Food photography: trends and tricks for gastronomy
Food photography is hardly as important for any other industry as it is for the catering trade. Whether photos are for websites, marketing or social media content, food photos are becoming increasingly relevant and popular. Epu Shaha, managing director and photographer at Epu Design GmbH, tells us how restaurateurs can benefit from food photography and what new trends and tricks are out there.
While food photos used to be perfectly staged, they are becoming increasingly authentic these days. The rise of food bloggers and food influencers on social media in recent years has greatly changed the way food products are photographed and food and beverage brands are marketed to consumers. User-generated photos and images that offer a glimpse behind the scenes are among the top trends in food photography that we will continue to see more of in 2021. Here are 4 food photography trends and tricks that restaurateurs can use to benefit their brand:
Show authenticity
This year in particular, more and more people were cooking at home. Families spent more time together and were able to enjoy meals together more often. Making food look authentic yet appealing was therefore more important than ever this year. Crumbs, stacks of plates and meals with forks removed have been more popular with consumers. Photos showing multiple servings have become more popular and will also be seen more often this year. As brands increasingly use Instagram and food bloggers to market their products and services, we are seeing a growing demand for user-generated content and photos that appear authentic and credible.
Storytelling
Storytelling for food photography? Exactly. Even with food photos, you can tell a story, represent a culture and bring the user closer. And that is exactly what is desired. Consumers in our culture- and sustainability-conscious society want to learn about the story behind the food and find out about the people, the environment and the source of the food. Including people, props and backgrounds in food photography creates a narrative that triggers emotions in consumers and strengthens brand trust.
A look behind the scenes
Over the past two years, it has become clear that users are particularly interested in taking a look behind the scenes. People want to see how products are made or dishes are prepared. As a result, more and more restaurants have been giving customers a glimpse into their preparations, allowing them to see the entire cooking process, for example. Step-by-step recipes and videos give consumers the information they need to recreate dishes at home. TikTok and the Reels tool on Instagram enable restaurants to produce branded video content that offers a range of benefits. Such videos are becoming increasingly popular and can be used to convey important information in an easily digestible and appealing format.
Optimise lighting conditions
The cornerstone of photography is light. Bright, natural light looks authentic and intimate, and is becoming increasingly popular in the world of social media. These photos are also characterised by a rich interplay of light and shadow, which lends the products depicted a certain elegance. However, natural light is often produced using studio lighting. After all, the sun doesn’t always shine. But wait a minute. Can you still call it natural light? To produce well-lit photos, you don’t have to go to a photo studio right away. Photographers can also work on location with various props to capture the perfect image. However, you don’t need a professional camera or professional lighting equipment to produce naturally beautiful photos. Even with studio lights, it is recommended to set up the photo shoot near a window. The natural light creates natural shadows on your product, bringing it to life.
The same rule applies to all food photography trends: the food plays the leading role and should look absolutely delicious and whet the appetite. So what are you waiting for? Grab your camera or mobile phone and tell your own story.
Still not quite sure where to start?
Don’t worry. We can help you. Contact Epu Design Ltd for an initial consultation.
EPU DESIGN GMBH
+41 79 849 45 73
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