Lighting

[snousle]

The task that lay unrecognized on my critical path turned out to be the establishment of proper lighting for food photography. Because I don't care to fork out $600 on real equipment, I bought a $6 light bulb and installed it so dangerously that it can only be used for a few minutes at a time. It is also readily removable should a health inspector show up; there are so many agencies that would blanch at this it's not funny.

Anyway, it's not like you don't notice when it's on. I might have to wear sunglasses.

The stage is the top of the deep freeze, which is good; it's a space for clean, extremely temporary things like storing items being returned to the refrigerator. So far I've been holding up light diffusers of various sorts through the most jury-rigged of methods. I'm trying to establish a "standard look" for my photos that will work for marketing and catalog purposes.

By george, I've almost got it:



Yeah, it's going to look like every other gauzy Martha Stewart magazine fantasy. But that's OK; it really is a good approach for just showing what's there. I've used some natural light to good effect, and a lot of natural light to really really bad effect. The resulting photos are often interesting, but they just don't look right on a web page.

I have a very hard time writing marketing material. On a Web page in particular, I just freeze right up. It is difficult for me to understand what things the public finds appealing and what it finds alarming. When I write for a sympathetic audience, the words flow. When I write something that will be judged against the standards of commercial advertising, it's terrifying. I think I could have been vastly better as an artist in almost any field were it not for that primal fear of expressing something queer. Without even knowing it.

I have made a conscious decision that self-expression is not as important as devotion to the art of this business. I had to put something up at http://www.mosscamp.com because I was passing out business cards. What I forced out continues to horrify me. The updated version will look like this - yeah, straight from a dreamweaver template. That is my primary goal for the day: to get this done.

I also need a photo that has a properly trimmed and gelled beard and a non-leather bandanna in which I'm not holding a ten-pound slab of meat. At least half this county is vegetarian. I'm actually wondering if putting up a half-baked site like this, even for a few days, does long term damage to the business.

I think it would be very helpful if you all would take a look at the web site, try not to laugh, and tell me what questions come to mind when you see it. Imagine you are a prospective client who heard about my business and who would like to throw a party. The answers to those questions are probably what needs to drive the content.

Comments

[envirobear.livejournal.com]

I don't know...I think I'd buy almost *ANYTHING* from a hot bearded man who is holding his slab of meat and looking at me with a clear and direct gaze....

Just saying'....*GRIN*

But yes, I would want to see a range of menus...and some glowing references from satisfied clients...and photos of you cooking in your kitchen and with clients enjoying the fruits of your kitchen. You should consider writing something "About Chef Tony", too, to relate how you cook, what makes your food unique and exciting to the palate, and what or who influences your style and tastes.

[sig-info.livejournal.com]

* I'd suggest adding an explicit definition of "small". Four people? 40? 400? Do you have an upper limit beyond which you won't go?

* From the text, it's not clear that you cater multiple-meal events.

* Would it make sense to swap the second & third paragraphs? (Is "we serve vegetarians" more important than "here's the kind of meals we prepare"?)

* How about putting an abbreviated sample menu in one of the side columns? (e.g. Fresh steamed clams, Roquefort salad, Braised baby eggs) That would instantly show prospective clients the kind of food they can expect.

[jpeace.livejournal.com]

It sounds like it's one of those lamps that burns your face and retinas out with UV if it's not installed at exactly the right angle with a shield made out of leaded crystal titanium sapphire. But the results are so pretty. Careful!

[bbearseviltwin.livejournal.com]

Actually you look pretty dapper in that photo. The black bandanna on your head makes a nice contrast to the crisp pristine white of your coat. As far as your beard, it looks excellently trimmed. Now about the meat, perhaps a shot of you with an array of different dishes in front of you, some being veggie dishes would work. However do remember that while half the county maybe vegetarian the other half is not. So a display of your range might serve you well.

[bitterlawngnome.livejournal.com]

That cabbage looks delicious. The BG looks a little blue on this monitor.

Portraits for advertising - the research suggests that people react better if you are looking at the lens with your eyes but not facing it directly (some experience that as a challenge), and your face should not be centered in the middle of the frame either x or y. Smiling is good.

"Frosted" clear shower curtains are excellent large scale diffusers but they melt easily if they come in contact w a hot lightbulb.

[barbarian-rat.livejournal.com]

I like the way your current page presents the information. It is concise and to the point. The only addition I would suggest is:
Our quotes are based on a setup fee plus a per-person fee, depending on the menu requested, and are subject to change.

The new Moss Camp page looks good, the green is pleasing.

The cabbage photo looks great. I think you have it down, except for the dangerous lighting...

The photo of you is very nice, but I agree, lose the meat. Hold something cooked and ready to serve. The bandana look is nice, but choose some other color.Your beard looks good, but then, I'm prejudiced.

[(Anonymous)]

I think you should add visual interest to the page, like a background of the canopy of the camp trees at dusk, for exapmle.

[h0gwash.livejournal.com]

That was me.

[pangolin.livejournal.com]

The quality of the picture presented definitely looks magazine or ad worthy.

Looks like an ad for a butcher

[ursine1.livejournal.com]

I would rather that you had a picture of you cooking rather than holding up a hunk of meat. The dish and you should both be the subject of the shot, with you a little off to one side and looking at the lens, as someone else suggested. And a smile, but not a "Hollywood" smile. More of a "I enjoy cooking" rather than "I am the famous Chef Tony" kind of look.

Chuck

Just A Quick Impression ...

[(Anonymous)]

... relative to your comments about Steve Pavlina's essay, and with the current downturn in the economy (whether or not your target client base is directly affected), I'd be careful when using the word "luxury":

"luxury |ˈlək sh (ə)rē; ˈləg zh (ə)-|
noun ( pl. -ries)
the state of great comfort and extravagant living : he lived a life of luxury.
• an inessential, desirable item that is expensive or difficult to obtain..."

As noted above, luxury is both inessential and desirable, as well as expensive. When one is selling something, inessential and expensive are not going to encourage a sale. Perhaps something akin to "affordable luxury" ... (searching for something not trite but with a good level of hist) ...

--Inspiritor--

Re: Just A Quick Impression ...

[snousle.livejournal.com]

Quite. It seems pretty clear that I have to aim for the top of the market. There are lots of people out here with lots of money and if I can get them wanting me, they aren't going to bat an eyelash at what I charge.

Sucking up to the super-rich is my solution to the deflationary economic environment!