Description
Book SynopsisFood Styling is the first serious book on the subject of food styling for specific media: editorial, advertorial, public relations, marketing, advertising, packaging, and television and film production.
Table of ContentsAcknowledgments xi
Introduction xv
The Basics of Food Styling
1 Food Styling: An Overview 3
From Home Economist to Food Stylist: 1 History 4
The Smorgasbord of Food Styling 5
What is Food Styling? 7
Anatomy of 1 Food Styling Assignment 7
First Steps: Finding the Food and Props and Selecting Equipment 7
Preparing the Food 8
Arranging the Food 8
Keeping the Food Beautiful and Adding Final Touches 8
Is Food Styling For You? 8
The Attributes of 1 Good Food Stylist 9
Education, Formal and Informal 14
Work Experience: Versatility Helps 15
Business Ethics: to Enhance, Stretch, Or Cheat? 16
As the Photographer Sees It 17
Shooting Food We Don't Endorse, and Other Ethical Conflicts 17
2 the Medium is Everything
Assignments For Public Relations Firms 24
Working For Marketing Firms 25
Working With Advertising Assignments 26
Food Styling For Product-packaging Photography 26
Food Styling For Catalogs 27
Opportunities Via the Internet 28
Food Opportunities In Television 28
Food At the Movies 30
3 Your Food Styling Teammates 31
Who Hires Food Stylists? 32
Who Will You Work With? 32
Television and Film Production Crews 33
The Job: From Getting the Call to Invoicing
4 You Got the Job! Now What? 37
Setting 1 Schedule and Keeping Records 38
Gathering Assignment Details 38
Bidding and Budgeting For the Job 41
Your Fees 42
Hiring Assistants 42
Food Expenses: Everything But the Kitchen Sink 42
5 Prepping the Assignment 45
Starting Off: the Job Folder 46
How to Read Recipes, Layouts, Storyboards, and Scripts 47
Decoding Recipes 47
Visualizing Layouts 50
Reading Storyboards 50
Breaking Down Scripts 51
Brainstorming At the Preproduction Meeting 51
Getting It Together: Gathering Food, Equipment, and Props 53
Shooting On Location: Hidden Details 57
Planning For Foreign Locations 58
6 At the Shoot 59
Arriving and Organizing 60
Choosing Props For the Shoot 62
Discussing the Shooting Schedule 63
Preparing the Food For the Shoot 63
Styling For Visual Appeal and Mouthwatering Factor 64
Making Food Visually Appealing 65
Making Food Mouthwatering 70
Working On the Set 72
The Shot: It’s Time to Shoot the Food 75
Back to the Office: Things to Do After the Shoot 76
7 About Photography 79
8 the Basics of Propping 89
The Prop Stylist In Action 90
Determining the Style: Getting the Right Look 92
One Recipe’s Journey 94
9 the Basics of TV and Film Production Work 99
Food Styling For Television 100
Commercials 100
Cooking Shows 100
Home Shopping Programs 100
Infomercials 101
Talk-Show Segments 101
Television Series 102
Satellite Media Tours 102
Food Styling For Fi Lm 102
Industrials 102
Movies 102
The Cast of Characters In Tv and Film Production 103
Shooting: Studio Versus Location 105
Money Issues: Food Budget and Your Fees 105
Shooting 1 Storyboard Out of Sequence 106
10 the Food Stylist’s Tools of the Trade 107
The Kit and the Set Tray 108
The Food Stylist’s Knife Roll 118
Other Basic Equipment: Everything
11 Working With the Food: Overcoming Challenges 147
Food Science: the Basics of How Food Works 149
Fruits and Vegetables: Finding the Perfect Produce 149
To Blanch, Steam, Sauté, Microwave, Grill, Or Roast? That is the Question 169
Transporting Produce For 1 Shoot 170
Seasonal Availability Chart: Finding Food At Its Peak 170
A Glossary of Herbs 173
Edible Flowers: What to Know Before Using 177
Dairy Products: From Cheese to Creams 178
Cheeses 178
Milk, Yogurt, Cream, and Nondairy Whipped Toppings 179
From Butter to Margarines: Styling As Pats, Spreads, Or Melts 182
Breakfast Foods: Troubleshooting Tips For the Food Stylist 184
Cereals 184
Toast, Muffins, Bagels, and Donuts 187
Pancakes and Waffles 188
Egg Dishes: How Do You Want ’Em? 193
Bacon and Sausages 196
Sandwiches: How to Build Layer By Layer 197
Your Typical (Or Not) Cold Cut Sandwiches 198
Building 1 Better Hamburger 201
Grilled Sandwiches: From 1 Grilled Cheese to 1 Panini 206
Peanut Butter Sandwiches 207
Soups: Types and Techniques 210
Working With What You’ve Got 210
Temperature 210
Serving Sizes 211
Garnishes 211
