We’ve all heard that first impressions are rarely, if ever, forgotten. This is because first impressions are a definitive judgment that hangs on for dear life in one’s memory. First impressions are encountered every day – online, offline, out in the real world and in our own homes. When we encounter new things, it is what we see and feel at first sight that is burned into our memories. A good example of the science of first impressions is food and the lasting impression of food photography.
Professional food photography can create an astounding mental and emotional reaction.
The aim of food photography is to influence the appetite of the reader positively, regardless of subjective bias. Maybe the glimmer of the soup brings back a memory of their grandmother’s, or the luscious chocolates remind them of their lover so they pick them up to share. Even someone who hates cheese can fall in love with a perfectly gooey photo of warm brie – that’s the beauty of perception and why food and social media have suddenly become each other’s biggest asset. First impressions, irrespective of what connotations may cause, are best found to give form to good taste.
Let’s try putting you in your customer’s shoes. You’re out and about and realize that your stomach has been grumbling, so you walk into a restaurant nearby. You’ve never been to this restaurant before, but you do what anybody would do in a situation like this: you scan the menu and the walls for a dish that looks the most visually appealing. A particular photograph catches your attention. Why take any more time out of your day when your impulses are telling you this dish is calling your name?
The funny thing about these ‘impulses’ is that these decisions are hard-wired into our brain. A strong impression is part of the alluring process to make you want to purchase a product in the first place. Food photography creates this impression: The customer is visually satisfied; their appetite is surging, and their mouth is watering. In clinical studies, first impressions have proven to record in the human brain in a matter of milliseconds. This is why many restaurants today invest in quality food photography to influence the prospective consumer.
Impressions are strong enough to create a loyal fan base around the world.
Have a look at the big food brands that you know, and play close attention to the images that draw in their customers. For so many who have achieved recognition around the world, their photography speaks for itself. People are busy, constantly on the go and faced with tons of options of where to eat. Where there’s food, there’s an image to go along with it. Decision makers are influenced by how powerfully these images convey how they will feel as an end-user.
Food Photography is a powerful tool, and there’s no question as to whether the science supports its potential to make your business thrive.