Why Lighting Matters in Food Photography: A Real Example from Hong Kong
Yesterday, after finishing a client meeting, I was taking the MTR home when I noticed a large lightbox ad showcasing dishes from a well-known Chinese restaurant in Hong Kong.
At first glance, it had all the elements of high-impact food advertising—but something felt off. Every dish had multiple distracting shadows, making the food look oddly staged and flat. Instead of looking appetizing, the photos felt uncomfortable to look at, even disorienting.
As someone who has spent decades shooting commercial work, including food photography in Hong Kong, Macau, and Zhuhai, I immediately recognized the problem: poor lighting design.
A Common Mistake in Commercial Food Photography
It’s likely the photographer used multiple harsh light sources without proper diffusion or shadow control. While the average viewer may not know the technical reasons, they sense something’s wrong—and that’s enough to erode trust in your brand.
This raises real questions:
Was this the photographer’s oversight?
Did the client not notice—or simply trust that it looked "good enough"?
Or is it that most people can't identify bad lighting, but still react negatively to it?
In commercial food photography, lighting is storytelling. Harsh shadows or overexposed highlights can kill the mood, flatten textures, and make even the most delicious dishes feel lifeless.
The Takeaway: Good Photography Protects Your Brand
Photography is more than showing your product—it’s about presenting it in a way that builds emotional connection and trust. Especially in the food and hospitality industry, your images are often the first (and only) interaction someone has with your brand.
So if you're investing in advertising, packaging, or menus, don’t let bad photography undermine your brand. Hire a photographer who understands how to use light to make food look as good as it tastes.
Looking for Food Photography in Hong Kong?
I’m Ken Tam, a commercial photographer based in Hong Kong. With over 30 years of experience in food, portrait, and editorial photography, I specialize in lighting techniques that make your brand stand out. Explore my food photography services or contact me to elevate your next campaign.