In the world of Food & Beverage, images are an essential part of marketing. From photos of your space to menu items and events, great images can draw customers in – and poor ones may drive them away. Professional photo shoots are often needed for brand imagery, but with social media feeds needing constant attention to stay relevant, many hospitality businesses are also creating their own images to post.
With the high quality of phone cameras these days combined with some basic editing software, it’s relatively easy to create great images that will entice both first time and repeat customers. It does, however, take a little bit of know how and practice to achieve the look you want.
Taking professional looking food photography requires a combination of good lighting, composition, and attention to detail. If you are just starting out or looking to improve, here are some tips:
Use natural light: Natural light is the best way to capture the true colours of your food. Avoid using harsh, artificial lighting, which can cast unflattering shadows or change the colour of your food. Try outside if you have a good space for it, or next to a window - either way, choose a time of day with soft, even light.If your place is dark or you must use artificial lighting, do some research into reflectors, lights and diffusers. There are inexpensive options out there, many of which can be used with your phone – it’s just a matter of finding the best choice for your needs and budget.
Choose the right angle: Try different angles to find the most flattering one for your dish. For example, shooting from above can show off the layout of the ingredients, while shooting from a low angle can emphasise the height of the dish. Choose the one that best tells the story you are trying to convey. Focus on the details: Details such as texture, colour and garnish can make a big difference in your photos. Take the time to arrange your dish nicely, and consider using props such as utensils or a napkin to add interest to the shot. Before you shoot, be sure that everything is clean: smudges on glassware, dust and the stray bit of garnish show up clearly in photos. Keep it simple: Don't overcrowd your frame with too many elements. Focus on the main subject and keep the background clean and simple. Too many items in the shot can look cluttered and distract from the dish you want to highlight. Edit your photos: Editing software such as Snapseed, Lightroom or Photoshop can help you adjust the exposure, colour balance, and other aspects of your photo to achieve the desired look. Don’t go overboard, however; food photographs are best when they look natural. If no one on your team has used editing software before, there are lots of online tutorials available to get you started. Look for inspiration: You may already have a style that you prefer, but if you need some inspiration you need only look to Instagram. Finding images you like can help inform your choices on props, backgrounds and lighting, which are especially helpful when you are just starting out. Practice, practice, practice: Like any other skill, food photography takes practice. Experiment with different lighting, angles, and compositions until you find your own style and technique.In addition to honing your technique, think about your brand and the story you want to convey. The best images will not only look delicious, they will connect with the viewer and evoke the feeling of your restaurant, cafe or bar. A big disconnect between what you put out there and the actual experience may have a negative effect on customer satisfaction.
In summary, you can create great food photos without having to dive into your marketing budget or purchase special equipment. While the occasional professional shoot will likely still be needed, this is a great way to build effective social media campaigns and connect with both your regular and potential customers.