By Briana Hilton, Contributor
Diners are up to 70% more likely to choose a dish once they see a photo of it, an Iowa State University study reveals. This proves that food photography has the power to influence customer choices and boost sales, which makes it a valuable marketing tool.
One key thing to get right here is the backdrop. It can make or break how your dishes are perceived by customers.
A well-chosen backdrop will make your food stand out and reflect the atmosphere of your restaurant, but a bad one can be distracting or even make the dishes look unappetizing. So, it’s worth taking time to pick the right surface, size, and texture.
Get it right, and you’ll be more likely to attract customers and increase sales.
Neutral Backgrounds Make Food Stand Out
Your background needs to show off your dish rather than overshadow it altogether. A good rule of thumb is to opt for a neutral background that lets the food be the star.
For example, a dark wood or beige table is a great backdrop for a vibrant, green salad, while grey slate is a nice match for red or orange seafood dishes. Lighter neutrals are also perfect for social media, as they can help your posts grab attention on busy feeds. On the flip side, photos with darker backgrounds tend to get lost on social media, but they can work well for physical menus where you want to create a sophisticated look.
What you want to avoid are backgrounds that are too bright or busy, as they can overpower the food and steal all the attention. At the same time, you don’t want the food to blend into a neutral background either, like pasta on a beige table, for instance. That’s why contrast is always key: it makes the dish stand out and look appetizing.
Get the Size Right
Your background should also be big enough to fit the dish and any props you’re using comfortably. If the background’s too small, it’s easy to end up with a photo that looks cramped or amateurish.
A 2x4 foot space is generally a good size to aim for. Before you take your photos, first arrange the dish and props on the backdrop to check everything fits, and make changes as needed. It’s also smart to leave some extra space around the edges, so you can crop it later without the composition looking off.
You can also use photos of the wider restaurant to give customers a true sense of what it's like to dine there. This could be shots of the interior or exterior; just take care to capture enough of the surroundings to show off the atmosphere properly. This is especially important since ambiance is often even more important than food quality to diners, as found in a study of over 2,500 restaurants in New York City.
For exterior photos, capture enough of the building and outdoor seating areas to give customers a feel for the place. Shots of architectural details can further showcase the restaurant’s style and vibe, and make it look even more enticing. Inside, focus on the seating arrangements and decor, so customers can easily imagine themselves enjoying a meal there.
Background Texture Sets the Mood for Your Dish
Your background’s texture also plays a big role in how customers react to your food.
For comfort meals like burgers, a rough, rustic background can really make the dish feel cozy and inviting. That’s why you often see burgers photographed against wood. The natural texture and warmth just feels right paired with hearty, comforting fare.
For fine dining, smooth, polished backdrops are the way to go. For instance, a white ceramic tile can beautifully showcase refined and delicate dishes like sushi, smoked salmon, or fancy desserts. Again, it’s important to choose a backdrop with just the right amount of texture. Too much and it takes over the photo. So, avoid heavily distressed wood or fabrics with bold prints as they’ll draw attention away from the food.
Choosing the right backdrop is essential to help your food photography stand out and win guests over. So, pay attention to the surface, size, and texture, and you’ll capture images that perfectly showcase your menu and boost your marketing, which, ultimately, means more business for you.
