Beyond pretty pictures: how to tell a story in every shot

In the world of food photography, beautiful imagery is essential. It’s what stops people scrolling, what makes them pause in the aisle. But to convert those opportunities, it must do more. Successful shots transcend the aesthetically pleasing to tell stories of life beyond the frame, drawing shoppers in by engaging their imagination. In this article, our Props Stylist, Dawn Wormald, delves into how we approach food photography as visual storytelling, creating images that are pretty… And pretty effective, too!

Life beyond the frame

A well composed photograph is a thing of beauty, but the magic happens when it suggests there’s more to the story than what you can see. As Dawn puts it: “We’re always trying to get across this sense of visual storytelling. So, we want to give the impression that there’s life going on beyond the frame. Even if we’re just doing a small, close-in shot that is part of a grander table setting, the idea is to get across that sense of an occasion or a feeling – and to give the customer a setting to put themselves and their life into.”

Achieving this requires us to interrogate the brief. Before we even start setting up a shot, we’re asking ourselves important questions that help us build a world (an integral part of storytelling). “We delve into the backstory of whatever we’re shooting and ask, ‘What’s happening in this moment? Who’s around this table? What is the celebration or the reason for us to be having this product?’” Dawn explains. It’s this curiosity about the human story behind the product that transforms a simple product shot into something that resonates emotionally with customers.

The art of atmosphere

So how do you capture feeling in a photograph? It’s all about the details that create a sense of environment and occasion. “A lot of that comes through the props,” Dawn says. “We source ours from lots of different places. So, we’re getting some handmade crockery in there. We’re getting a sense of something that might be an heirloom item, or something you’ve had handed down that you mix in with your everyday crockery.

“Everything from quirky napkin textures to unusual tumblers all bring character and create the sense of a life lived – especially when combined with food styling techniques. A splodge of jam smeared generously over buttered toast or a scattering of granola that’s just missed the bowl on a busy kitchen tabled bathed in morning light are cues that could tell the story of a lively family breakfast scene.”

Lighting also plays a crucial role in guiding customers’ emotional response to a product. “When we’re doing some of the more high-end ranges for a retailer, we want to get that sense of sophistication and sense of it being a little bit special or a bit of a treat,” Dawn explains. “We will probably turn to more indulgent lighting because it reflects the experience of eating the food. Coop’s Irresistible range is a great example of that.”

So, why choose Equator to tell your food stories?

1. We’re food enthusiasts

We do all sorts of photography – lifestyle, point of sale, social media, video – but we really are food specialists, and every member of the team is a foodie. “Whether we’re eating at home or going to the latest restaurants, we share those experiences with each other,” Dawn explains. “We’re constantly looking at imagery and searching for what’s trending because we enjoy it. The team collectively brings all of that enthusiasm to every aspect of what we do from lighting to set building to the props and retouch.”

2. We’re part of the design process

Unlike agencies where photography is handed over as an isolated task, our photographers are involved from the moment a brief comes in. “There’s a lot of back and forth between different teams in the earlier stages. When a design comes to us, it’s not unfamiliar. We will have contributed our insights to the design team, so we know the brand and the creative vision and can hit the ground running.”

3. We push beyond the brief

We’re obsessed with looking for opportunities to add value. “We might be shooting something quite straightforward, but the enthusiasm for the product and the brand means that we will all be taking about how to get the most out of it. If a product moves in a great way or it’s indulgent and oozy,  for example, it just lends itself to video and we’ll be excited to capture that,” Dawn explains. “It’s about taking a simple brief and seeing how we can extend and push it.”

Great food photography isn’t just about making products look appealing. It’s about creating emotional connections that drive purchase decisions and build brand loyalty.

If you’re ready to capture more than just pretty pictures, check out our portfolio or get in touch to discuss how we can help you get the most from your next photography project: https://equator-photography.com/