Why food imagery matters

Food imagery isn’t just a nice-to-have - it’s a proven way to boost orders, showcase your brand, and build trust. With a few simple techniques, you can create delicious-looking images that make your menu stand out.

Why food imagery matters

No matter how well you describe your dishes, the reality is this: if your photos don’t whet your customer’s appetite, they’ll likely scroll right past.

Food businesses that use photos on their menus see an average increase in orders of 24%. That’s a big win for a small investment.

Think of your food imagery as the digital version of a welcoming café interior. It helps set expectations, builds trust, and gets customers excited to order.

And with high-quality cameras in our pockets, there’s no excuse not to show off your meals at their best. Here's how to get started.

Our top 5 tips for great food imagery

1. Photograph it fresh

Photograph your food while it’s freshly made. Add garnishes for colour and interest. Skip the takeaway containers and use clean serveware - plates, bowls, trays or pans. Plated meals help convey portion size and presentation, while in-pan images are perfect for showcasing rustic or shared dishes.

2. Style your setting

Choose the right angle: top-down works well, as does a 45º angle. Include subtle props like cutlery or condiments to provide context – just don’t outshine the main meal. Light backdrops help colourful meals stand out. Dark backgrounds work well with simple, neutral dishes.

3. Master your lighting

Use soft, natural light where possible. Avoid harsh shadows by diffusing light with a sheer cloth or moving your light source further back. One light source is better than overhead lighting for depth and texture.

4. Let the food shine with high-quality images

Your meals deserve to be showcased at their best. High-quality images help customers visualise what they’re ordering and get excited about it.

5. Create visual consistency

Where possible, use the same lighting, backgrounds, and angles across each menu section. A visually consistent menu appears more professional and polished, and reinforces your brand.