Food photography - a valuable tool in food marketing

Customer acquisition

The entrepreneur has only a few seconds to interest a potential customer. Product photography is of key importance in online marketing. Photos are one of the most effective methods of presenting the advantages of the goods on offer. A special type of product photography is food photography. 

It is assumed that up to 65% of the entire population are visual learners. Interesting images fascinate, encourage interaction and are memorable. Curata's research has shown that the click-through rate increases by up to 47% on visual-dominant pages compared to text-filled pages. No wonder that entrepreneurs willingly use the potential of product photography in their marketing campaigns. Attractive photos translate into growth conversion factor

Food photography – only for restaurants?

Today, in the era of constantly developing new technologies, Internet marketing is growing stronger. Its power is used not only by large global brands, but also by local companies that want to effectively promote themselves in their communities. Restaurants are among such enterprises. Everything in the restaurant revolves around food. Culinary photography is therefore an inseparable element of restaurant marketing. Photos of delicious dishes are a great way to show the culinary artistry of the cook. Food photography often encourages potential customers to visit a restaurant. In addition, it is a great incentive to take advantage of the online ordering option - if the given food outlet offers it. It is also an important element in convincing young couples to use the services of a given facility when they are planning wedding reception.

Did you know that customers buy with their eyes?

We will effectively encourage them to do so!

However, food photography isn't just for the restaurant industry. Its potential is also eagerly used by:

  • catering companies - both those offering box diets and companies that support special events,
  • hotels and other recreational facilities,
  • occasional objects, e.g. wedding hall Lower Silesia,
  • online stores offering food,
  • food producers - photos on packages,
  • culinary influencers,
  • other internet creators in collaboration with culinary brands as part of marketing infulencer

Food marketing trends

Relatively recently, about 10 years ago, food photography was governed by completely different rules than today. At that time, perfect staff, great-looking products and aesthetically served dishes were on the wave. Food was often replaced with artificial substitutes to make it look perfect. 

Today, naturalness reigns supreme in the world of food photography. Everything revolves around an attractive arrangement and a kind of "controlled freedom". A photo of a bitten baguette, which perfectly reflects its crunchiness, will perfectly influence emotions and encourage a potential consumer to buy it.


Food photography is like a virtual tasting. It stimulates the imagination and stimulates the taste buds of consumers, even before physically trying specific products or dishes. A good food photo makes a promise. It makes us feel excited at the thought of tasting the presented product.

Professional preparation product photos is not one of the easiest tasks. It requires experience, creativity and the use of innovative equipment. What is the secret to beautiful food photography?

Food photography from the inside out - the secret to beautiful (and effective) photos

Food photography is a demanding process. First, you need to answer a few key questions. It is worth considering the nature of the photographed product, the context, the preferences of the target group, the history behind the presented product, as well as the emotions that we want to evoke in the recipients. The goal of culinary photography is also important. The photos in the organic food online store will look slightly different than the photos on the official website of the restaurant. 

The answers to the above questions help to outline the overall concept of the project. Thanks to them photography in marketing it actually makes sense.

Lighting is of great importance in food photography. Following the principle of naturalness, it is worth taking full advantage of natural light, which will maximize the appearance and advantages of the presented product. Light can be skillfully played, giving the photos a unique character and creating a unique atmosphere that affects emotions. 

The way the light is arranged is influenced by the reflector, i.e. a special object that reflects and directs light. In food photography, small, silver surfaces are often used (often prepared independently from cardboard boxes and aluminum foil). Small DIY reflectors allow the reflection to hit exactly the place that we want to perfectly illuminate - even with small photo sets. 

The final aesthetics of culinary photography is not only determined by the lighting used. The set is no less important, i.e. the background and the props used. The photo plan must reflect the nature of the product and fit perfectly into the overall concept of the project. The plan makes history. It is a kind of promise made to the audience. Therefore, it must be attractive, coherent, inviting, and at the same time composed in such a way as to perfectly display the presented product.

In food photography, gadgets are very helpful in maintaining the aesthetics of the plan and making work easier. Among them we will mention:

  • brush for sweeping crumbs from the top / plate,
  • philatelic tweezers for carrying small items,
  • a syringe for placing water, sauces or other liquid products on specific elements,
  • clasps and pins for attaching backgrounds, holding fabrics, etc. 

Product advertising online it is not an easy task. Food photography makes it much easier. Thanks to it, it is possible to present the offered goods (or in the case of restaurants, dishes) in an attractive, inviting and aesthetic way. Appetizing culinary photos are a proven recipe for great business success!

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