Food styling

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The term “ food styling ”, taken from English, means “cleaning up food” in a figurative sense.

As food styling is called the production, refinement and preparation of food before it for the purpose of advertising in print media and audiovisual media and on the packaging ( packaging design are shown). An aesthetic image of the advertised food should be suggested to the end consumer in order to encourage them to buy it. Food stylists have to pay attention to the authenticity of the product as well as to its peculiarities so that the consumer does not feel deceived after the purchase and enjoyment . The pictures should whet the appetite for the advertised product, suggest freshness and taste, but at the same time be as similar as possible to the original product .

The commercial shoot or the shoot for food photography can be very time-consuming. For this it is necessary that the required products look consistently fresh over the entire period. The production of so-called dummies is accordingly more efficient, since particularly fresh and freshly prepared foods tend to change their appearance after a short time and lose their freshness. The stylists can precisely design and fix the appearance of a product at a desired point in time. Often these dummies can also be used multiple times.

The object is designed, set up and presented for the recordings in such a way that all ingredients and components are clearly visible. Most of the time, real food is used as a starting point, but very often the products are also created from scratch. The food stylists work with a wide variety of materials and chemicals, from paints to glycerine , wood and rubber , to polystyrene and wax . An estimated 300 food stylists are active around the world, most of whom are also trained cooks and / or confectioners.

literature

  • Linda Bellingham, Jean Ann Bybee, Brad G. Rogers: Food Styling for Photographers: A Guide to Creating Your Own Appetizing Art . Verlag Elsevier Science & Technology, 2008, ISBN 9780240810065 .

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