Food Photography
Food photography is something Neil is quite passionate about. It’s mainly because he loves cooking and eating and is a bit of a “foodie” at heart. His family says ‘he cooks everything with wine and may even put some in the food!’
Food photography can be the differentiator between what the competition is offering and your product. This is particularly important in today’s world where people are actively shopping online or perusing your menu. They are quick to click away if your offering is not appealing.
A table talker is a great choice for those specials and promotions when your customers are in your restaurant. Appetising pictures at the table can often sell the item long before the waiter arrives.
Companies and large food suppliers use food pictures all the time in their advertising, in print, on flyers, in-store and in local newspapers. They understand the power of using professional photos to sell food long before you have tasted it.
Walk around any food store or supermarket and most take-out restaurants and you will witness how food pictures make your mouth water just by looking at them!
Neil mostly shoots for restaurant groups and for package design labels, in the studio and also on location. For the restaurant groups, he will often take photos in the ‘what you see you will get mode’. Simply put – if the menu offers a 250gram fillet steak and 200gram french fries, then the items are carefully weighed before setting up the shoot. He believes it’s important to convey the correct imagery to the consumer.
Food Styling
Over the years, Neil has picked up a lot of food styling experience, but no one does it better and quicker than an expert. This is why he prefers to work with a very experienced food stylist who has styled for most of the largest food companies. Alternatively, he will work with the resident chef. Working as a team most often enhances creativity and flair which brings out the best in the pictures.
He maintains it’s best to capture photos which accurately present the food the way it is served at the table. It is also preferable to shoot at the correct temperature to show the textures and glisten under consistent studio lighting. However, when shooting on location at a lodge for instance, he will also use available window lighting augmented by reflectors. He may opt to use added lighting for the dishes and even incorporate some of the décor.
In cases, the client may want the food to be set up with other props such as bottled condiments, olives, boxed spices and cooking utensils or grills. Here it’s vital to make sure that the props look just as good as the food does. This presents a different challenge because the lighting might not suit the extra items in the picture. This is where years of experience and innovation comes to the fore.
Another technique is to shoot very close-up to highlight the main subject such as a slice of cake or a single prawn. The advantage of this approach is it can show up the texture or succulence which creates impact. In this case, most often the surrounding elements are purposely out of focus.
Remember – when it comes to food, we often eat with our eyes and imagination long before we take the first bite! Professional food photography is vital to making this a reality!