SCHEDULING
DELIVERY
NAMING
PHOTOSHOOT OVERVIEW
EQUIPMENT
LIGHTING & SETUP
Product photo
Cover photo
Close-up photo
Menu photo
Food Photography Guidelines
V 2.8 - 2024.02.02
XXX is an online food ordering and delivery platform found in Helsinki, Finland. Wolt's mission is to make cities better places for customers, merchants, and couriers alike. They want to build the digital world version of the shopping malls, brought to the convenience of our homes and workplaces within a half-hour or so. Users can read menus, order, and pay for food from participating businesses using an application on the iOS or Android platforms, or through a web browser. Businesses' photos are seen by thousands of nearby Wolt users searching for something to eat!
SCHEDULING
This is a Wolt assignment. Please read the guidelines carefully as the expected delivery is different.
Summary
Scheduling: Check the number of dishes on the menu with the restaurant (depending on the package) and make sure they will all be available. Shoot only the dishes available on the menu.
Menu photo: Photograph the specific menu of the restaurant where items are listed with ingredients and allergens sections.
Framing: Use different dishes for the Cover and Close-up compositions, polish them, and include props. Avoid excessive zooming on Close-ups. Capture the covers and close-ups at the beginning of the photoshoot to ensure sufficient time and a variety of dishes.
Lighting: Use diffused studio lights to avoid overexposure/underexposure of images.
Shadows: Ensure shadows are soft, diffused, and consistent on all photos. Place the shadow in the bottom right corner.
Background: Use a neat white background without wrinkles or texture.
Ratio: Anticipate a 16:9 crop ratio and avoid cropping plates.
Angles: Select the best angle for the type of food. Check the Angles section for more details.
Naming: Kindly rename your files following this structure:
Product photos - use the item ID from the menu list on the assignment page to rename the dishes:
ItemID.jpg (If the dish doesn’t have an item ID, name it with the dish name: Dishname.jpg)
Cover shots: Restaurant name_Cover 1.jpg, Restaurant name_Cover 2.jpg
Close-ups: Restaurant name_Closeup 1.jpg, Restaurant name_Closeup 2.jpg
Examples:
Product photo: 6447e35623758744a19c2383.jpg, etc
Cover photo: La pizza rue_Cover 1.jpg, etc
Close-up photo: La pizza rue_Closeup 1.jpg, etc
Covers & Close-ups: shoot 3 Covers and 2 Close-ups, distinct from one another.
If you are scheduling for the first time and are not sure of the correct process, please follow the instructions here to ensure that you follow the correct protocol with the business owner.
By accepting this assignment, you will be representing OCUS in the eyes of our client. We count on you to demonstrate a high level of professionalism in your coming interactions. If a photoshoot already has an appointment scheduled, please respect this appointment and only assign yourself to the photoshoot if you are available at this time.
Check the number of dishes on the menu with the restaurant (depending on the package) and make sure they will all be available.
Inform the on-site contact that any dishes not on the menu will not be included in the shoot.
Print the list of dishes to bring to the photoshoot.
Encourage the on-site contact to prepare all dishes on the list. If they refuse, explain in the comments.
DELIVERY
When and how to upload my images
Your priority is to take excellent photos. To ensure consistency across our entire community, OCUS is handling the post-production internally. Please respect the following requirements to make sure that we can deliver the best results to our client.
Don’t edit any of your photos (no crop, no edit).
Don’t remove the metadata from the files.
Select your best shots and don't send more files than required.
Follow the naming convention below (take some notes during the photoshoot to keep all the needed information).
Shoot in RAW format but deliver only JPGs!
If something does not allow you to strictly follow these guidelines during the photoshoot, you must let us know with a comment on your dashboard after your upload.
NAMING
The items you photograph must be the exact same ones that will be available on the Wolt app, otherwise, your assignment won't be validated.
Kindly rename your files following this structure:
Product photos - use the item ID from the menu list on the assignment page to rename the dishes:
ItemID.jpg (If the dish doesn’t have an item ID, name it with the dish name: Dishname.jpg)
Cover shots: Restaurant name_Cover 1.jpg, Restaurant name_Cover 2.jpg
Close-ups: Restaurant name_Closeup 1.jpg, Restaurant name_Closeup 2.jpg
Examples:
Product photo: 6447e35623758744a19c2383.jpg, etc
Cover photo: La pizza rue_Cover 1.jpg, etc
Close-up photo: La pizza rue_Closeup 1.jpg, etc
Covers & Close-ups: shoot 3 Covers and 2 Close-ups, distinct from one another.
Please make sure you upload your files to the correct category and then confirm when you've finished the uploading process by clicking on "Send all media" to send the files to OCUS.
