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EYE APPEAL IS BUY APPEAL - Quick Tips and Insights to Improve Your Photography As a Food and Hospitality photographer based in Auckland, the restaurant & cafe sector mean a lot to me, and I know how important it is to have mouth-watering imagery to show off your brand and tell your story.
By GARRETT KIERNAN, Commercial Food & Hospitality Photographer www.garrettkiernanphotography.co.nz
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he visual appeal of food is undeniable, and quality photography is what can make you stand out from your competitors. It is one of the key reasons why customers choose a certain drink or food and think of your restaurant every time they feel hungry or thirsty. Picture this for a moment? A simple behind the scenes video clip, beautiful photographs of your new menu or images capturing the incredible ambiance and interior of your business. It’s a no brainer, engaging content that’s on brand does require a certain investment, but the results are worth every bit of your money and effort. So, if you are at the point where you have decided you need quality photography to promote your business, it’s probably time to consider hiring a professional photographer for their guidance, expertise, and experience. Their knowledge will be invaluable when it comes to understanding how you can use the content you’ve purchased to the fullest. For those businesses that are restricted by budget or just not ready or sold on the idea of getting a professional photographer on site, the good news is, there is still plenty you can
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do yourself to instantly improve your own photography that will bolster your marketing efforts and generate a buzz around your offerings and services. Below is a super useful do it yourself guide I’ve put together to get you started with the basics of food and beverage photography.
HOW TO GUIDE 101
The following tips will give you a quick introduction on how to start creating beautifully natural looking photographs with minimal camera equipment and experience. STEP 1. LIGHTING SET UP: I recommend using natural light. Find a place near a window, or even outside in a courtyard that is well lit without being in direct sunlight. For consistency and look of your photography always shoot in the same place at the same time of the day and quality of light, use a sheet of white card to bounce light back into your subject to lighten shadows, and use a 5in1diffuser (available from your photography store) to diffuse and soften harsh direct light. STEP 2. BASIC CAMERA EQUIPMENT: You will get the best results from a digital DSLR camera and tripod. I would avoid using a mobile phone, they lack quality and they are nowhere near as versatile as the photographs you will get from a digital DSLR camera. STEP 3. SIMPLE CAMERA SETTINGS: If you’re a
beginner use the auto setting for image consistency when you are familiar with your camera that’s the time to start experimenting with the manual camera settings for creative effects. STEP 4. STYLING: Collect a few reference images off Pinterest and create a mood board, it’s always good to have inspiration to refer to, use the freshest ingredients and remember less is more, think about scale. Consider whether you want to include props or use ingredients as garnish to tell your story and try placing components of the shot in groups. STEP 5. COMPOSITION AND PERSPECTIVE: Positioning off your camera should either be low at 10-40 degree from the table or overhead for a flat lay look. Your subject will determine which angle you decide. Apply the rule of thirds when placing and framing up your subject (look this up on google for a description of what this means). Additional Tips: From your local library source out a book on food photography and styling, it will be super useful. Find a free or trial version photography editing program to add the finishing touches to your images. I really hope that you have found this quick reference guide useful. Remember it takes practice and perseverance to become a great food photographer and you have just taken a massive step. Congratulations!
