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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Food Product Photography | Storytelling

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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Food Photography | Texture Colour and Form

Like for any genre of photography light and composition are the essential elements to make a good food photograph. Light is important because it reveals textures and colours in food, while composition plays on forms. Let's see how the use of these features makes a good recipe for an appealing food photograph.

Textures

The overall idea is to appeal to the senses that can not directly engage with the subject matter. Because the taste of the food itself is not possible to translate visually, textures on the other end can be alluded to. The light can give a good idea to the viewer if that food would crunch, feel silky smooth, or gritty on the tongue. Here the smooth ribbons of carrot, on a bed of soft noodles, contrast with the garnish of fresh mint leaves, tiny sesame seeds, and crunchy slices of radish. Lighting food is a skillful technique to reveal the textures of food that can not be tasted. Here the backlighting highlights the contrast of textures in the dish, while the side light shows the radish's asperous skin in the second shot.

Colours

The light reveals the colours. The colours are so primordial to create appeal in food. In the world of food photography, the so-called brown food is known to be hard to photograph as it is not the most attractive colour and easily translates as visually dull. Here the salad with vibrant pink, orange, and yellow hues creates the main colour palette with hints of green (garnish and mint leaves). The natural pink and green hues of the radish are visual echoes of the dominant colour palette in the salad shot. And beyond the food itself, the props play within the same colour arrangement: the lilac backdrop matches the chopstick handles colour. 

In the black-and-white version, you may agree that, despite the forms, textures, and pattern being visually reinforced, the subject matter loses a lot of its appeal. And as a matter of fact, food is rarely represented in a monochromatic way. The purpose of the food photograph is to trigger a reaction from the viewer, therefore the choice of colours is important. You may not like salad, but the harmony of colours in the image makes it more attractive and pleasant to look at and could make you consider it.

Forms

The bulbous shape of the radish contrasts with the root which looks like a long wavy tail. Within the diptych, the shapes are mirrored and create a rhythm within the composition. The round radish is reflected by the circular shallow plate and the direction of the radish root is repeated by the placement of the chopsticks. Because random shapes and arrangements rarely appeal to the viewer, it is important to compose within the frame for a clear visual message. So here, the juxtaposition of circular and linear creates movements and a visual dynamic to initiate interest from the observer.

In food photography, texture, colour, and form are the main ingredients that aim to recreate a sensory experience. You may not get the taste and smell, but expert use of light and composition will manage to build interest even in the food you may have never experienced before. Ultimately the images that have successfully created a reaction in the viewer are the ones that are likely to lead them to try the recipe, purchase the prepared meal, or try that restaurant.

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Food Photography | Mushrooms & Seeing Beauty

I think it's a gift to see beauty in the everyday: Subtle nuances gone unnoticed or details hidden in plain sight. It requires one to be present to pay attention.

When I make the conscious choice to be present, it's like having the senses open ready to surprise me.

We are all attracted to beauty. It's just that we don’t give that name to the same things. Beauty is not just the codified or limited representation defined by society. it doesn't have to be exceptional or grandiose. Beauty is indeed in the eye of the beholder. So in that way, it's a conscious choice to tune yourself and your receptors and notice it any time and anywhere you happen to be.

These humble mushrooms pictured here, are the perfect example. From their neutral colour palette harmoniously packed in the box, to their soft textures and rounded shapes; there is something delicate yet rustic about these fungi. They are, for an instant, more than simple ingredients. They become a source of interest and inspiration.

It may be a fleeting moment, but it's enough to uplift the mood and feel grateful to witness this unassuming beauty. It triggers joy to notice and get a chance to capture it too.

And you, do you take a moment to appreciate something beautiful in your own surroundings regularly? It's a practice. And like any mindful exercise, we get better the more we do. I find it an important practice as it helps to fuel my inspiration. Truly beauty is everywhere for the ones who are ready to receive it.

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.

Food Photography | Through the Macro Lens | Part 2

I recently curated an Instagram guide about textures and colour (mainly in food) that reminded me of this food macro series I started a while ago. Here’s part 2 of this ongoing project.

The subject: The underlying theme here is transparency. The thin slice of Meyer lemon or the glistening pomegranate seeds allow for this kind of play. After trying other options with what was available in the kitchen, those were my preference. The pomegranate seeds may not be well defined but the visual result has a similar vibe, looking fresh.

