The best type of light for photographing your plant-based products depends on the subject matter and the desired mood. What does your vegan brand want to express?
Food lighting to evoke a certain mood
Light can have a big impact on the appearance of photographed food. Soft, diffused light tends to create a warm and inviting atmosphere that is generally more suitable for photographing delicate, gourmet vegan dishes. On the other extreme, harder light tends to be more appropriate for photographing hearty, rustic dishes or plant-based products targeted at a younger audience.
Bright sunlight evokes the outdoors and physical activity and is often associated with products for figure-conscious or athletic people. Evening lighting (such as candlelight) can create a warm, intimate and romantic atmosphere that is well suited for certain types of food and brands. For example, a fine-dining restaurant or a vegan brand that sells luxury chocolate might choose to use evening lighting to create a sense of indulgence and sophistication.
A window light can help to create a more intimate and cozy atmosphere that is well suited for plant-based meals.
Finally, using a slightly warmer color temperature can help to create a comfortable and inviting atmosphere, and that’s why it’s often used in editorial food photography.
Daylight lighting in vegan food photography
Are you using only natural ingredients? Daylight can be a very beneficial type of light because it can help to communicate the genuineness of your ingredients in the final image.
Brands that are looking to create a clean, natural and healthy image often choose this solution for their food photography. For example, a vegan brand that sells organic, farm-to-table products might go for it to highlight the freshness and purity of its plant-based ingredients.
The light direction
In addition to the type of light, the direction of the light can also have an impact on the final image. Brands that want to create a luxurious, sophisticated atmosphere may choose to use soft backlight in their food photography. Backlight emphasizes the depth in the picture and helps create a three-dimensional effect. Moreover, it’s a great way to highlight the textures of the ingredients. Side lighting can also create dimension and texture, while front lighting is not often used because it can result in a more flat and uninteresting image.
The light and props
In food photography, the light can be matched to the props used to create a cohesive and harmonious image. This is because light and props can both play a role in setting the overall mood and atmosphere of the photograph. For example, if the props being used are rustic and earthy (such as a wooden cutting board or a wicker basket), then using a softer, warmer light source (such as a window or a lamp) can help to enhance the natural, down-to-earth vibe of the photograph.
Using a diffused, warm, inviting and homey light might appeal to a target audience that values comfort and familiarity.
On the other hand, if the props are more polished and modern (such as a stainless steel countertop or a glass jar), then using a harder, cooler light source can help to create a more sleek and contemporary look. This light might appeal to a target audience that values novelty and technology.
By carefully selecting both the light and the props to match the desired mood and atmosphere, photographers can create visually appealing and cohesive images that effectively communicate the brand’s message.
Same baked potatoes, different targets
It’s true that the very same baked potato dish can look very different depending on the lighting used, and each version may appeal to a slightly different target audience. This is because light has a powerful impact on the appearance of food, and different types of light can create even opposite moods and atmospheres.
Check the differences between these two images. The food styling is the same, but one has the light of a bright day at the beach and conveys that particular mood. It would be perfect for promoting a plant-based takeaway restaurant open for lunch. The other has a warmer evening light and evokes a candlelight dinner for two in a romantic vegan restaurant.
Still unsure about what is the best light to arouse in your customers the irresistible desire to taste your plant-based products? Just drop us a line. We’ll be delighted to help you achieve the results you want and deserve.