Do Food Stylists Use Fake Food?

by Jennifer, in category Food Styling Career, Food Styling Information
Is this ice cream real or fake?
Is this real or fake ice cream?

This question, “Do food stylists use fake food?” always comes up with people who are not intimately familiar with the food styling and photography field. And, my answer usually surprises people.

Since food styling became a creative culinary skill, there has been a lot of mystery surrounding it. There still is to some extent. Food stylists typically don’t share their techniques and food styling is still a profession that is hard to acquire the skills for and get hired for. With this mystery is a lot of misinformation. To answer the original question, most food shown in food photography is real. Let me expand on this.

Truth in Advertising

One of the main reasons real food is used, is that when you are advertising or selling food items, it’s actually a requirement that the food that is being photographed and sold is the food that a consumer would actually purchase.  This is part of the Truth In Advertising laws and just another reason why a good food stylist on any photo shoot is a must. There are laws and guidelines for how we work. Some are legal issues and some are client preferences.

A Photo shoot Example

Let’s say we are shooting a particular brand of pizza topped with pepperoni, olives, red peppers, cheese and mushrooms for an advertisement. The first thing the food stylist needs to learn from the client is what are the specs of the pizza? In other words, how much of each ingredient should be on the pizza. It’s really important to showcase those ingredients and proportions accurately. If there are suppose to be 15 pepperoni slices then that’s what we show. And, it’s not uncommon to have someone at the photo shoot from the company to assure this is done appropriately. Also, all of these ingredients are typically supplied from the client and are the actual pieces or components that are manufactured for the consumer. We don’t get special food for photo shoots. The food may come frozen or fresh depending on the client and the product. If it’s a restaurant chain we may get product from the restaurant itself. My job as the food stylist is not only to style the food but to pick out the best pieces of each ingredient so that photographed food looks the best and most delicious possible. Believe me, my assistants and I have sorted through a ton of food product just to pick the best most photogenic ingredients. And it’s a trained eye that knows how each piece will photograph.

When Is Fake Food Used In Food Photography?

There are a few occasions where “fake” food is okay to use.  For example, the food item that is being advertised must be real but supporting food might be fake at times. A good example of this, is if a client is selling a waffle cone, then the ice cream that is scooped into it isn’t being advertised.  In that case, I may use fake ice cream (and I make a killer fake ice cream!) because the truth is in the accurate representation of the cone. Then I can have a stress free shot taking my time with making everything look pretty without worrying about melting ice cream.

Another few approved uses of fake food is faux ice cubes in a drink (we aren’t selling ice cubes), produce that is used as background prop for a plated dish or that cherry on top of the sundae if you are advertising the ice cream. As long as the item being advertised for sale and consumption is the real deal, it’s okay to fake some of the rest. But typically, there would need to be a good reason to use fake. Like ice melting too quickly to capture the drink or out of season produce not being available so a great looking fake may be used in the background.

In conclusion, it makes sense both legally and visually to use real food where required first, and when it serves the photo making process second. Fake food is never as pretty, especially to the trained eye. A good food stylist has the skills to create the food in a way that lasts on set and the techniques to keep it looking good for the time it takes to get that perfect delicious shot. So, next time someone asks “Do food stylists use fake food?” you’ll know the whole story.

For more information on hiring Jennifer for your next photo shoot visit:

Jennifer Janz – A Fabulous Food Stylist & Co. (414) 412-3663

Or to learn food styling from Jennifer visit her Food Styling Training page which includes information for businesses and individual training and workshops:

Food Styling Training

What Does A Food Stylist Do?

by Jennifer, in category Food Styling Career
Jennifer Janz styling a cheeseburger on the set of a video shoot
Jennifer Janz is styling a cheeseburger on set for a video shoot

Telling people you’re a “food stylist” results in everything from confused looks to blank stares to hearing, “That sounds really fun.  What do food stylists do exactly?” Food Styling as a career is a very specialized and sometimes secretive field.

Food stylists do a lot and I like to think of myself as a “food artist”.  Just as any artist creates a work of beauty, food stylists do the same thing, only with food instead of clay, paint or a canvas.   Food stylists are artists who not only create food art but art that encourages sales for their clients! Simply, they turn food into art for the camera so people want to buy it.

So What Exactly Do Food Stylists Do?

Creating beautiful and delicious looking food is the primary role of a food stylist.  The food stylist is also responsible for working closely with the creative team before a photo shoot so they understand what the goals and guidelines are. The food stylist shops, preps, cooks and styles the food for the photography job they are hired for. They often hire their own assistants and team to get ready for and complete the job.

Pictures for magazines and cookbooks, photos on food packages, menus, billboards, and tv commercials all are very important selling tools for companies because customers make buying decisions based on how appealing the food looks in photos.  A good photographer is definitely needed to turn out good photos as well but the food stylist is what will make the food look beautiful enough to photograph.  Think of a food stylist as the hair and makeup person for the food.  Kind of a funny visual but this is really what happens.

Whose Creation Is It?

As briefly mentioned above, one of the most important aspects of the food stylist’s job is to work with the entire creative team to make a photographic product that is ultimately able to sell a product.  There are typically tight guidelines for the brands we are working with that must be followed in order for the end photograph to be successful. There are ways in which clients like their food depicted as well as the overall look and feel of the photo that must stay true to the brand. It’s very important to listen carefully and follow the vision of the brand and creative director. We must keep the goal of our food photos in mind during the process. We are responsible for getting customers to take the next step by creating enticing food.  Sometimes the end goal is to have the viewer purchase the actual food, like in a restaurant or advertisement, and sometimes it’s to attract more readers and fans. Two examples of the latter would be cooking magazines and blogs.  Food stylists create works of art and beauty so that customers and fans want to buy.  But, our works of art are never about us; it’s all about the company’s vision and goals. I like to say that food stylists are the liaisons between the creative’s vision and the camera. We get you to where you want to go.

Ask anyone who works in the food advertising or publishing industry and they will tell you how important a good food stylist is.  An expert with a passion for food and styling will “handle” food just like an image consultant would handle a person. It’s very important to make a great visual impression.

To learn more about the field of food styling or to get training from Jennifer, take one of her workshops or hire her to train your team by clicking here: http://afabulousfoodstylist.com/food-styling-training/

Jennifer Janz has been food styling for more than 25 years and has added The Food Styling Store to her online offerings. For more on tools, consultations, workshops, masterclasses and ebooks visit: http://www.thefoodstylingstore.com/