You can always come up with text-only banners for other kinds of business and event, but not with your food business. It must be noted though that all businesses benefit from using captivating visuals such as photos and graphics in their print advertising campaigns. It’s just that it may not be a main requisite for some businesses, events, and organizations.
For the food industry though, it’s highly needed. Have you ever been to a restaurant and all you see on the menu is a plain wall of text of unfamiliar names of dishes? Even if you wanted to try something new, you can’t imagine what the food looks like because the menu doesn’t even have a description of the item and doesn’t have pictures to show, too. So, you end up staying on the safe side by ordering what you’re used to. No one wants to splurge on something he might regret later on, right?
Therefore, restaurant owners should particularly invest on food photography, which is actually one of the fun parts of your marketing campaigns. In food photography, you literally play with food but not that kind that would irk your grandma. You just have fun finding the best presentation as well as the best angle that would make it more appetizing. It’s about sharing your story to your target market and enticing them how scrumptious their next meal can be if they go try out dining in your resto. Read more about food photography here.
Your restaurant banners are a great addition to your marketing tools. They increase your restaurant’s popularity not just among the locals living around your business area, but among tourists visiting your city as well. Thus, make sure you know how to nail your restaurant banners with captivating photos.
Create Food Presentation That’s Superb
Just like how you’d style your model before the shoot, you also need to do the first basic step in making your food more photogenic. That’s what we call plating. And to all of those who think that plating doesn’t really matter—you’ll gobble up everything anyway soon after, well, you got it all wrong.
Plating makes a huge difference in making the first impression. People can easily judge a meal’s overall taste and the effort put into it during the cooking process by just looking at how it is presented. Remember how many times you’ve failed to judge which restaurants serve tastier meals? Aren’t you reminded of those not-so-nicely presented lunch that actually tasted better than the elegantly presented meal you ate yesterday? You see, we feel like something’s more delicious than the other just because it has a nice plating.
As a basic thing to remember, foods look extra appetizing on a white plate. It looks clean and elegant. Also, the viewer’s attention is directed at the food, not on the random patterns or colors that your plate may have. You can always break this rule though depending on the situation and the food you’re photographing. For example, we drool over burgers and pizzas served on wooden board. Check out more plating inspiration here: http://www.byrontalbott.com/plating-techniques/
Aim to Tell a Visual Story
Connect with your target market by aiming to tell a story through the photo you’ll be using on your banner. But make sure you align your visual story to your ad copy. The message should be consistent in all the elements you include in your design—the photo, the tagline, the copy, the colors, lines, shapes, and the layout. And don’t forget: Your resto’s theme or the theme of the food event you’re planning to come up with.
If you’re not quite sure how you’d layout your banner, you can always work with a professional sign printing company that offers customizable template.
Use elements that allow the viewer, especially your target market, to think of something familiar, something they are fond of. Let them experience emotions by just looking at the photo. And so, don’t be afraid to play around with props 2or even people you’d like to include in the picture. You can even photograph the food’s cooking or preparation process.
Pay Attention to Proper Lighting and Angle
The secret to great-looking photos lies on proper lighting. Your great composition, food presentation, visual story—everything might go to waste when bad lighting makes some eyesores somewhere in the photo. Go for natural lighting, possibly one that comes through your window. Also, make use of soft, diffused light to minimize shadows. Most food photographers use lighting from the side to properly bring out both the bright spots and shadows of various textures.
Now, let’s talk about the angle. Don’t be afraid to shoot at various angles even when that means shooting bad photos. This can actually help you compare your shots and find the best angle for the food you’re shooting. Aim for close-up shots especially when you’re highlighting details such as the juiciness of the beef or the grilled marks of the patties. Flat lay photos on the other hand are best for multiple meals on the table or salads and pastas.
Got some more tips for nailing that perfect photo for restaurant banners? We’d love some chitchat with you on this topic.