On-Brand Imagery: What Your Photos Say About Your Food
What is Brand Imagery?
Brand imagery is the visual representation of your brand identity, and includes the photos and videos on your website, social media, print marketing materials, and more. Often confused with brand image, it’s more about how your brand represents itself through images rather than how the brand is perceived by the public.
You can use images and videos to sell people on your products and share about your business’ values. See the following examples:
If one of your key differentiators is your regenerative growing methods, showing photos of soil teeming with life, and happy, healthy plants can send a powerful message about your priorities.
If your restaurant prides itself on providing sustainable wages and a positive work environment, using photos with happy employees in their workspace can be really impactful.
Dos & Don’ts of Selecting On-Brand Imagery
Whether you are taking photos yourself, hiring a professional photographer, or using stock images, keep the following dos and don’ts in mind!
Do: Use Natural Lighting
Natural light is the best, cleanest light for all photography, but especially food photography. If you’re taking photos outside, overcast days are ideal because there is subtle natural light without the washout from full sun conditions.
For indoor photography, sunny days are best because light in the room is maximized. Choose a spot by a window that’s out of direct sunlight.
For more photography tips, explore our free phone photography download!
Do: Showcase Attainable Inspiration
The content of your photos should inspire people to want your product by showing them how their lives will improve by choosing your business. Displaying a person’s dream lifestyle, all thanks to your product or service, is a great way to motivate and encourage them to purchase from you.
Do: Focus on Authenticity
Of course, you want your food photos to look perfect, but food photography that lacks authenticity may come off as unappealing. No one wants their farm-fresh beef burger to look plastic! Using realistic, authentic images helps make your brand relatable, honest, and trustworthy.
Do: Use Images to Illicit Emotional Responses
Think about how you want your customers to feel when they use your product, shop at your store, or dine at your restaurant, and use images that invoke those feelings. If one of your selling points is building community over shared food, show happy people enjoying a meal together!
Don’t: Overly Edit Your Photos
Using too many filters, or making tons of edits to your photos can make food look unappealing and highly processed. Especially in local food, people want the food they put in their bodies to look natural, clean, and appealing.
Our Social Media Toolkit not only includes social media tips, but offers phone photography insights, photo editing advice, and Lightroom presets. Purchase it here!
Don’t: Ignore What’s Important to Your Target Audience
Even if your personal preference is highly saturated or highly edited photography, consider if it makes sense for your brand. Your main goal in marketing should be to strengthen your audience’s connection to your brand, so choose imagery that your customers will relate to and connect with.
Food Photography Tips
Photographing food can be challenging, so use the following tips to get mouth-watering results your customers will love.
If You’re Selling Fresh Produce:
Water droplets on produce look clean, fresh, and delicious!
A little dirt on the roots of a veggie reminds customers of where it came from, and that it’s all natural. Just keep the dirt on the rest of the plant to a minimum.
If You’re Selling Prepared Food
Behind-the-scenes shots of people preparing food can be great, just make sure to have a clean workspace.
Show the food in a variety of ways–ingredient prep, in the process of cooking, nicely plated, or being eaten by customers. Even a clean plate sends a strong message!
Get Support With On-Brand Photography
We happily help farm and food businesses find photographers who will capture your products and business in the best way. Let us know if your photos need an upgrade!