The current practices of food and beverage photography and styling in food business
Duran CANKÜL, Özlem Arı, Bendegül Okumuş
Abstract
Purpose This study aims to analyze the current practices of food and beverage (F&B) photography and styling through the eyes of professionals involved in the food business. Design/methodology/approach A phenomenological research approach was used and empirical data were collected via a series of semi-structured interviews with professional food photographers. Purposive and snowballing sampling methods were used and the participants of this study consisted of 26 F&B photographers and stylists who were actively and professionally working in this field. Content analysis was applied to the empirical data. Findings The research findings reveal several key themes in F&B photography and styling: emotional appeal, key trends, career opportunities, required skills and abilities and interventions and ethical considerations. Three specific roles were identified in F&B photography and styling: food and beverage photographer, food and beverage stylist and prop stylist. Research limitations/implications This study offers discussions on the pros and cons of F&B photography beginners and professionals and the food business. Originality/value This is one of the first studies to offer empirical findings and discussions on the concept of F&B photography and styling.