Case Study: The Power of Presentation–How Food Styling Shapes Perception in E-Commerce

Before and after styling changes

When we talk about food photography, especially in the context of e-commerce, what we’re really talking about is trust—and how food presentation shapes perception.

I recently worked on a packshot project for a client undergoing a full rebranding—gearing up for international expansion and launching their online food delivery service. A strong visual identity was crucial, especially for a brand now entering the global market.

One challenge stood out: the original food arrangement didn’t work well visually. The portion looked smaller than it actually was, and the composition lacked appetite appeal.

Now, my working philosophy—especially for packshots—is to retain at least 80% of how the food is actually served. I believe customers deserve to receive what they saw. That kind of visual honesty builds trust and credibility.

Straight out of camera look on ipad, wirelessly tethered on site

But in this case, the way the food was presented wasn’t doing justice to the product. So I stepped in and proposed a new styling direction. No artificial changes—just careful rearrangement to highlight portion size, balance, and freshness, all while staying true to the actual serving.

The final result was a cleaner, more appealing packshot—completed with minimal editing and a simple white background. It stayed honest to the product, but was now visually strong enough to compete in a busy online space.

This project reminded me how much food presentation shapes perception—not just of taste and quality, but of brand integrity. It’s not always about changing the food; sometimes, it’s about changing how it's seen.

In visual branding, especially for food and beverage products, presentation isn’t just decoration—it’s communication.

Have you ever made a visual decision that balanced truth and appeal? I’d love to hear your experience.