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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Invest in Professional Photography Services for Brand Cohesiveness

Professional photography services are a great way to ensure brand cohesiveness no matter what type of business you are in. With an expert behind the lens, you will get access to years of experience that guarantees high-quality images, which will in turn boost your brand engagement online. Whether you are creating content for your website or looking to use the images in other marketing projects, investing in professional photography services can be invaluable.

In this blog post courtesy of Viviane Perenyi, we will look at some of the benefits of investing in professional photography services for your brand.

You Can Ensure Brand Cohesiveness

When you invest in professional photography services, you can ensure that all content produced is cohesive with the look and feel of your brand. Professional photographers have an eye for detail and will be able to capture the essence of your brand through photos that will help tell your story. They will also be able to create images that match the vibe of your business so that all visuals remain consistent with what you want to project.

Working with a Pro Saves You Time

When you work with a professional photographer, you save yourself time from having to take your own photos or searching online for stock photos that may not accurately portray what you are looking for. Professional photographers understand the importance of creating quality content on tight deadlines and will be able to provide you with finished images quickly so that you can focus on other things. They may also offer other services, such as professional photo editing, which will save you time and money.

Elevate Your Online Presence

Having high-quality pictures on your website or social media profiles can enhance your online presence and make it more appealing to potential customers. Professionally-taken pictures will show off the best aspects of your business while providing viewers with an image they can connect with when exploring different products or services offered by your company. Quality visuals can help attract more visitors as well as increase conversions when used on sales pages or product listings.

Professional Photos Enhance Your Reputation

High-quality imagery speaks volumes about any business’s reputation. It shows that you care about customer experience and want them to have a positive experience when engaging with any aspect of your brand. This type of professionalism leads people to trust what they see from you, which encourages them to purchase items from your store or take advantage of any services offered by your company, leading to increased sales down the line.

Use The Quality Finished Images For Different Marketing Projects

Adobe Express is an awesome tool that allows even those without professional design experience to create beautiful marketing materials. With the permission of your photographer, you can turn your finished images into social media posts or printed materials that can help you spread the word about your products or services. Here are just a few of the projects you can make with Adobe Express:

• Design a professional banner for LinkedIn and show potential employers what you’re all about. Make sure the finished banner is uncluttered and easy to read for maximum effectiveness.

• Make a brochure for your business that showcases your products. This is an excellent way to garner sales! It’s also helpful when your business is represented at a networking event.

• Create a gorgeous slideshow that showcases your products. This is perfect for a business website since it allows you to show off new items or services quickly. With Adobe’s tools, you can put together a stunning slideshow in no time.

• Have an Instagram shop? Make an eye-catching post with a gorgeous product image and clear text. You can customize your post using brand colours or your logo so that followers know immediately that it’s you.

Investing in professional photography services is one way your business can ensure brand cohesion, save time, enhance its online presence, and boost its reputation. With an expert photographer at your side, you can take your business to the next level and build engagement with your audience through quality imagery. No matter what your brand goals are, professional photos can help you bring them to life.

UPDATE: Giveaway is closed and winner picked. Thank you !

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?

Food Photography | How Diptych Can Help You Tell a Story

This food story came to be in the same way as the one there. First I shot a closeup of a cucumber thinking of adding it to my macro collection. After multiple shots capturing best the patterns, subtle colours, and textures, it felt like the idea had to be pushed further.

Diptych is based on the principle that two are better than one. It works like two pieces of a puzzle, completing each other. And the result outweighs the value of each image alone. For a diptych to work, the composition, colours, and light need to complement each other when put together.

The diptych may play on similitudes and variations or juxtaposition and contrasts while keeping a visual coherence.

Here I decided to go for the second approach, which applies to:

• The perspective: To bring interest into the diptych frame, different points of view usually work best. In this case, a closeup shot is combined with a contextual shot. One frame focus on the subject details and the other shows a broader view of the subject as part of a larger scene. Ultimately the overall composition of the diptych needs to be well-balanced.

• Colours: They play an important role in tying together the two frames. Here the warm colour of the background in the second shot creates an interesting contrast with the cool colour (green) of the cucumber in the first shot. The orange background also represents the summer heat in contrast to the refreshing taste of the green cucumber. Also, the orange tomatoes are like little touches reminding the main background colour.

• The light: Soft on one side and hard (strong shadows) on the other.

Yet the diptych is coherent thanks to a shared main subject (food, cucumber) and other subtle elements present in each frame, like the honeycomb-like patterns and the different shades of green.

I enjoy building visual narratives and making a diptych is a playful exercise to do so.

