Pizza is the most talked about food on Instagram, with around 35 million mention fences. That is more than the combined achievement of Beyonce and Kim Kardashian.<\/p>\n
The insatiable appetite for photographing food affects the entire restaurant industry. From decorations to drink menus, everything must be suitable to be displayed on Instagram.<\/p>\n
Frances Cottrell-Duffield, founder of Tonic, a provider of marketing and public relations services, designed performances to test their success on social media.<\/p>\n
At the launch of a new food menu for high-end restaurant chains, Polpo, Cottrell-Duffield arrived early to make sure everything was ready for social media.<\/p>\n
\u201cWe are cooperating with the gin brand because even though Polpo holds a food test, the program is not taken well, and the cocktail brings color to the photo,\u201d he said.<\/p>\n
Near the bar, a wall full of leaves was erected, which like everything else, was designed with the Instagram approach.<\/p>\n
\u201cWe know the audience will delay drinking their cocktails to take pictures with leaves as background, then immediately upload them to social media,\u201d said Cottrell-Duffield.<\/p>\n
About half a dozen influential people on Instagram were invited to attend the new menu launch.<\/p>\n
Among the guests was Alex Fletcher, the author of a blog about sandwiches which had 20 thousand followers. His most popular upload won 2,000 likes on Instagram.<\/p>\n
\u201cSandwiches are formulated well. If you have katsu sando (Japanese sandwiches) containing lots of pickled cabbage, deep meat, and white milk bread, of course the photos produced will be good,\u201d said Fletcher.<\/p>\n
Another Instagram artist, Rebecca Milford, who edited the Bar Chick site, said beautiful portraits can directly boost restaurant earnings.<\/p>\n
\u201cI have friends who see restaurant Instagram accounts and choose food based on what they see,\u201d Milford said.<\/p>\n
\u201cThey don\u2019t bother to look at the menu. Photos must have \u2018food porn\u2019 appeal and there are also #cheeseporn, #yolkporn, all about has melted and melted.<\/p>\n
Natalie Seldon, author and artistic director of food, said that composition is no less important.<\/p>\n
\u201cThe more photos are taken in the magnification of the lens, the better. People like to see great food on their screens.\u201d<\/p>\n
\u201cPhotos that feature layers of food are also good, especially for burgers,\u201d he said.<\/p>\n
Seldon planned to fill his cellphone with photos of food, but the dim light on the new menu trial made it difficult.<\/p>\n
\u201cFortunately there are many photo editing applications. Another trick is to use an iPad or other cellphone to add light,\u201d Seldon said.<\/p>\n
To ensure customers capture beautiful photos and produce effective publicity, Dirty Bones, a five-star restaurant network in the UK, even provides free Instagram equipment boxes in their branch, Soho.<\/p>\n
The box consists of simple lighting fixtures, batteries, eyelets and selfie sticks.<\/p>\n
Although food is the main star, the support of celebrities can really change the results. Georgia Green is a bread maker and cake warrior who runs a business called Georgia\u2019s Cake in North London.<\/p>\n
Green once got an order from a famous model, Cara Delevingne.<\/p>\n
\u201cHow to have about five million followers and at that time I only had 100. When he tagged me on Instagram, my account followers increased by 6000 accounts every day,\u201d he said.<\/p>\n
One of Green\u2019s last designs displays his trademark, a cake that attracts visual attention, orders he usually receives.<\/p>\n
Green admitted that he was nervous about creating a cake design that was becoming a trend on Instagram, a look he really didn\u2019t like.<\/p>\n
\u201cThere was once a trend of cakes with sleeping horns (round cakes with sleepy eyes, unique horns and ears).\u201d<\/p>\n
\u201cI refused to make it. I thought it wasn\u2019t me. It reflected me as a person and as a brand,\u201d Green said.<\/p>\n
ocusing on imagery is probably superficial, but it was not agreed upon by Professor Charles Spence, a trial psychologist at Oxford University, who called presentation important.<\/p>\n
\u201cThe way food is displayed and arranged on a plate has a big impact because it shapes expectations. Our brains imagine the taste of the food and anchor our sense of taste,\u201d he said.<\/p>\n
Spence conducted laboratory-based trials and practical tests on the Oxbridge campus.<\/p>\n
\u201cWe give everyone the same food, but half of it is put on the plate.\u201d<\/p>\n
\u201cThe other participants got similar food, but it was arranged artistically to look like a painting by Kandinsky.\u201d<\/p>\n
\u201cThose who get more beautiful-looking food value food more deliciously and are willing to pay more,\u201d Spence said.<\/p>\n
But even though the beautiful presentation was important to Amanda Bechara, the owner of the Arthage Must Be Destroyed cafe in Brooklyn, United States, she did not advocate the display of food that was openly made for photography enthusiasts.<\/p>\n
\u201cWe ask that you only take a few photos from your chair. Some people then leave, sit on each chair, then take pictures with the camera. That\u2019s not what we meant.\u201d<\/p>\n
\u201cWe also ask that you not record because of a strong inner situation, especially when other people are talking to each other,\u201d he said.<\/p>\n
It is ironic, when Bechara described the interior design of the caf\u00e9, which was heard was a very suitable destination for photography.<\/p>\n
\u201cIt\u2019s a kind of modern fairy tale fantasy in a pink background, with high ceilings and lots of pink tiles and plates,\u201d he said.<\/p>\n
With an interior that is like shouting, \u201cplease take a picture of us,\u201d why does he object to this modern aphorism?<\/p>\n
\u201cI don\u2019t understand why people\u2019s reactions to beauty just take pictures. Relax, eat your food, drink your coffee, talk to your friends, and spend time with fun!\u201d<\/p>\n
Bechara probably avoided social media, but the one on Instagram cornered him as a minority, which sounds like good news for enthusiasts of a slice of pizza.<\/p>\n","protected":false},"excerpt":{"rendered":"
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