It's difficult to get mouths watering with just a description of your dishes. Given the option, most guests would prefer to see what they are ordering versus spending the time reading through each ingredient.
Good food photography does more than satisfy ordering preferences: it actually drives speed of ordering. Your brain can process images 60,000 times faster than it does text. If you want to optimize ordering, speed and efficiency at your self-order kiosks, food photography is critical.
Over the last 16 years, we've taken note of the designs that work and those that don't. We’ve put together a photography guide with 4 important strategies to help you benefit from these years of experience. With these principles in mind, you can capture the perfect images for your restaurant...
PRINCIPLE 1: PRESENTATION
Prepare and plate all food items as if they are being judged based on presentation. Give the subject of your shot plenty of extra space on all sides in your viewfinder. Digital cameras take large enough images so that a graphic artist can edit, zoom in and crop without losing any resolution.
LIGHTING IS EVERYTHING! Back light is key to capturing texture and making it appear appetizing. Use a backdrop with a single flat color, preferably white, and make sure the subject is well lit.
Keep these three tips in mind when photographing:
PRINCIPLE 2: CONSISTENCY
All items in one category should be photographed in a similar manner so that it is easier for the guest to scan the images quickly.
Consistency is important, particularly when working on a specific group of items - dressings, for example. If all but one dressing is photographed from a bird's eye view, the guest's eye is going to get caught. Their eyes will hover for an extra couple of seconds, investigating the visual differences.
When you're going for speed and ease of use, you don't want to create any unnecessary distractions. Generally speaking, you'll want to keep all of the items that are on one screen a similar size as well.
PRINCIPLE 3: SIMPLICITY
Stylized food photography is fun and great for specific ads, but when it comes to your kiosk menu, keeping things simple is the best policy. Remember that you don’t need to show the product exactly as it is served to the customer. You can plate the subject differently than how it is typically served. White-ware is suggested because it can easily be removed from the photo if the kiosk design calls for it.
PRINCIPLE 4: QUALITY
It is usually best to hire a professional photographer. Insist on high resolution or raw photos from your photographer, and ask them to leave some breathing room around the plate so that it doesn’t fill the entire frame. High quality photos that are composed this way can be edited to fit a variety of design situations. When you invest in a food photo shoot, you'll want to be able to use the photography in a number of ways. It is best to set up the shoot so that the resulting photos are as flexible as possible.
These four principles will create a visual narrative that entices guests to visit and order from your restaurant. By enhancing speed and efficiency of ordering, great photography can also contribute toward your brand becoming a guest’s go-to restaurant.