Investigating Specialist Practice (Distinction Criteria) - Desklib

This investigation intends to highlight Starbucks products and make it suitable for usage at hospitality firms through food photography. Learn about coffee types, quality products and Starbucks offerings along with food photography and coffee photography.

INVESTIGATING
SPECIALIST
PRACTICES

TABLE OF CONTENT
Step 2: Introduction
Step 3: Mind map
Step 4: Mood board
Step 4: Secondary research
Step 5: Final mind map
Step 6: Research
Step 8: Final Mood Board
Step 9: 3 key reference images
Step 10: Statement of intent
Step 11: Final Design Outcome
Step 12: Evaluation
Bibliography

STEP 2: INTRODUCTION
•The career pathway for this investigation is Hospitality
(BA HONS), with coffee research as concept and food
photography as specialist area.
•Photography is used by hospitality organizations for
promoting their products in visual mediums such as social
media and advertisements.
•This makes it highly important for hospitality marketing
(Friesem, 2019).

Hospitality (BA HONS)
Coffee ResearchGood
Light and
Texture
Coffee
grind Size
Age of
Roast
Coffee
Pastry
Coffee
Beverages
Food
Photography
Coffee
Types
Coffee
Quality
Coffee
Products
Camera
Composition
and angle Robusta
Liberica
Excelsa
Arabica
Framing Objects
or main dish
Complimentary
propos with
food
Coffee
restaurant
Gram
throw
zz
Coffee
Brewery
Starbucks
Restaurant
Chain
Local
Coffee
Joints
STEP 3: MIND MAP

STEP 4: MOOD BOARD

STEP 4: SECONDARY
RESEARCHThe simple photograph of Coffee is shot at 90-
degree angle. This overhead perspective helps
emphasize graphic composition mainly lines
shapes and shadows of the object
(RODRIGUEZ, MASUKO and
YAMANAKA, 2022). In this way the shadow
of the hand highlight the Coffee and increases
sharpness of secondary objects.
The usage of bright pink and blue colors in the
form of flowers make this image eye catching.
This is because it contrasts the warm tones of
the rest of the image as the photograph is
completely brown. This improves the food
photography in comparison to stock images.
Styling food photographs is an important task
because it makes the image more interesting for
the target consumer (Lee and Lim, 2022). Usage
of flower with stylized textbook gives the image
cafe and relaxing aesthetic. It tells story of
relaxing day at hospitalit6y establishment such
as Coffee shop.
Negative space of the image is embraced in this shot as
every secondary element of this objects disappears in
the negative space. This includes the hand holding the
Coffee Cup, Flowers and the book. This attracts the
imagination of the viewer as they can make up a story
behind this image. This makes it beneficial for
hospitality promotion and branding as it also includes
the character of “the consumer” holding the coffee cup.

STEP 5: FINAL MIND MAP
Food Photography
Flat
Light
Natural
Lighting
Rim Light
Low
Ange
Compound
Curve
Bird’s
Eye
View
Lighting
Camera
Composition
Secondary
Objects
Camera Angle
Bug’s
Eye
View
Food
products
Decorative Item
Coffee
ingredients
Golden
Triangle
Diagonal

STEP 6: RESEARCHArtificial lighting is used to ensure
that the focus of the image and
attention of the viewer is on the
main product which is Coffee.
Artificial lighting gives the
photographer full control over the
environment compared to natural
lighting (Präkel, 2020). This makes
it effective for commercial usage
such as promotion of coffee
restaurant and hospitality
establishment.
Props and secondary objects are used to
set a theme in the food photograph. The
usage of jute bag with coffee beans,
wooden coffee box and silver decorated
jug create vintage aesthetic. This imagery
reminds the viewer of high quality coffee
production which makes it fit for
commercial usage in hospitality
establishments.
The coffee beans used for
making the main object of the
photograph are also highlighted
right behind the coffee which
adds to its commercial usage for
hospitality establishments such
as Starbucks. This is because the
consumer is able to determine
quality of coffee bean include
grind size and type.
Ingredients used in coffee production are also
used in the image which make the image more
appealing as it tells a story of coffee production
and also highlights the quality of coffee. It is
important to narrate a story through photography
as it makes the image more impactful (Glyda,
2019). Promotional food photographs are useful
only if they convey story which helps influence
the consumer.

STEP 8: FINAL MOOD BOARD

STEP 9: 3 KEY REFERENCE IMAGES
Figure 1: FRAGRANCE OIL – COFFEE
(Source: FRAGRANCE OIL – COFFEE, 2022)
Own Creative Response: Here natural lighting is used to capture the
simple high angle Coffee shot. The lines created by natural lighting
create homely atmosphere and make the imago ok more authentic.
The secondary image of an open book also gives homely aesthetic
and tell a story of comfort reading day at home or at a cosy café.
According to me this image can be improved by taking wide angle
shot and adding human element such as inclusion of a person. I also
believe that the usage of eaten baking products as props will also add
to the relaxing feel for this image.

CONTINUE
Own Creative Response: The image is shot with natural lighting.
Reflector is used to improve clarity on the main subject of the image
which are the Starbucks Coffee products. This increases the focus of the
product and usage of human element disappearing into negative space of
the photo makes it look more lively and consumer focused. According to
me his can be improved by making the hand placement more comfortable
so it does not look staged. It could have been improved by using baking
goods being eaten with fork because it helps promote baking goods of
Starbucks while also elevating casual dining aesthetics of the image
associated with Café culture. Promotional photographs are shot with
models so that consumers are able to view their experience with the firm
through the image (Cankul, Ari and Okumus, 2021).

