TCT Branding - Blog - Shot winner food shot for Packaging

4 High Score Tips to crack a Sure - Shot winner food shot for Packaging

How many times have we ended up buying a food product, tempted by the drool foodpic/ food photography shown on the pack? Most of the times you are literally “eating with your eyes”, and food which looks good will taste better. Additionally, a food image is often the first and only opportunity a person may have to make a decision on whether to purchase. The visual element of food is a vital part of the decision-making process.So a right kind of visual on your food packaging can not only move the pack out of the shelf at a great speed but do wonders to your brand.

So here are a few tips to make sure you are treating your food shot right for the packaging.

Here as the Key Aspects that will help you as a Brand Designer, Brand Owner to brief the food photographer, or choose the right image or even eart direct a shoot to get the best results for packaging

Optimum Camera Angle

Using tops angle for the food shot is the trend that we are seeing rampant, whether its instagram, a glossy magazine spread, even some of the packaging. Well a greatly composed array of food or an designer plating can look like a work of art from the top angle but it seldom works for packaging. In Packaging one needs to focus on a specific product, what lies behind or on the side is seemingly insignificant. Two main reasons being the limited real estate and the limited attention span. The money shot as I would call it has to be anything but attention grabbing.
We are habituated to looks at the food at a certain angle that gives us a sense of comfort and moreover accessibility. In that sense a completely top angle may fail to evoke any emotions making the food look seemingly distant and flat. However that does not mean a top shot wont work. If one is working on a cartons, for product with high involvement, a toppins shot that also covers the ingredients around the product can work well. The safest, most comfortables angle for food are these.

Background

In most cases product will be clipped out from a background and placed on a digital one, so it is important to know what actual color of the package background it will be.

You have to match the color (or at least get as close as possible), to avoid glowing look (in case if you shoot on a bright background and item will be placed on a dark), or dark edges , when you shoot on dark, and product was placed on white package. The photographer may not always be aware of this, hence someone has to ensure the color of a the packaging beforehand. Also, make sure the background can be clearly separated from the object: white background should be at least 2 stops brighter than the object, black should be darker, so the edges of the object are clearly visible.

Lighting

The lighting for packaging shot has to be crisp, one that makes it a fresh, super clean, evenly lit, mouth watering money shot for the Brand. Nothing makes the food look more appealing than the warm, natural light. While the lighting close to natural light brings the affinity factor, food image has to look sharp and crisp as that brings out freshness and quality. Looking at food in natural light brings about an immediate sense of familiarity and connect with the consumer.

To much of white light and unnatural settings can kill your products shots. Even if low on budget, a simple set up with a light tent & Three light stands works. Oce can get a perfect illumination by positioning the kit on two sides and one top light as the light gently diffuses through the Nylon material.

Focus