F&B Imagery

Human beings eat with their eyes! The brain processes images faster than any other kind of information. A gorgeous food image, professionally designed and placed into a catering scenario, should elicit an emotional appeal that delivers a sense of desire, towards the product displayed in the design. This type of emotion creates a more profound and lasting connection between the design and the viewer.

If we travel back in time, our ancestors would judge what they ate through colour and feel, we have slightly progressed, but presentation and how your food looks, is still king in the consumer world, therefore paramount to our design planet. Based on everything we have learnt through history, the power of food photography and imagery for the whole of the food & beverage category is critical.

Great F&B product imagery creates customer confidence, gives a quality impression of your business, provides credibility to your social media marketing and if we cut to the chase, great looking food and beverage products SELL!

Colour and composition of a food image draw designers into these elements which help create visually compelling and effective designs. This approach is critical for digital design, where you need to capture the audiences attention quickly. Food imagery can be used as a powerful marketing tool to attract and maintain interest, leading to higher online engagement and retention of information.

Different cultures have unique culinary traditions and iconic dishes they are globally renowned for. By using food imagery that represents a particular culture, a design can connect with people from that background and resonate with their experiences and memories, perfect for venues where many different nationalities frequent.

Another valid point I must make is the the relevance of the food imagery you use against what you actually serve, customers will soon complain if the burger doesn’t look like the image you promoted on the instagram post, or the digital menu which helped influence the shoppers food choice decision, so we do have a design responsibility to develop realistic imagery in certain genres of communication. I have often sat in meetings to discuss the image we have used against the time and cost it would take to garnish a chilli or a jacket spud.