CONTINUE
Own Creative Response: This is aesthetically
pleasing photograph with soft tones, floral
background and addition of human elements in a
comfortable position. This bird’s eye view is
suitable for this photo as it helps capture the
latte art and pastry decoration. As per my view
this image can be improved by using focused
lighting.

STEP 10: STATEMENT OF INTENT
•After conducting research on coffee types, quality products
and Starbucks offerings along with food photography and
coffee photography, the final design of this investigation
intends to highlight Starbucks products and make it suitable
for usage at hospitality firms through food photography.
•Coffee products are sold in every type of hospitality
establishment because they can be used in variety of
products and appeal to large number of people (Madzharov
and et. al., 2018).

STEP 11: FINAL DESIGN OUTCOME
The photograph is captured with
face to face angle and artificial
lighting. Backlight is used which
can be seen in shadow of the
Coffee Cups. Overall well lit
environment is beneficial for this
image. Still images require well
lit environment in order to get a
cheerful result and make colour
stand out (Kelby, 2020).
Secondary objects are used to crate
Christmas theme in the background.
This includes the usage of baked goods
such as gingerbread house, star shaped
cookies and chopped dates along with
fine sugar sparkled over the wooden
board. The charismas time is further
highlighted with Christmas decoration
and tree in the background making the
photography suitable for Christmas
Starbucks products and promotion.
The Starbucks
products are at
center of the
image making
them highlight of
the image and
grabbing
attention of
consumer.
The coffee products are in camera focus so that the
consumer is able to get influenced into purchasing the
products because of their clear quality and aesthetic
value. Food photography which has commercial usage
aims to persuade consumers into purchasing the
product (McCloskey and et. al., 2019). The color
scheme used in this image gives Christmas view and is
suitable for promotional usage for Christmas season.
The secondary baking objects and background decoration tell
the story of Christmas feast and makes the products more
appetizing. In this way task of using food photography as
promotional image is succeeded.

STEP 12: EVALUATION
•How did the mind maps and mood boards help you
to develop your ideas?
•Mind maps are fun way of learning about new and
complex topics (Ganiev, 2021).
• The usage of mind maps helped me organize my ideas
from online research on coffee products and
photography so that I can further implement them in
creating mood boards and determining the aesthetic of
the file.

CONTINUE
•What part of this project if any did not work well for you?
•In my final design outcome, I was not able to use creative photography techniques
such as Golden triangle composition or diagonal composition or rim lighting
effectively.
•Appealing photography requires usage of effective camera angles and
composition to enhance the aesthetics (Suharyanto, Barus and Batubara, 2020).
•This made my end outcome commercially useful but it lacked creative value.
•I have understood that there is need for improving creative photography elements
instead of using basic and simple photography techniques.

CONTINUE
•How did the research and investigation effect your final design
outcome?
• My final design outcome was informed by secondary research as I
learned about composition, colour contrast and lighting through my
research.
• Food photography is complex branch of photography because it
focuses on making the food products look more appealing and
appetizing (Machin, Moscato and Dadzie, 2021).
• This helped me develop suitable idea and implement it for creating
a useful hospitality based food photography.

BIBLIOGRAPHY
Cankul, D., Ari, O. P. and Okumus, B., 2021. The current practices of food and beverage photography and
styling in food business. Journal of Hospitality and Tourism Technology.
Friesem, Y., 2019. Teaching truth, lies, and accuracy in the digital age: Media literacy as project-based
learning. Journalism & Mass Communication Educator, 74(2). pp.185-198.
Ganiev, A. G., 2021. Exploration Of Alisher Navai’s" Khamsa" With A Mind Map. Turkish Journal of
Computer and Mathematics Education (TURCOMAT), 12(4). pp.37-42.
Glyda, J., 2019. Food photography: Creating appetizing images. Routledge.
Kelby, S., 2020. The digital photography book. Rocky Nook, Inc..
Lee, J. and Lim, H., 2022. Design matters: Cross-modal correspondences between vision and taste in food
advertising. Journal of Marketing Communications, 28(2). pp.132-151.

BIBLIOGRAPHY
Machin, J. E., Moscato, E. and Dadzie, C., 2021. Visualizing food: photography as a design thinking tool
to generate innovative food experiences that improve food well-being. European Journal of Marketing
Madzharov and et. al., 2018. The impact of coffee-like scent on expectations and performance. Journal of
Environmental Psychology, 57. pp.83-86.
McCloskey and et. al., 2019. Beyond nutrient intake: use of digital food photography methodology to
examine family dinnertime. Journal of nutrition education and behavior, 51(5). pp.547-555.
Suharyanto, A., Barus, R. K. I. and Batubara, B. M., 2020. Photography and Tourism Potential of Denai
Kuala Village. Britain International of Humanities and Social Sciences (BIoHS) Journal, 2(1). pp.100-108.
Präkel, D., 2020. Lighting: Basics Photography 02. Routledge.

BIBLIOGRAPHY
RODRIGUEZ, O. E. S., MASUKO, S. and YAMANAKA, T., 2022. The Impression of Deliciousness
through Food Photography-A Photographer’s Approach to Test the Commonly Manipulated Factors and
the Interactions on the Food Image Creation Process. International Journal of Affective
Engineering, 21(1). pp.67-76.
Online
FRAGRANCE OIL – COFFEE, 2022. [Online] Available through
https://www.purecandlesupplies.com.au/products/fragrance-oil-coffee
How to Take the Perfect Coffee Instagram, 2017. [Online] Available through
https://commonwealthjoe.com/blogs/blog/how-to-take-the-perfect-coffee-instagram

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YOU