FMP Research – Joe Wilson Food Photography

I took a look at Joe Wilson’s webpage, an established photographer. I wanted to dissect a few of his images to understand why he chosen to take the shot the way he has, and what underlying messages might be picked up by the audience.


The image above has a very “fresh” and natural feel to it. The main subject of the image is the vibrant red drink, which sits behind the garnishes. The garnish illustrates what the customer can expect to find in the drink, whilst also giving healthy connotations to the image. The photographer has used a black marble surface to shoot on, giving strong contrast and making the vibrant colours pop out much more. He has also used natural light, coming from the top right of the frame and coming over the subject which further justifies the fresh feeling given to the audience. There is also strong contrast between the highlights and shadows, with no discolouration on the fruit. The whites are very clear, which makes the image feel very clean and refreshing. The photographer has also used a shallow depth of field, using a small aperture to maximise the light coming into the camera sensor, whilst also creating a “moody” feel to the image. The ISO must be at it’s lowest setting also, as there is no grain in the image what so ever.


This image again uses a dark shade to put emphasis on the food. There is nothing special about the layout of this image, however this is done purposefully to show the food in its natural state, and therefore giving a “cooked fresh” feel to it. This image could quite easily be seen in a food/ lifestyle magazine, making the audience salivate and encourages them to eat the product. The use of the green leaf encourages the idea of fresh, whilst also adding interest to what would be just stacked up chicken in a dish. The subject is lit from above once again, highlighting the subject but also giving depth through to the image through shadows. 18-products

Similar to the other images, green features prominently in the this image, again giving natural feel. The lighting gives the wet olives an opportunity to shine, showing they’re coated with oil and delicious. In contrast to the other images, the olives are stacked on a white plate, showing all the different ingredients used to make the dish, advertising the product as a whole. The shallow depth of field used gives a magazine like effect, with the main subject (the foods) and the front of the dish in focus, however the further back the eye looks, the softer the focus. This makes the image pop out more, as it concentrates the audiences eye on the product.


In summary, the images dissected in this blog post have taught me how I may present my set up shots when thinking about my own healthy cook book. Specifically, the lighting of the product and the depth of field used has really interested me. I want to try and replicate this “soft focus” effect in my own designs, creating mood and interest.


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