Is photography your business’s missing tool?

Rob Pomfret, 10th Jun 19, 3 mins

Picture of a leica camera on a pink background

It’s safe to say that the modern smartphone has created a disturbance in the photography industry, bringing impressive camera specs for such a small piece of hardware. So for the everyday situations, this satisfies most people. However, when it comes to professional use, the quality of these images is not sufficient and usually lacking the style of a photographer.

This is particularly noticeable in the food industry, where photography can completely change the mind of the customer. Whether you run a world-class restaurant or a start-up food blogger, good photography is a fundamental resource.

As somewhat of a foodie, I like to get out my DSLR and spend several minutes (until the food inevitably goes cold) attempting to get some pleasing shots. Practising to get the right style which fits my personality, which I intend to use in a personal project; designing my cookbook. This process has led me to do a fair bit of research into food photography from both restaurants and catering companies such as MH Catering. During this research, I noticed that websites with poor quality photography appeared more unorganised, even on a well-designed website.

Chicken cooked in a skillet pan at The Tasting Room in Tarporley, Cheshire
Oxtail tortellini starter at The Tasting Room in Tarporley, Cheshire

Photographs by @CookingBlind for Ejigsaw

This is likely because of a lack of a theme or style. I should stress that when I say ‘style’ or ‘theme’, I am referring to a whole complex of factors such as exposure, image treatment, focal point and so on, not just shot angle. For example, the food photographer Bacon on the Beech uses a slightly under-exposed style with deep blacks and broad focus. As you scroll through his website, it is clear all the compositions follow similar rules.

The effects of good photography have a profound influence on the user’s opinion, not only making your product more appealing but uniting a website or social feed. In the food industry, there is a lot of focus on visual appeal, and with modern phones and cameras taking pictures has never been so accessible. However, as we all know, a good camera doesn’t always mean a good photograph! When it comes to making your business stand out, good photography may well be your missing link.

Photography is a powerful asset, and if done right, will help communicate your business to your customers. Having your own photography also enables you to stand out from others using stock images.

Rob Pomfret, Designer, Ejigsaw

Before you get any pictures taken, you need to have a clear vision of what visual style you want to represent your brand. Does an overexposed with a white background fit with your branding or a washed-out vintage theme? Having a clear intention of how you want your photography to bring your brand to life will make your visual communication much more effective. Once you have this in mind, invest in a professional who can portray your vision. It could be a one-time investment or regularly, but if prepared, the result will be much more cost-effective.

Photography is a powerful asset, and if done right, it will help communicate your business to your customers. Having photography also enables you to stand out from others using stock images.

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