What makes food pictures appealing?:

insights and blind spots from creative and consumer interviews

Joe Damrongphiwat, Lawrence Ang

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

This research aims to discover insights and blind spots relating to the appeal of food pictures. Thematic analyses of in-depth creative and consumer interviews enable the authors to propose ten key pictorial attributes to heighten the appeal of food pictures: identifiability; aesthetics; realism; freshness; handmadeness; portion; palatability; authenticity; healthiness; and social setting. The lack of guidelines for practitioners; the lack of realism in typical advertising images; and conflicting views on visual complexity are three key potential blind spots that may lead to lost opportunities to maximize the overall appeal of food pictures. This study establishes a typology of objective visual cues for ad agencies, photo studios and researchers.
Original languageEnglish
Title of host publicationICORIA 2013
Subtitle of host publication"to boldly go...": extending the boundaries of advertising: conference proceedings
Place of PublicationAmsterdam, The Netherlands
PublisherEuropean Advertising Academy
Pages798-817
Number of pages20
Publication statusPublished - 2013
EventInternational Conference on Research in Advertising (12th : 2013) - Zagreb, Croatia
Duration: 27 Jun 201329 Jun 2013

Conference

ConferenceInternational Conference on Research in Advertising (12th : 2013)
CityZagreb, Croatia
Period27/06/1329/06/13

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  • Cite this

    Damrongphiwat, J., & Ang, L. (2013). What makes food pictures appealing?: insights and blind spots from creative and consumer interviews. In ICORIA 2013: "to boldly go...": extending the boundaries of advertising: conference proceedings (pp. 798-817). Amsterdam, The Netherlands: European Advertising Academy.