⚠️ Send your pictures before midnight on the day of the photoshoot. ⚠️ Keep your RAW files until your assignment is validated.
PHOTOSHOOT OVERVIEW
Your goal is to take enticing photos that make people eager to order food from the Wolt platform. The client is expecting 4 types of images: products, covers, close-ups and a menu photo. You will find the description of each category below. Please deliver all of them.
⚠️ Remember to always shoot your photos in RAW format, but only upload JPG files to the OCUS platform.
⚠️ It is important to adjust the White balance correctly and shoot on a white background for the best postproduction results.
If you need to ask us any questions, you can use the link at the bottom of this page to visit our Help Center, and we'll be happy to help you.
EQUIPMENT
Full frame or APS-C
General settings:
ISO 400
WB: Manual, try to get natural tones
35-70mm (full frame)
General settings:
Aperture: f/8 - f/11
Accessories
Mandatory accessories:
1-2 Studio strobes, speedlights or LED panels
1-2 Softboxes or see-through umbrellas
Tripod
Tripod arm for overhead shots (recommended)
Reflector and 1-2 diffusers
White background
Grey card
Laptop and tethering cable (with Lightroom or Capture One)
LIGHTING & SETUP
Choose a table at least 80 x 60 cm or larger. If the restaurant has smaller tables, reserve two tables to be placed together for the shoot. Leave space around the table for flashes. Also, prepare a surface for photographed dishes.
Bring portable lights (either one light and reflector or two lights)
Use a softbox or a shoot-through umbrella to achieve soft shadows (positioned at a 45°)
A larger light surface closer to the subject produces softer shadows
Please avoid any distracting reflections on your table
The lighting cannot come from the bottom of the frame
The shadow must be cohesive across the photoshoot
The shadow must always be on the same side in all photos
Preserve details in highlights and shadows
The most effective lighting setup is to position the softbox in the top left corner and have the shadow in the bottom right corner of the frame:
Result example:
Product photo
⚠️Shoot product photos on a clean white background without imperfections or wrinkles. Use a larger background if shooting at a 0° angle is required⚠️
Product photos showcase individual menu items that clients can purchase through the app. These can include dishes, food combinations, sauces, drinks, and side dishes. Sometimes, a product photo may contain two elements, such as the main dish and a dressing, which should be similarly aligned for a seamless viewing experience while scrolling through the app.
The photo should always depict what the customer is getting:
If the order comes with a side dish, show it in the picture without overpowering the main dish.
If the side dish is in a larger bowl than the main dish, advise changing the plate.
Choose the best angle to represent a dish:
0°: Burgers, sandwiches/wraps, drinks
45°: Muffins, cakes, donuts, bread
90°: The rest of the dishes
For a dish assortment with drinks, the angle could be chosen to better showcase the dishes.
Quantity
Refer to your OCUS Dashboard for the quantity.
Do
Place the dish in the center of the frame, ensuring full visibility after applying a 16:9 crop ratio.
Leave ≈50% of the frame as space for editors.
Ensure dishes are centered with negative space above and below.
Use a horizontal format for all shots, including bottles.
Consistent plate position preferred.
Make sure ingredients are visible.
Ensure all ingredients are cooked.
Shoot base dish for dishes with multiple variants.
Request extra volume (e.g. more greens) for a better appearance.
Remove aluminum foil.
Photograph common drinks such as Cola, Sprite, Fanta, water, or generic wine brands only if they are on the menu item list.
Photograph both sides of wine or other bottles.
Don't
Use horizontal placement of the dish instead of diagonal to reduce negative space.
Avoid underplates.
Do not add decorations.
Avoid shooting food directly on the table.
Do not photograph to-go packaging, except for brown paper salad bowls and burger parchment paper.
Clean bottles before photographing to avoid dust or fingerprints.
Replace products with damaged labels before photographing drinks.
The brand names are acceptable only for the items from the menu list.
Avoid metal elements, as they can cause your reflection.
Camera settings
Shutter Speed - 1/150
35-70mm (full frame)
Aperture > f/8 - f/11
ISO 100 - 400 max.
WB: Manual, try to get natural tones
White background, tripod, lights, reflector, diffuser
Horizontal/0°, 45°, 90°
Ratio to anticipate (16:9):
Good examples
Cover photo
⚠️Shoot cover photos on a clean white background without imperfections or wrinkles. Use a larger background if shooting at a 0° angle is required⚠️
The Cover image is the first photo customers see when using the app to order food. It appears on both the discovery and restaurant pages. The image should include 3-5 dishes, including sides. The photo should display the main dishes, starters, and desserts. It should not consist solely of desserts, sauces, or bread.
