Appetite Appeal: The Secret Ingredient to Boosting Your Brand Preference

Design Analytics is a valuable resource for validating your design budget. Their data consistently proves that well-crafted packaging increases brand preference and sales. One important aspect of food packaging is the use of photography. A stunning product photo can significantly impact how customers perceive your product. So, how do you go from a dull image to one that appeals? Here's some food for thought.

Start by considering whether to use photography or illustration. There are pros and cons to both. A photograph can effectively showcase the actual product and create a sense of realism, especially for food and beverage products. Additionally, photographs can help convey the product's flavor, texture, and ingredients. However, using a photograph can be expensive, requiring hiring a professional photographer, arranging a photoshoot, and retouching the images to ensure they look their best.

Three ingredients of great food photography for package design are:

1. Appetizing presentation: The food should be visually appealing and make the consumer want to eat it. This can be achieved by using warm colors, interesting textures, and creative plating.

2. Attention to detail: The smallest details can make a big difference in food photography. This includes making sure the food is properly cooked and arranged, ensuring the lighting highlights the food's best features, and paying attention to the background and props used in the photo. Which leads us to the third tip,…

3. Authenticity: The photo should accurately represent the product and its ingredients while also conveying a sense of a realistic setting. Authenticity is especially crucial for food products marketed as ethnic, organic, or made with natural ingredients.

Illustrations can be a versatile and cost-effective way to create unique and eye-catching package designs. Unlike photographs, illustrations can be highly stylized, allowing for a more unique brand personality to shine through. This may be very compelling to some audiences, such as candy packaging or microbreweries. If your customer is seeking an experience rather than just a meal, illustration may be the way to go. Another consideration is the print process of your packaging. If you’re using a low resolution printing process, like flexography, an illustration may give you better results since it can be more easily adapted to the print constraints.

Here are five creative suggestions to inspire how your food is presented:

1. Experiment with different angles and perspectives: Try taking photos from different angles and perspectives, such as a low angle or a close-up shot. This can add visual interest and create a more dynamic composition.

2. Incorporate unusual props: Consider using unexpected props or backgrounds to add interest and texture to the image. This could include natural elements like leaves or flowers, or man-made objects like rustic cutting boards or vintage utensils.

3. Use a mix of natural and artificial lighting: Combining natural light with artificial light sources like lamps or LED panels can create a warm, inviting atmosphere and highlight the food's natural colors and textures. This idea can be pushed further with illustrations!

4. Play with color and texture: Use contrasting colors and textures to create a visually interesting composition. This could include using colorful garnishes or sauces, or highlighting the natural textures of the food with close-up shots.

5. Show the food in context: Consider showing the food in a real-life context, such as on a table or in a kitchen. This can create a more authentic and relatable image that can connect with consumers on an emotional level.

If you're in a pickle deciding whether to use a photograph or an illustration for your food packaging, consider the product, target audience, budget, and creative goals. While photographs can be effective in creating a sense of realism and emotional connection with the consumer, they can be expensive. Illustrations can offer more versatility and originality, but may not convey the same level of realism as a photograph. Ultimately, the best approach is the one that aligns with the preferences of your customer.

At Ora, we have the perfect recipe for a successful food and beverage packaging design that will surely stir up some interest in your brand. We'll work closely with you to understand your unique needs and create a design that leaves a lasting impression on your customers. So, don't be afraid to spice things up with your packaging design - contact us today and let's cook up something great together!