Meat, Poultry, Fish, and Shellfish: Styling the Main Course 214
Red Meats 214
White Meats: Pork and Veal 215
Hot Dogs 216
Poultry 217
Fish and Shellfish 225
Grilled Food: Simulating the Look In 1 Shot 227
How to Make Grill Marks 227
Foods Difficult to Grill 228
Kebabs 228
Starches: From Pasta to Potatoes 229
Pasta 229
Potatoes 230
Rice 232
Pizza: Timing is Everything 234
The Crust 234
The Sauce 234
The Cheese 235
The Toppings 235
The Cheese Pull 235
Sauces: From Thick to Thin, From Sweet to Savory 237
White Sauces, Cheese Sauces, and Hollandaise 237
Gravies, Pan Juices, and Au Jus 238
Tomato Sauces 238
Fresh Salsas 238
Mustard, Mayonnaise, and Ketchup 239
Salad Dressings 239
Smooth Vegetable and Fruit Sauces (Coulis) 239
Fruit Coatings 239
Dessert Sauces 240
Garnishes: the Many, the Colorful, and the Troublesome 240
The Sweet Side of Garnishes 241
Baked Goods: Some Basic Rules 241
Determining the Type of Shot 242
Controlling the Baking Process: the Path to Perfection 242
Volume Baking 243
Preparing Your Baking Pans 243
Baking Tools and Equipment 245
Cakes: the Pleasures and Pitfalls 247
Layer Cakes 248
Bundt Cakes 252
Cheesecakes 253
Angel Food Cakes 253
Pound Or Loaf Cakes 253
Cupcakes 253
Cakes That Are Hard to Slice Through 254
Pies: Making Them Picture Perfect 254
Fruit Pies 257
Lattice-Topped Pies 258
Tarts 260
Pumpkin Pies 261
Quiches 262
Pies With Graham Cracker Or Crumb Crusts 262
Cream Pies 263
Ice Cream Pies 263
Meringue-Topped Pies 265
Cookies: Aiming For Consistency 266
Drop Cookies 267
Decorated Sugar Cookies and Gingerbread Cookies 268
Other Baked Goods: Overcoming Unique Styling Obstacles 269
Bars and Brownies 269
Phyllo Pastry 270
Muffins 270
Purchased Baked Goods: Adding Pizzazz to Store-Bought Desserts 272
The Finishing Touches: From Dollops to Dustings 272
Photographing Ice Cream: the Differences Between Real and Artifi Cial 274
Real Ice Cream 274
Artificial Ice Cream: Faking the Real Thing 279
Chocolate: the Problem Child For the Food Stylist 284
Melting Chocolate 284
Chocolate Sauces 285
Chocolate Candies 286
Cold and Hot Beverages: Food Styling Techniques In the Presentation 286
Cold Beverages 101 287
The Major Cold Beverages: What They
Volume Food: Shooting Family Style 300
Unattractive Food: How to Beautify It For 1 Shot 301
Pulling It All Together
12 the Business of Food Styling 305
The Entrepreneur: Beginning Your Food Styling Business 306
How to Be 1 Good Food Styling Assistant 307
How to Find Assisting Jobs: Look For Us In the Gutter 308
Testing: Its Many Values to the Food Stylist 310
Why Photographers Test 311
Why Food Stylists Test 312
The Process of Testing, From Start to Finish 313
Self-Promotion: the Five Ps of 1 Successful Business: Passion, Packaging, Persistence, Promotion, and Production 316
Passion: Food and Working With It Creatively 316
Packaging and Marketing Yourself 316
Persistence In Your Pursuit 319
Other Techniques For Self-Promotion 320
Production: Create Works That Sell You 321
Networking and Sharing: Helpful Organizations and Conferences For the Food Stylist 321
13 Beyond Food Styling: Expanding Your Options 323
Media Escort Or Spokesperson: Becoming 1 Food Emissary 327
Television Versus 1 Live Audience: How to Bring Food to the People 327
Food Demonstrations: Tips and Techniques 331
Product Development 334
Food Photography and Other Related Careers 334
14 Tips For Chefs, Caterers, and Others Who Want to Style Their Food 335
Tips For Small Businesses: Creating Visual Materials That Sell Your Food-Related Services 336
A Chef’s Guide to Preparing and Shooting Beautiful Food Photographs 338
Do Your Homework Before Taking the Shot 339
Trends: Food and Food Presentation
15 Reviewing the Last Fifty (Now Sixty) Years of Food Styling and Photography 345
The 1950s: Postwar Conformity, Casseroles, Elvis, and James Beard 347
The 1960s: Convenience, Domestic Engineers, Granola Crunchers, and Julia Child 348
The 1970s: Nouvelle Cuisine, the Feminist Revolution, Vegetarianism, and Alice Waters 349
The 1980s: Decadence, Take-Out Gourmet, and Celebrity Chefs 350
The 1990s: Return to Basics, Fat Reduction, Fusion Cuisine, and Martha Stewart 351
The 2000s: Time-Saving Meals, Adventuresome Eating, Green Concerns, and the Internet 352
Glossary: the Vocabulary of Food Styling 365
Resources 374
Index 389