Here is a list of props you can consider using:
Napkin - napkins and towels should be avoided in the foreground or the middle of the picture, but overall they are acceptable.
Cutlery - use served as for eating. Example: on the right side of the plate, never in the center.
Chopsticks - never cross them.
To compose a good shot, consider these tips:
Avoid heavy compositions with too many dishes and details. Shoot one cover without using any props.
Use smaller plates to minimize lost space.
If using large plates, position the dish towards one edge.
Ensure dynamic composition (no linear or diagonal placements).
Ensure there is always at least one dish in the middle of the composition.
Avoid overlapping plates.
Choose the best angle to represent a dish:
0°: Burgers, sandwiches/wraps, drinks
45°: Muffins, cakes, donuts, bread
90°: The rest of the dishes
Quantity
x3
Do
Place the main dish in the center of attention (not in the middle), ensuring full visibility after applying a 16:9 crop ratio.
Leave space between dishes.
Use a horizontal format for all shots, including bottles.
Make sure ingredients are visible.
Ensure all ingredients are cooked.
Add a few carefully selected items for styling.
Request extra volume (e.g. more greens) for a better appearance.
Remove aluminum foil.
Photograph common drinks such as Cola, Sprite, Fanta, water, or generic wine brands only if they are on the menu item list.
Photograph both sides of wine or other bottles.
Help the viewer to clearly identify the food category while scrolling through the app.
Don't
Avoid overly symmetrical or aligned plates.
Avoid underplates.
Avoid shooting inedible props.
Avoid shooting food directly on the table.
Exclude hands from the frame.
Do not photograph to-go packaging, except for brown paper salad bowls and burger parchment paper.
Clean bottles before photographing to avoid dust or fingerprints.
Replace products with damaged labels before photographing drinks.
The brand names are acceptable only for the items from the menu list.
Avoid metal elements, as they can cause your reflection.
Camera settings
35-70mm (full frame)
shutter speed - 1/150
Aperture > f/8 - f/11
ISO 100 - 400 max.
WB: Manual, try to get natural tones
White background, tripod, lights, reflector, diffuser
Horizontal/0°, 45°, 90°
Ratio to anticipate (16:9):
Good examples
Close-up photo
⚠️Shoot close-up photos on a clean white background without imperfections or wrinkles. Use a larger background if shooting at a 0° angle is required⚠️
The close-up photo should be distinct from the cover photo. It is a stylized, detailed photo that zooms in on the bestselling dishes. Focus on 3 dishes maximum that are the most visually appealing and popular. Avoid featuring only sauces, salads, or toppings.
For example, you could photograph 1 main dish and 1 - 2 side dishes but do not photograph more than 3 plates.
To compose a good shot, consider these tips:
Avoid heavy compositions with too many dishes and details - one photo without props is required.
Ensure dynamic composition (no linear or diagonal placements).
Ensure there is always at least one dish in the middle of the composition.
Avoid overlapping plates.
Choose the best angle to represent a dish:
0°: Burgers, sandwiches/wraps, drinks
45°: Muffins, cakes, donuts, bread
90°: The rest of the dishes
Quantity
x2
Do
Choose the best composition for your photo (check the visual examples below).
Anticipate a 16:9 crop ratio.
Leave space between dishes.
Use a horizontal format for all shots, including bottles.
Make sure ingredients are visible.
Ensure all ingredients are cooked.
Add a few carefully selected items for styling.
Request extra volume (e.g. more greens) for a better appearance.
Remove aluminum foil.
Photograph common drinks such as Cola, Sprite, Fanta, water, or generic wine brands only if they are on the menu item list.
Photograph both sides of wine or other bottles.
Help the viewer to clearly identify the food category while scrolling through the app.
Don't
Avoid overly symmetrical or aligned plates.
Avoid underplates.
Avoid shooting inedible props.
Avoid shooting food directly on the table.
Exclude hands from the frame.
Do not photograph to-go packaging, except for brown paper salad bowls and burger parchment paper.
Clean bottles before photographing to avoid dust or fingerprints.
Replace products with damaged labels before photographing drinks.
The brand names are acceptable only for the items from the menu list.
Avoid metal elements, as they can cause your reflection.
Camera settings
50-70mm (full frame)
shutter speed - 1/150
Aperture > f/8 - f/11
ISO 100 - 400 max.
WB: Manual, try to get natural tones
White background, tripod, lights, reflector, diffuser
Horizontal/0°, 45°, 90°
Ratio to anticipate (16:9):
Good examples
Menu photo
Photograph the specific menu of the restaurant where items are listed with ingredients and allergens sections.
Quantity
x1
X
Thank you for your work!
