9th September 2025
The Psychology of Appetite: What Makes Food Imagery Irresistible?
Long before Instagram existed, Marcus Gavius Apicius – a wealthy 1st century Roman foodie –coined the phrase: “We eat first with our eyes.” Ol’ Marcus clearly knew what he was on about because modern neuroscience backs him up! For food photographers, this means the pressure’s on, not only to capture the viewer’s attention but to get their tummy rumbling!
Creating the perfect first bite (with your eyes)
So, what exactly goes into creating that irresistible first impression? According to our US Director of Photography, Damien Thompson, it’s all about “directing the viewer towards the elements that stimulate the senses and make our mouths water.” For a burger, this might be the unctuous drip of cheese sauce sliding down the side of a fluffy brioche bun. Scientists like Charles Spence, a professor in experimental psychology and multisensory perception at the University of Oxford, claim that our minds find this kind of ‘protein in motion’ highly appealing.
By using techniques like a shallow depth of field to draw the eye to the most appetising details, or strategic lighting to create contrast between textures, we’re essentially creating a roadmap for the viewer’s gaze. The goal, as Damien explains, is to “create a scene that clearly communicates the characteristics we crave from our food – flavoursome, fresh, juicy – and photographers do that through texture and visual cues like colour and vibrancy.”
The proof of the pudding is in the styling
But it takes more than photographers to make a mouth-watering masterpiece. Behind every scrumptious shot is a tight collaboration with other experts, including food stylists. Their role is particularly important when working with challenging products like ice cream, where timing is everything. Damien outlines the process. “First, a stylist would bring the ice cream to set, fully frozen and looking as pristine as possible so we can get a quick capture of it before it melts,” he explains. “Then we would evaluate every aspect from the efficacy of the lighting to the impact of the inclusions. So, if it’s a chocolate fudge ice-cream, we might check that there are enough chunks on show or that we can see that nice, creamy variegated fudge running through it.”
Once every element is meticulously prepped, the ice-cream will be brought back to set to introduce some controlled imperfection. “Our stylists might use a straw to blow on specific points to warm the ice cream, creating creaminess and texture and adding drips in certain areas, bringing in a little mess here and there,” Damien explains. Why? Because authentic appeal lies in relatability. “It’s about building connections, using visual cues to entice the viewer with something achievable, something they could recognise having or creating at home.”
Finding the right recipe for irresistible imagery
Not all food photography serves the same purpose, and – at Equator – our approach adapts accordingly. On-pack imagery faces unique constraints such as working around product claims, nutritional information, and brand elements that can’t be obscured. “There are multiple violators you need to work around to make sure the key points of the image aren’t covered up,” Damien points out.
Other practical considerations include making sure the consumer knows exactly what they’re buying. “If we’re showing a serving suggestion, it might be a delicious plate of pasta or a steaming hot bowl of soup, but shoppers need to know what type of noodle they’re getting and see what comes in the soup versus what has been added as a garnish,” Damien explains. “We spend a lot of time working with the designers to make sure this information is clearly communicated to the grocery store consumer.”
Editorial and lifestyle imagery, however, offer more creative freedom. “Instead of communicating specifics, you can be looser, more romantic,” says Damien. “You’re not hindered by scale or window size. It’s just the image telling the story.”
Engaging the modern appetite
As consumer preferences evolve, so too do food photography styles. “Packaging is moving towards a more simplified approach that removes noise and clearly shows the product,” Damien observes. That’s why elaborate tablescapes are now seen less and less. Instead, we’re experiencing a movement towards crisp, beautiful food photography that emphasises colour, vibrancy, texture, and beautiful lighting. “I think those elements are combining to create a fresh and contemporary look that today’s consumer is drawn to,” Damien adds.
Ultimately, successful food photography isn’t just about making things look delicious; it’s about creating an irresistible urge to act. Whether that’s reaching for a product on the shelf or clicking ‘add to cart’ online, the psychology remains the same. By understanding how our brains react to food imagery – and the attributes that best stimulate the senses involved in the experience of eating – we can create photography that wins people over by engaging their appetite! As Apicius knew centuries ago, that first visual moment is everything. Our job is to make it count.
Hungry for food photography that converts? From pack shots and lifestyle imagery to videography, you’ll find everything you need at Equator. Email hello@equator-photography.com to give your brand serious appetite appeal.
