Let’s be honest. We are not ourselves when we are hungry. Even more so when we can’t wait to order our food and get it delivered to our doorstep. So how do we keep our customers’ attention when every other ounce of patience is spent elsewhere? With so many online delivery platforms, it’s hard to stay competitive. But most of them make photos optional, and we think otherwise. A way to stand out is through good photos that do you justice, and here are reasons why.
#1 We have become visual beings.
65% of us on the planet are visual learners, according to the Social Science Research Network.
And let’s face it; living in a fast-paced environment has taken its toll on our attention span too.
Placing visuals in your menu not only generates interest, it also lets people know what they are signing up for. In fact, 63% of customers said that the quality of the product’s image is more important than product specific information.
#2 Photos are a more accurate representation of your quality.
We cannot deny the power that words have, but when representing quality, there are some that simply cannot be put into words.
Imagine this, a paragraph-long description of the world’s most decadent chocolate bun, complete with an in-depth account of the warm and gooey chocolate center that oozes after every bite, vs. an actual photo of the chocolate bun from heaven (left).
Yes, the former may be able to make some mouths water, but there’s nothing else that can achieve that same ‘oomph’ and build your customers’ desires like a crisp photo can.
#3 Establish your brand identity.
Together with a strong vision and clear direction for the branding of your business, photos pack a punch in establishing your brand’s identity.
It helps to keep a cohesive theme that aligns with your company’s image. This is where you can flex your artistic muscles and whip out your brand colors to incorporate them in the pictures you’re about to use.
#4 Be Memorable.
It’s no secret that there is a spike in ad recall when images are included in them. This is because our brains are wired to remember things that are attributed to visuals.
Let’s do an exercise. Think of a golden arched ‘M’, together with the color red. Now put a jolly clown with a red afro next to it. You might be thinking of a certain fast-food chain that rhymes with Whackdonald’s – one that did not sponsor us to write this about them. Now that’s memorable imagery and branding. If two prompts for an image brings a brand into mind, they’re doing it right.
Our point is that, when you take this a step further, this is what enables people to know the difference between a photo of a pepperoni pizza from Pizza Cut and one from Pomino’s. And this is why, if you include photos, they’ll be able to remember your brand because of the association.
#5 STAND OUT, with a good food photograher
When we order online, we often go to multiple websites to keep our options open and compare the food between them. Suppose you’re in the shoes of a hungry customer – would a website simply listing down items or one with pictures of individual dishes appeal to you? The answer is the latter, for reasons we already know.
Websites that visually appeal to customers have a comparative advantage because of the process of quick selection that the consumers have when deciding.
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We are a professional food photography studio in Singapore. We’ve photographed for some of the most prestigious brands in hospitality! We’d love to start a conversation with you if you need help!