The Impact of Lighting Ratio on the Advertisement Photography of Clean Food

Abstract

The objectives of this research were to (1) study the suitability of light ratio in clean food advertisement photography, (2) study the production process of clean food advertisements, and (3) to assess the satisfaction of the sample group regarding clean food advertisements. The research methodology involved generating 8 images of clean food, comprising 4 images taken with hard lighting and 4 images with soft lighting, while employing various lighting ratios: 1:1, 2:1, 4:1, and 8:1. An experimental group of 30 individuals residing in Pathum Thani Province was presented with the images to assess the suitability of the lighting ratios. The evaluation results were utilized to create clean food advertisements, which were afterwards assessed by experts for image quality and by a sample group of 102 individuals for their satisfaction with the advertisements. 

The research results showed that the suitable lighting ratio using hard light was 2:1 and the suitable lighting ratio for photographing clean food with soft light is 1:1. Also, the production process of advertisements comprises three stages: Pre-Production, Production, and Post-Production. Following the experts' quality assessment, clean food images can be used in advertising if the props are chosen carefully and communicate clean food according to nutritional principles. The sample group were satisfied with clean food images illuminated with hard lighting at a 2:1 lighting ratio and those illuminated with soft lighting at a 1:1 lighting ratio at high level. The sample group expressed the opinion that clean food images illuminated with both hard and soft lighting were perceived as having the most vivid colors and appearing to be the most appetizing.