There is power in storytelling. As humans, it's in our nature to tell stories. When I first began shooting product photography, I focused solely on the product itself rather than creating and telling a story. I discovered that my product and food photography lacked substance or depth…it was just ok. I set aside time, poured through my favorite books and magazines, and noted my favorite images. I then asked myself, "Why am I drawn to these images in particular?" They all had one thing in common - they communicated a clear story, feeling, and often were similar in style. Harnessing the power of storytelling was a game-changer regarding the quality of my work. Not only were clients asking to work for me because of how I tell a story, but the added elements communicated their message or recipe effectively. We all tell stories - even if you don’t have a creative bone in your body…in your way. (Nodding at my previous life in fashion design, your wardrobe and look communicate a clear message when you intend to or not!)

You know you have that one person in your life that can relate a story in a captivating way that will forever be imprinted in your memory! They set the scene, emotion, time, and place… it's no different when it comes to food and lifestyle photography. You go to them on a cozy night when the rain and wind rattle the windows because you know they will have an amazing story! And only they can tell it as they do… it's never quite the same when we retell it is it?!

Brands want the same from you as a photographer. Only you can tell a story in your manner…the quirks, elements, the feel…all of it. Understanding and defining your visual voice as a photographer will immensely improve how you communicate a message, feeling, or theme. How do you like to tell a story? Do you begin with feeling or the environment? All of these factors are worth considering when mapping out a potential shoot for a client or your personal portfolio work. In time you will see a consistent thread that is subliminally woven throughout that defines you — and, moreover, sets you apart from the crowd.

These are a few factors I consider when planning out a visual story for a recipe, product, or simply my personal work…

What is the message and intention of the photograph(s)?
- Establish what you are trying to communicate first and foremost…what is the purpose of this shoot? What is the message that you or the client want to share? Write it down in a work journal (I use this notebook) and refer back to it throughout your entire creative process, from concept to production. Take note of any brand specifications beforehand so you have a clear understanding of the requirements and can keep them in mind as you compose your story.
What is the mood you want to create?
- Is this a dreamy scene with dappled sunlight that hints at times past, or is it more pensive and reflective in a darker, moodier way… This is where I consider light. Light, among other factors, will primarily dictate the mood. Use light to your advantage! A poorly styled scene with stunning light is far more appealing than an exquisitely styled scene with poor lighting.
What are the feelings and emotions you want to evoke?
- As photographers, it's our job to evoke emotion and feeling within a scene. The viewer will instantly be drawn to the photo if a clear feeling is set. This also will guide you in choosing appropriate props and determining lighting as well. Is it nostalgic or wistful, or perhaps cheerful? Write it down and keep it in the back of your mind.
Where is this setting?
- Transport the viewer to a specific time and place. They will feel pulled into the scene by imagining the time and place. Is it a sunlight morning in a cozy cottage or perhaps an alfresco farm table with rolling hills in the background? What are some suggestive ways to establish this? Even if the entire environment isn't in the shot, the viewer's imagination will run with it and fill in the details. When most food photography these days looks quite similar, this will undoubtedly set your work apart because the viewer can see themselves within the scene.
What's the color story?
- Similar to setting the mood, color is compelling and moving. Choose 3-5 colors that will the main color story. They can be represented through props, food, background, objects, and the like and don't necessarily need to be blatantly obvious. It's all about personal preference and the message you want to convey. Ultimately, they should enhance your story, not distract from it.
What are the props you will use? How will you style it?
- By defining the first factors, the type and number of props will naturally unfold. What types of props will help you convey your message clearly, effectively, and beautifully? How will you style it so it will enhance your message? Do the mood and setting dictate the types of props you will use? Rustic, modern, or antique? Keep in mind your personal style. I prefer to use the same style of props for all of my shoots because it emphasizes my personal style and unique way of telling a story. Consistency is vital when choosing props, so choose wisely! The brands that resonate with your style will value your consistency. And if they don’t, they aren’t your brand and that’s ok!
What angles will support your story?
- When planning out your story, shuffle through the types of angles that will help communicate your story overall. Using different camera angles within your scene effectively brings the focus to something specific or a broader picture. We are instantly affected by which angle something is captured. Consider your subject and the feelings you want to portray. Consider the power of a close-up shot of someone's face versus them standing in the exact pose but shot at a wide angle. The feelings are completely different. What types of angles will support your story?
How will you compose the shots?
- In line with utilizing various angles, the composition is equally important. Consider the composition within each individual image to communicate your story effectively. How you compose your shot will direct the views attention throughout the frame. I like to think of composition as guiding the viewer's eye throughout the image. How can you guide the viewer to the message you want to share? Think about the larger scene as a whole and then smaller close-up shots.
I hope these tips help in your creative process! The more you practice, the more like a formula it will become. You quickly adapt without overthinking. By creating with intention and a story, you will be able to communicate your message in a streamlined process effectively. I can't wait to see what you create!
Alanna x