Food Photography: Investigation Practices Specialist Practices

This report investigates food photography practices, specifically focusing on burger photography and its role in marketing, particularly for companies like McDonald's. It includes mind maps and mood boards to explore visual presentation techniques, lighting effects, and composition strategies. The report also analyzes key reference images, outlines a statement of intent, and presents a final design outcome, evaluating the effectiveness of different approaches. The analysis covers aspects such as burger ingredients, presentation styles, and the use of photography to attract customers, highlighting the importance of visual appeal in the hospitality industry. The research incorporates secondary sources and personal insights to provide a comprehensive overview of food photography as a specialist practice.

INVESTIGATION SPECIALIST INVESTIGATION
SPECIALIST PRACTICES
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
•This presentation aims to analyse the career path which is
hospitality industry and the field is food photography. In the current
time of social media, photography plays and important role in order
to promote effective delivery of the services and products.
•This presentation will showcase the mind maps, mood boards and
visual presentation of the food photographs (Okpara, 2022). There
will be presentation of on skills and capabilities in food deliveries.
•There is requirement of the key practices like creativity and
brainstorming to show the attractiveness of the industry. The chefs
are the one who make efforts in presenting food with great designs
and serving techniques.

zzSTEP 3: MIND MAP
Hospitality business
management
Burgers
Burger
ingredients
Burger
quality
Burger size
Burger
buns
Different
types of
burger
Burger
with
chesses
Vega
n,
Vegetari
an,
chicken
Fiesta
McDon
alds
Local burger
market
Street
shops
Compe
tition

STEP 4: MOOD BOARD

STEP 4: SECONDARY
RESEARCHThe theme chosen for this picture is to
eliminate the background and all the
concentration put on the burger. The product
has kept at the wide angel which showcase all
the ingredients. The lightening effect gives the
picture a unique brightness. The background
and upside colour chosen is red.
The photography is taken at the time of
sunlight review which makes the burger
ingredients clear and appropriately visible.
The camera used is of high quality that will
shot the best angle picture. The lightening,
shadow and lines are effectively visible to give
it a nice colour popup.
The main focus put on eliminating unnecessary
background and spaces which dilute the
concentration from the product. Therefore, the
technique used here is to not include any
additional props just to flaunt the delicious
burger with fries (Suzuki, Kanari, and Sato,
2022). To add the lightning effect, tools such as
metal squares to give it a sun lightening effect
on some areas and other remain as it is.
I used flat lay shooting technique in which all the
predicts is kept in the flat and single surface. It gives it
a fine and clean look of the picture. The photograph
can be taken from above in this technique but it
depends on the food category. So, to show all the
ingredients of burger and a nice combination of fries,
the shot is taken from straight.

STEP 5: FINAL MIND MAP

STEP 6: RESEARCH
The product photography involves the
use of visual presentation of the Burger
and fries of McDonalds. The them used
to take this picture is to give it a
saturation effect to make more clarity of
all the product elements. This will
analyse the key consideration (Wijanarto,
2020). This photography is taken as for
the use of promotion as a marketing
technique.
The coke and fries used in this
picture is to make the picture
fulfil to attain most satisfactory
image. Therefore, the picture is
taken with best effect of natural
lightening. Another over light
and excess of the lightening will
make it overrated. Taking photos
with multiple angles gives a best
shot in creating the best
background shot. By minimising
clutter and additional
ingredients, the use of best
practice is necessary.
.
The picture will be taken through good lightening and camera
focused to make it look more contrasting and brightening. this
makes it unique for the McDonalds to make it visible on their
website. The tools and props used for make the picture of
quality focused. The major attraction put in the picture is the
downside surface to give it a pamphlet and kept the burger, fries
and cold drink. It looks delicious and mouth-watering which
will attract customer interest.

STEP 8: FINAL MOOD BOARD

STEP 9: 3 KEY REFERENCE IMAGES
Figure 1: Big Mac burger.
Source: <https://www.businessinsider.com/i-went-to-a-
mcdonalds-factory-and-saw-how-the-burgers-are-really-
made-2018-10?IR=T#the-guenzburg-factory-is-one-of-the-
largest-of-osi-one-of-the-biggest-suppliers-of-hamburgers-for-
mcdonalds-1>
Own response: This picture is taking through the right straight angle.
It gives a clear yet finishing look of the burger. It shows a great
creative sight of mouth-watering situation (Lavine, and
Bartholomew, 2019). By making it a close review, the cheese,
mozzarella and chicken mac with vegetables makes it tasty by just
seeing. It gives a feeling of having a burger in a day which keeps the
stress away.

