that plan includes product photography for your content planning. Yet you are unsure how to evaluate and budget for a photoshoot. It may be your first time and unless you have been given or you have defined a fixed budget, there are chances you may wonder how much should you budget for a photoshoot. And the short answer is prices vary greatly depending on your needs and requirements and the photographer's experience. And asking potential photographers for quotes may get you prices as generic as your request.

So before jumping right into the content creation mode, you have to consider the following elements that can affect your budget. Even if they may not all relate to your needs, let’s talk about all that goes into producing your photos and how it impacts pricing and by correlation your budget.

Production

• Model

  Do you want to feature your product(s) with the warming presence of a model? Or do you want to focus on showing your product(s) and packaging by themselves? There is no right or wrong way, only how you want to show your brand and want it to be perceived. Adding model(s) is often a good idea to help customers better relate to the products. It helps trigger a connection to the product thanks to the human presence. A model can have an aspiration and inspiration effect on the viewer. A model is like a reference that helps gauge the product: The shade may look darker or lighter once displayed on a complexion or hand-holding a product helps evaluate its size. Featuring a model with your product is also a way to give a face to your brand and connect with your target audience. All these advantages come with a price and opting for a model will add to your product-only budget. 

• Location

  Are you planning to photograph your products indoors (in a photo studio or specific location) or outdoors? If you choose to shoot indoors, there is more control over the environment, and the photo shoot will not be affected by weather conditions. The cost of the studio will vary based on the location, equipment, and services provided. Alternatively, shooting outdoors is more cost-effective, as long as there is no permit request and associated fee for the public space. You can also use natural elements around you as props and background to enhance your product photography.

• Makeup artist and stylist

  I always recommend at least a makeup artist on set, even when the model(s) is supposed to have a natural look. The skin preparation of a model can be overlooked, but the visual result makes a difference. A stylist is also an option to consider if you need specific props or wardrobe pieces. The stylist not only sources these items but will style them on set. Both makeup artists and stylists, are important pieces of the puzzle depending on the creative outcome you want to achieve.

• Props

  Props can be important accessories that support your visual brand story. You can either source the props yourself or enlist the services of a stylist who has expertise in finding the appropriate items and styling them on set. Props can add that extra touch to your product photography, elevating the overall quality and reinforcing your brand's message. However, it's important to ensure that the props don't distract from the product itself, but rather enhance its value. 

Licensing

• Visuals

  It is necessary to have an idea about how many images or stop-motion/video you need and their purpose. Creating a handful of images is not the same as producing a whole bank of images. So you may want to take some time to define your needs and think about the objective of each photo and its versatility.

• Usage

  Where do you plan to use the visuals? Do you intend to focus on the online space/internet? Or do you want to print them? The same visual does not have the same reach if displayed, let's say, on your website only, in all your online marketing, or on a billboard. The impact is different and defines the value attributed to the content.

• Time frame

  You may have more return on investment from a visual that performs well over five years than a year. Once more, the value of the image is related to its impact. While it is common for some business owners to think they will use the same image forever, the truth is unlikely. Do you want your brand to be represented the same way in 2 or 5 year-time? To stay relevant with your audience and keep things fresh, you will probably need to renew your visual content before then.

Those are some of the main elements to consider when budgeting for your product photography photoshoot. The choice is yours for each of these components that will ultimately impact your budget. When requesting a quote, having a clear idea about your requirements will help you get better and more relevant pricing. Once you have defined a budget bracket that includes your needs, you are all set to find and a creative partner to help you portray your brand and execute your vision.

Product Photography | Cosmetic Textures | Part 3

A recent test shot where I played with moisturizer and a transparent sheet. It feels good to freely create at times and go with the flow, without expectations. And the result can be surprisingly interesting.

After trying my hand at perfecting the nice looking cream smear, I just kept experimenting, using a transparent film and a comb. And those are the abstract patterns I got to capture. Not your usual cosmetic textures, I have to admit. And even though they are different from each other, the colour palette helps and makes for a compelling series.

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Product Photography | How Light Impacts Your Visual Message

After years of practicing my craft, there are some aspects I tend to take for granted: Like how to read the light and how it impacts our perception and emotions.

Photographers are thought to master their gear, but they truly have to master the light. After all, photography means drawing with light. 

When done correctly, the light in an image can convey a mood and trigger feelings in the viewer. The question is why would you want to evoke a feeling? Well, because when you resonate with a message (be it visual or not) you are more likely to be sold afterward.

• The setup

These two images represent the very same subject: facial oil, lightly emulsified, in a glass container. The point of view is similar but the photos were taken under different light conditions. And as we can see this single difference results in rather distinct visual outcomes. 

• Image comparison

Now let's look intently at each picture. The first one with its soft light -where shadows and light are both subtle- and subdued colours gives a romanticised view of the subject matter. The second image in contrast with its intense hard light -casting strong shadows, crisp contour, and almost monochromatic rendering- gives the subject an edge and a modern look. 

The viewer is likely to have a different reaction or feeling to each image even though they both represent the same subject matter and the only difference is the light condition.

• Why use one approach more than another?

It’s not uncommon to see photographers adopt one particular lighting that becomes part of their photographic style.

For brands, it is important to craft a visual message aligned with their values and identity. The photographer, with their expert use of light can help brands reinforce their intended message: Do you want to emphasise the glamour and glow of using the skincare oil (first image) or do you want to appeal to the young, active, and modern-day woman (second image)?

As technology and tastes evolve, so do visual trends. One of the current trends is using hard light (2nd photo). And as we are all influenced to a certain degree by trends, the challenge for brands is to be inspired by them while remaining faithful to their own values and message.

In conclusion, the next time you create new visual content, you may ask yourself these questions: Does the visual content accurately represent your brand? Does it correspond to your target market? And in what proportion the current trends have influenced your content?

Product Photography | Skincare Texture | Part 1

Recent work done to capture and portray different textures, with a focus on cosmetic texture.

From the clinical look of the gel to the nourishing texture of the moisturiser, there’s more texture to explore. And I will keep updating this new set.

The colours have been corrected to help reinforce the perception of the texture and its nature. The cool colour background accentuates the idea of the cooling effect of the gel, whereas the warm tones convey the richness of the moisturiser.

And to illustrate this point, I include some incidental shots of the gel in black and white. Proof of how colour changes our perception.

View Part 2 of this series

Beverage | Light Study

Light play and creative product photography combined in these shots inspired by the morning light streaming through the brown glass bottles in my kitchen.

I love how light can convey a message and set a mood. I’m always attracted to cinematic visuals for that specific reason. The way the light and the colours draw the viewer’s attention and help tell the story is so special.

Here I wanted to make it feel luxurious, almost precious. The way you would want to enjoy the time sipping that fine brandy.