Given those parameters and Kayla's knowledge that her customers would respond to moody lighting with deep shadows, we decided to shoot everything from overhead on a dark stone surface so the black packaging would recede and the vibrant colors of the food would pop from the photo. They're all about transparency and want everything to be recognizable to the consumer (even down to using scoops of mashed potatoes rather than spreading them out to cover the base of the container, because that's what the customer will receive). Kayla and Jamie are the owners, and contacted me about redoing all of the photography on their website, but they had a particular request - elevate the look of the photos while still showing the food in its packaging. It’s a terrific concept, and as another Jersey-based business, one I loved learning more about. This company is a particular favorite of the gym crowd and allows their customer to follow their preferred eating plan, whether gluten-free, low carb, vegetarian or something else that makes them feel great. So much of this was hashed out in advance of my first session with Eat Clean Bro, a New Jersey-based meal delivery service that specializes in fresh, nutritious meals that help their customers meet their health goals. You also need to consider your customers’ preferences - are they drawn to bright and colorful or dark and dramatic photos, do they react more positively to precisely styled food or do they prefer it a little bit messier and more realistic, does it fit with the branding they’ve come to know and expect? - and wrap it all up in a neat bow. The technical aspects like fitting the images into the website’s design or choosing to photograph food overhead or at an angle are only the smallest part of the package. Food product photography can be a real challenge to get right.
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