CONTINUE
This picture is taken with a great lightening effect and with a unique
rotating angle. It adds right amount of added substances to give it a finer
and fuller look. This looks good with boxes and fries lying on the tray.
This shows a feeling of getting the taste of products with added sauces. In
my opinion, this picture will more look food if taken through 90-degree
angle as it will cover overall products detail. The burger looks great with
an extra upper angle. The creativity shows here the portraits effect on the
backgrounds and corners that contrasting focus totally on the food
materials.
Figure 2: burger with fries and add on
Source:
https://www.restaurantbusinessonline.com/financing/mcdonal
ds-franchisees-want-make-their-smaller-menu-permanent
>
)

CONTINUE
This picture gives a creative insight of the new McDonalds burger in
order to improvise their brad image. The picture is taken with a great
technique of setting an angle though holding the box in hand (Paker,
2022). It shows all the ingredients present which provides an insight
to the customer about the materials being used in it. This show the
relevant functioning of the camera role and background effect. This
seems interesting to give it a nice lookout. It captures the art and
cosmos effect of the photo to design and create the picture in much
attractive way. In my opinion, this picture could get the best short in
the black background to put concentration on the product name as
well for audience convenience.
Figure 3: Signature burger
Source:
https://www.marketingweek.com/how-mcdonalds-is-shifting-
quality-perceptions-with-its-premium-burger-launch

STEP 10: STATEMENT OF INTENT
• This statement reflects own work and understating about the career path and
area of interest. Through analysing various types of burgers provided by the
McDonalds, it has been clear that a perfect photograph matters a lot in attracting
customers towards the company. The picture shows the ability to give it more
attractive look which will help in customer decisions. It has identified that, there
are many types of burgers and McDonalds offer a wide variety of the product
offering. Therefore, in order to specify as being the best intent of looking for the
photographs. In hospitality sector, burgers are provided in many varieties which is
based on vegetarians on chicken. It also has varieties such vegetable, cheese mac,
chicken frigate, charcoal burgers and many other categories (Kalantzis, 2019). This
reflects on the working activity of completing the final design. Every hospitality
firm needs good promotional pictures to create an interesting portfolio of their food
menu. It makes the main criteria of working that shows how the picture makes it
more feasible with great lightening, colours and background to give it classy and
fine aesthetic look.

STEP 11: FINAL DESIGN OUTCOME
This picture is clicked through
very nominal lightening effect in
order to take the best outcome to
show the burger details. The
whole picture is made through
adjusting burgers on side by side.
The objects which are used for the
necessary elements to show up the
portrait background in the picture. In
the background, the focus is mainly on
blur image to give a fine look of the
picture in more creative and perfect
way.
.
The great lightening and saturation
effect made a mixture of great piece of
art (Wachyuni, Wiweka, and Softia,
2021). In relation to the creative
purpose of the related activities for
checking, angle setting and using the
product in more attractive way.
This food photography specifies the thematic look of
burgers. It makes a person starving for having it by
showing its tasty ingredients. The photograph can get a
decent look to the very well way to promote the
objectives. It shows how to create a key level of
understanding and the lookout for keeping it nominal
yet classy and bold.

STEP 12: EVALUATION
 How did the mind maps and mood boards help you to
develop your ideas?
•There are activities which help me in setting mind maps and
mood boards. These tools helped me to brainstorm ideas from a
theme or word. I can improve my photographs through seeing
online burger. I get to know about the effect of mood boards on
overall project.
 What part of this project if any did not work well for you?
•There are some parts which did not went well which are
presenting the mind map and mood boards. It requires creativity
but ii fid difficulty in making it.

BIBLIOGRAPHY
• Okpara, M.O., 2022. Microbial Enzymes and Their Applications in Food Industry: A Mini-Review. Advances in
Enzyme Research, 10(1), pp.23-47.
• Suzuki, A., Kanari, K. and Sato, M., 2022, April. Food image generation and appetite evaluation based on appetite
factor analysis by image features. In International Workshop on Advanced Imaging Technology (IWAIT) 2022 (Vol.
12177, pp. 474-479). SPIE.
• Wijanarto, Z.M., 2020. WORD FORMATION OF INDONESIAN TOURISM IN NATIONAL GEOGRAPHIC
WEBSITE.
• Lavine, J. and Bartholomew, B., 2019. Lighting for Photographers: An Introductory Guide to Professional
Photography. Routledge.
• Paker, S., 2022. A yacht charter holiday. In International Case Studies in Tourism Marketing (pp. 159-166).
Routledge.