Beauty Photography | On Perseverance

I had this idea for a long while of adding variety in my body of work. As a starting point I wanted to show mature skin models in my beauty work. The main trigger being an image I initially saw online that truly inspired me, opening my mind to the possibility.

As simple as it may sound, the truth is, I had to overcome my own fear to start this project. I doubted myself and my capacity to translate what I had in mind. So it took me some time to finally kick start the project. And to put my determination to the test, I stumbled upon a series of minor setbacks while organising this shoot. The kind that makes you doubt if you’re doing the right thing. The ultimate one being on the day of the shoot when my camera started to malfunction and the shoot prematurely had to come to a halt.

At this point, I have to say that the team on set was just amazing and so supportive. Its spirit made all the difference and helped me look at this experience from a different perspective.

I am grateful I got a chance to meet and work with these lovely ladies and how we managed to get these shots that are the start of something new…

Creative team:

Model: Penelope S. at Silverfox Management

HMUA: Ana Costa

Photographer Viviane Perenyi

Beauty | Alisa

A beauty story with an edge.

After playing with sunlight and a warm natural look in the first part of this shoot, we continued with a very different look.

Here the sun light has been diffused through the translucent white diffusion panel of a collapsible reflector and a white panel placed under Alisa’s face to bounce back the light and fill in the shadow. The light is soft and even. While it’s a flattering light, it does not add much to the story. What make the visual result interesting are:

• The look

Slick back hair, bold makeup and strong expressions result in a totally novel narrative. This time it’s all about the bold and fierce woman.

• The expression

As a photographer, I do appreciate the versatility of a model. And Alisa seamlessly moved from the beach girl’s natural beauty to a sophisticated and edgy woman. I gave her few directions and she brought these strong facial expressions so aligned with the look.

• The edit

The black and white edit removes all colour distraction and creates contrast within the image. As a result the focus remains on the bold expressions and look.

Creative team:

Model @AlisaPensola

Hair and makeup @nicholeleemakeup

Photography @vivianeperenyi

Beauty | Summer Glow

Today’s story is an exploration of that free spirit and summer feel by the seaside when the warm light kisses the bare skin. If you start to see a recurrent theme in those beauty stories of mine, I do too. I guess this Sydney-way-of-life is slowly but surely sinking in.

Here’s a simple deconstruction of how I built this visual narrative.

• The light. As a photographer the light is the first way I think to craft a visual story. Because the light is what brings an atmosphere and what draws the viewer’s attention. Here it’s a play with the natural morning light: direct (third photo) and diffused and the use of a reflector (gold side) to bounce back warm light and fill in the shadows.

  It would have made sense to shoot this at the beach, but personal constraints came into play and we ended up shooting this in an urban park. Would you guess ?

• The look. Alisa, the model here, is the perfect beach babe who naturally matches the theme. Her look is just lightly enhanced to let her raw beauty shine through. In the third and last frames, her pose and the way her bang is pulled back give the illusion of the sea breeze blowing on her face.

• The props. Sometimes it’s the small detail that makes the difference. And the shell here helps to reinforce the concept. It acts as a visual clue, gives a sense of place and brings playfulness in the frame.

Of course there’s more that come into play, but those three elements woven together build the core of this visual story.

Stay tuned for a radically different look, yet from the same shoot in a coming post.

Creative team

Model Alisa Pensola | Hair and makeup Nichole Lee | Photographer Viviane Perenyi

Beauty | By the Pool | Part 3

For the third and last interpretation of the concept ‘by the pool ’, we leave behind the indoor pool.

This time the scene takes place outside, on the private pool deck of a luxurious villa. The subject is leisurely sunbathing on a long chair. Effortless and chic, her natural beauty is highlighted by the warm sunlight, the water reflection and her silky hair flowing.

In reality the set-up was far less glamour. Useless to say that there was no pool in sight as it was all shot in my small living room. And to achieve this kind of lighting I asked Mia to lie down under a large transparent container filled with water. The light was directly pointing to her face filtered through the water swayed by Nichole.

Things are not always as they seem, but I love creating stories.

For the whole editorial story that interprets the theme by the pool you can view Part 1 and part 2

Creative team Model: Mia Brooks | HMUA: Nichole Lee | Photography @VivianePerenyi

Beauty | By the Pool | Part 2

Click through to see part 1 of this series.

For the second interpretation of the ‘by the pool’ concept, the subject is the girl next door who just came out of the swimmingpool after a lap or two. She’s heading to the changing room with her hair and skin wet and her natural beauty barely enhanced.

This series was part of the editorial publication Dreamingless | Issue 49

Creative team Model: Mia Brooks | HMUA: Nichole Lee | Photographer Viviane Perenyi