Our grandmothers’ jams, brioche still hot from the oven, rumsteak cooked to perfection… These simple things are enough to awaken all our senses. And indeed, today, the trend is towards culinary photography. People like to see and share audiovisual content representing food (dishes, unprocessed food, etc.). These photos inspire, whet the appetite, awaken the senses of your potential customers. It is therefore a good way to promote your business: restaurants, food processing, bakeries, chocolate shops. Taking culinary photos will allow you to highlight your company. In this article we will see why you should rely on these photos, how to use them in your communication strategy and finally some tips to make beautiful food photos.
If your company has an activity related to food, whether it is a simple industrial transformation or a direct restoration/sale, it is interesting to take culinary photos to promote your activity.
Indeed, nowadays, photographic / video content has a strong impact, especially on the digital world, because it attracts the attention of Internet users. In addition, a photo or video can often make a bigger impact on people’s minds. What could be better than to showcase your products to make your mouth water?
Moreover, food represents a real pleasure. We like the products we consume to be beautiful, well presented. This gives them a greater appeal. Between two pastries with the same taste, a customer will choose the most beautiful one. Carrying out a good culinary photo shooting will therefore allow you to enhance your work in processing raw products and presentation, and thus improve your sales. A beautiful photo can go even further, it can also make it possible to transcribe a smell, a taste, a texture, thanks to the staging. The capture of these elements, combined with the appropriate time to publish the photo, will create a desire among your potential customers. Indeed, who has never had a sudden craving for hot chocolate or hot tea in the middle of a snowstorm?
For these reasons, it can be very effective to integrate the right culinary multimedia content into your corporate communication strategy.
Once the photos have been taken, it is essential to use them in such a way as to obtain the greatest benefits. Here are some tips to make the most of your culinary photos.
Today, most companies, regardless of their size, have a website. This allows you to give your company a wide visibility. If your company is part of the agri-food sector, it is important that your website contains photos of your products in order to show the type of products you use, the quality of the products, your different preparations.
For example, a restaurant may highlight photos of its most characteristic dishes, their presentation on the plate. This will make Internet users want to come and taste them. An agri-food processing industry can show products before they are processed, in order to highlight their quality, and after processing, to convince their customers.
The visual is essential when it comes to food because all our senses are stimulated when we eat.
In addition to illustrating your website, food photos can also be used for decorative purposes in your restaurant. Printed in large format and framed, they allow you to personalize your interior design, while whetting the appetite of your customers. Many online printing sites now offer quality large format printing at a lower cost. The same culinary photo shoot can therefore be used several times.
Culinary photos can also be used in B2B food companies. Indeed, for food, it is important to put visuals in your product catalogue so that potential customers can see what they are buying. You can therefore use your food photos in this context to present your different products and make people want to eat.
Finally, to give your company visibility, social networks can be exploited. One thinks in particular of Instagram where the food trend is very present. Thus, beautiful culinary photos will be shared and thus seen by a larger number of Internet users.
For example, a chocolate maker will improve his reputation by regularly presenting his creations. If these are well highlighted by the photo, they can lead to many likes, comments, sharing, and thus develop the number of its customers.
It is also possible to make culinary videos. They can highlight the process of making your products, the processing of your food from A to Z, etc.
On social networks, the trend is towards photo and video formats. A well thought-out strategy and quality photo / video content will allow you to take advantage of your social networks at a lower cost.
Beautiful culinary photos should allow you to discover the flavors of a product only by seeing it. For this reason, two important things: the staging during the photo shoot and the post-production.
The food photo is first and foremost a staging game. The image produced must tell a story, immerse the viewer in an ocean of flavours and scents through sight alone.
For example, for food photos that have to reflect the “traditional dishes” and “flavours of yesteryear” aspects, old utensils can be used. Wood and warm colours will also give this feeling. For more modern achievements, experimental, the director will prefer a more minimalist style of photography with colours in white/grey tones, flat surfaces, fewer utensils.
A cold colored background can give a feeling of freshness to the food, while a black background will bring authenticity to the scene.
To give a more human side to these photos, the photographer may also decide to show an arm, a hand or an entire person cooking. By integrating this into a diagonal, we can create a strong dynamic.
Secondly, post-production plays a crucial role. It is necessary to play intelligently with colors, filters, shadows in order to transmit good feelings without distorting the photo and by extension the product. For example, adding a touch of shine to chocolate will make it more delicious.
For the rendering to be of high quality, this work of production and post-production must be carried out by professionals, for example by an audiovisual communication agency. This makes it possible to obtain a more artistic and professional culinary photo, and therefore more impactful. A good post-production gives life to the image, allows to transcribe the smells, flavours, textures.
Our Lakeprod photo / video studio offers you the opportunity to create your food photos as well as their post-production for a stronger communication. Our professional photographers have already had many customers in the culinary field and are therefore specialized in this sector. You can see some of our achievements on our website to get an overview.
Feel free to contact us if you would like more information.