The setup: We are in lockdown right now and setting the lights is not the most convenient with the family around. So I played with the sunlight. I placed the slice in a transparent sandwich bag taped against the window to let the midday sunshine go through. This simple setup with the backlight lets the interesting details come through.

The styling: In macro food photography styling is minimal but details are important. The pattern of the lemon flesh is captivating in itself, yet pressed against the clear plastic bag, the lemon slice livens up with small air bubbles and juice showing. Similarly, the droplets of condensation from the pomegranate juice bring additional appeal while giving the illusion of a refreshing drink.

As the topic of food through the macro lens is a work in progress that needs further exploration, you can expect more coming soon.

View part 1 of this macro food photography series.

Food | Close and Personal | Part 1

Macro photography is a genre of its own. While photography is categorized by subject matter, macro photography is different because it is more about perspective than the subject in front of the lens. The close-up technique gives a new dimension to any subject matter. And the focus right here is on food.

The question then is why use macro food photography? Different reasons can justify the use of a macro lens. It is a bold way to present the subject matter. The close-up frame gives a different perspective and visual interest. And it can make for an engaging visual story when combined with standard food photography shots.

A powerful way to showcase a subject

Macro food photos can have a unique visual impact because they highlight the finer details and intricacies of the subject matter. The tight frame makes it feel intimate, with a new scale of reference where the smallest details are amplified. It can almost seem tactile with the textures magnified and the patterns enhanced. The colours fill the entire frame at once creating eye-catching visuals. The most common food is given a different outlook and visual appeal. The ordinary cabbage leaf is rendered as a beautiful natural wonder.  

The points of difference 

We tend to overlook what we are used to seeing often and pay more attention to what seems unusual. Macro food goes beyond the conventional way food is portrayed. The close-up perspective is the reason why it creates visual interest and a sense of novelty. It is important to note that macro photography works best with a single subject matter: ingredient or preparation -such as condiment or sauce- rather than a dish that would add visual complexity to the tight frame. And while you do need a macro lens to produce macro photographs, using a macro lens does not systematically equates to macro photos. When elements and details are magnified at or beyond their real proportions is what makes a macro shot.

Visual storytelling

The tight crop and focus on a single subject matter almost disqualify macro food photos from the storytelling perspective. Yet they evolve into strong visual elements when paired or combined with traditional food photos. 

For example, this food story was built by including a macro food image as part of a diptych. The macro photo helps emphasize a particular aspect and strengthen the overall narrative.

Macro food photography is a specific technique of food photography that may be underused and underrated, yet a valid approach to showcase products for particular segments of the food industry. 

Check part 2 of this macro food photography series

Food Photography | How Would You Like Your Eggs ?

This is a little story inspired by the fresh, beautiful and colourful eggs pictured below. And as you will read, the story goes well beyond the food photography realms. Initially, it was just the portrait of a kitchen staple, prettily tucked in its carton. Yet after going through my photo archives, I stumbled on the second image and the draft of a story emerged. I call it a patchwork story, made of separate shots gathered to make up a narrative.

In the end, a food story that carries analogies and reflections.

1/ Differences

Together these eggs showcase their uniqueness and differences: small, speckled, and green... yet they create a beautiful harmony full of contrasts. It is their differences that make them all the more attractive and appealing, for they remind us of the power of diversity. Each egg, with its distinct attributes, contributes to the collective beauty. Like a reminder that diversity is not to be feared, but rather cherished and embraced.

2/ Transformation

Eggs, humble and unassuming, hold the promise of transformation within their fragile shells. Boiled and peeled, whisked into a creamy mayonnaise or cooked into a luscious curd, eggs are incredibly versatile. They are essential not only for their nutritional value but also for the countless ways they can be used and prepared. Their transformative quality makes them an indispensable ingredient.

Beyond seeing beauty in the difference and the evolution, I can not help but find similarities between these eggs and us as individuals. We are all beautiful because we are different. And who we are now does not define how we will evolve. Each of us can grow, learn, and transform. Our potential to evolve, both individually and collectively, is limitless.

As a seasoned photographer, I capture through my lens the diverse beauty of life. And besides these analogical thoughts, this may be the start of a photo project and visual exploration.

Lemon curd recipe here.

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Hi, I’m Viviane, food photographer based in Sydney Australia.

I help businesses with on-brand and authentic visual content. I would like to hear from you and your project.