The current practices of food and beverage photography and styling in food business

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.