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Food photography for packaging: Results that sell

We live in an image-driven culture that exposes thousands of images to us every day. To make your brand visible in a crowd, it has to communicate to your consumers in a memorable way.

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And do so in a way that can’t be confused with your competition. Great food photography does that, says Teri Campbell, creative leader at Teri Studios (www.terishootsfood.com) and a former photographer for Procter & Gamble’s in-house creative group.

With unprecedented product choices, it’s essential to provide appetite appeal that triggers an immediate “buy it” reaction in consumers’ minds, Campbell says.

Savvy consumer packaged goods companies know their brands and their consumers intimately. Package designers and food photographers alike must have an equally intimate knowledge of the brand, the brand’s competition, and the target consumer as they develop the visual “feel” of a brand’s packaging, Campbell explains. All elements must stay within the brand’s “character.”

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