So the food media of fast food always simple and direct. On the other hand, fine dining industry is totally opposite, it focus on the delicately of the food, the fancy food plating, it need to give the customers a memorTABLE impression of their food and service. So the food media of fine dining always show more details of the food, the restaurant fitment and decoration. And in the following paragraphs, the author will go through to analysis the difference between those two styles of food media. Fast Food Industry The technical aspects: .
Focus According to the concept of the fast food, simple and direct, the fast food medias always give a full view of the food items, normally, there is no focusing point on the photos, no action blur, no zoom blur. All the components on the photograph are clearly presented, just as “Image 1” and “Image 2” presenting, the burgers, French fries, Cola are distinct, all the items on those photos are obviously. 2. Light and color In order to catching the customers eyes, the fast food medias always give a bright light and high contrast, so the photos look more attractive and give the viewers a strong visual shock. Exposure Both of the photos used high exposure, that means more light fitter in, result in the photos more white color and bright. In that case, the food looks more shiny, as “Image 1 ” presenting, the high exposure gives the ketchup a strong color, and meat looks more oily, it can whet the customer appetite. 4. Photos There is a universal phenomenon in fast food industry, when the customers buy the burger, it always looks quite different with the burger which showing on the poster. That’s because of fast food media uses a lot of Photos techniques to make the burger on the poster looks more fancy.
The editors through the Photos change sharp, contrast, brightness etc. So that the items on fast food medias seemingly regular and colorful, but it’s not that reality. Context In a generally way, the target market of the fast food industry is the teenage generation. In order to attractive this group of people, the fast food medias usually use a bright and colorful tonality. Such as “Image 3”, the background of this photo is a fire in a dark environment, that gives a strong visual shock. The customer could easily find out this food media from amount of advertisements.
In another way, like “Image 1” and “Image 2”, both of hem use a simplex color as the background, in that case, it makes the photo more focusing on the food, giving the customers a feeling of willing to eat the food which the photo presented, because the bland context serve as a foil to the color of burger, makes the burger stick out of the photograph. How the fast food media relate to the psychology of advertising Because of fast food industry focusing on the target market on the teenage generation, and the age of those group of people are getting more and more younger.
In order to adapting to this situation fast food industry as started slowly changing their marketing strategy. Big portion size is one of the common way to attractive the customers, Normally, people who wants to eat fast food is because of the time problem, the consumers have no time to sit on a restaurant and waiting for the food, they need to have something fast and can filled up their stomach, so the fast food medias (like “Image 3”) always give a big portion size on their poster, let the consumers to have a visual satisfaction.
Variety ingredients. According to the consumer psychology, the consumer are willing to buy the product with an excellent quality and reasonTABLE price. Such as ‘linage 3″, there are nine kinds of different ingredients are presented on this photograph, that also shows a good qua lilt of the product with a fair quantity. Polychrome. There are about eight different color are presented on “Image 3”, that gives the photo a colorful and fully view, so the photograph looks more fascinating.
And also, colorful can make people pleasure. Fine dining Industry The evident feature of fine dining food is exquisite. So the most common technique is used on fine dining food medias is focusing. Exactly as “Image 4” presenting there are various plates of food on the TABLE, but the hotheaded only focus on the plate he wants to present. In that case, the reviewer can easily find out all the details on the dish, so that the efforts Of the chefs are presented in good condition.
Compare with fast food media, fine dining food media is more flexible on lighting techniques. Such as direct light, indirect light, natural light, artificial light are widely used on fine dining food media. For showing the freshness of the food, the photographers seldom use a hard light to change to brightness and color of the photos, just like “Image 4″, it rely on a sun light to create a trial atmosphere. Fine dining industry also attach importance to the service, so it’s easy to find out the service staffs on the food media. Image 6” shows an action of chefs are plating the dishes, and the photographer slow down the shutter speed to record the movement of the plating process. It give viewers a feeling of the working staff really passion about the food they made. The context: The purpose of fine dining medias is to introduce the food, the dining environment, the profession of the staffs. To eat in a fine dining restaurant will cost over 3 or 4 times money than eating fast food. In that case, fine dining food medias need to show the value of their products, to attract the customers spending money in their restaurant.
So, fine dining medias are not only about the food, like “Image 4” and “Image 6”, the dining environment, the wine which match up with the food, the service staffs, the chefs are also presented on the photographs, it show the added value of the food. How the images relate to the psychology of advertising Because of the high price, the complex service process, the fine dining medias need to find out the way to console customers this negative psychology. So the color of fine dining medias are soft, it makes them relax, to enjoy the fine dining experience.
And the added values always present on the photographs, that also another means to comfort customers. The food presentation is another key point to catch the customer’s eyes. A fancy plating always bring up customers’ appetites. For example, “Image 4” shows a fantastic plating for an appetizer, each components are perfectly present on the plate, it makes the customers dope out the efforts of the chefs. That’s the point of this appetizer sell on 40 CHEF in a fine dining restaurant is accepTABLE.
