Investigating Specialist Practice (Distinction Criteria) - Desklib
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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.
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INVESTIGATING SPECIALIST PRACTICES
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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. •Photographyisusedbyhospitalityorganizationsfor 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 angleRobusta 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
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STEP 4: SECONDARY RESEARCHThe simple photograph of Coffee is shot at 90- degree angle. This overhead perspective helps emphasize graphic composition mainly lines shapesandshadowsoftheobject (RODRIGUEZ,MASUKOand 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 cafeandrelaxingaesthetic.Ittellsstoryof 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 behindthisimage.Thismakesitbeneficialfor 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
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STEP 6: RESEARCHArtificial lighting is used to ensure that the focus of the image and attention of the viewer is on the mainproductwhichisCoffee. Artificiallightinggivesthe photographer full control over the environment compared to natural lighting (Präkel, 2020). This makes it effective for commercial usage suchaspromotionofcoffee restaurantandhospitality establishment. Props and secondary objects are used to set a theme in the food photograph. The usageofjutebagwithcoffeebeans, wooden coffee box and silver decorated jug create vintage aesthetic. This imagery reminds the viewer of high quality coffee productionwhichmakesitfitfor commercialusageinhospitality establishments. Thecoffeebeansusedfor making the main object of the photograph are also highlighted rightbehindthecoffeewhich adds to its commercial usage for hospitalityestablishmentssuch 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.
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CONTINUE OwnCreativeResponse:Theimageisshotwithnaturallighting. 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 pleasingphotographwithsofttones,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. •Coffeeproductsaresoldineverytypeofhospitality establishmentbecausetheycanbeusedinvarietyof products and appeal to large number of people (Madzharov and et. al., 2018).
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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 CoffeeCups.Overallwelllit 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). Secondaryobjectsareusedtocrate Christmasthemeinthebackground. 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 photographysuitableforChristmas Starbucks products and promotion. TheStarbucks productsareat centerofthe imagemaking them highlight of theimageand grabbing attentionof 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 aimstopersuadeconsumersintopurchasingthe product(McCloskeyandet.al.,2019).Thecolor 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 fromonlineresearchoncoffeeproductsand 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. •Appealingphotographyrequiresusageofeffectivecameraanglesand 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.
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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.
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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 theInteractionsontheFoodImageCreationProcess.InternationalJournalofAffective Engineering, 21(1). pp.67-76. Online FRAGRANCEOIL–COFFEE,2022.[Online]Availablethrough https://www.purecandlesupplies.com.au/products/fragrance-oil-coffee HowtoTakethePerfectCoffeeInstagram,2017.[Online]Availablethrough https://commonwealthjoe.com/blogs/blog/how-to-take-the-perfect-coffee-instagram