Visual Appeal And Its Importance In The Business World!

In this edition of our newsletter, let's focus on the visual appeal and its importance in the business world.

We will reveal food styling secrets. And?I will share the secret of a small business owner, a subtle approach that he uses to create a positive impression in the minds of his clients. So read on...

Let's start with food--

Either you know about it, or you will be shocked.

It's an art to shoot food for advertising commercials and photoshoots.?The food looks so mouth watering in the adverts and packaging that we go for the phone and order it. Or lap it up from the supermarket shelves ignoring other brands.

Though, when you get it, it isn't what you expect!

Remember: Art is half-truth. And a half-lie.?

And this is especially true for the art of food styling and food photography.

Because what looks like food may not be food. Or, even if it is food, not what you suppose it to be.

For example: The dark burnt marks on a burger patty could be shoe polish!

And the ice cream in the commercial could be mashed potatoes: The most loved food substitute in the kitty of food stylists.

Here are some more secrets from a food stylist's kitchen--

Glue: Real milk makes breakfast cereal look soggy. So they use white glue. Yogurt or shampoo could also be used.

Cotton balls and tampons: While the shooting takes time, and multiple takes, real food goes cold fast. To keep it looking steaming hot, food stylists soak cotton balls in hot water and hide these behind the food, or inside it.?

Blow Torch, branding iron, shoe polish: Many times the food isn't cooked at all. Or it is half cooked. Because cooked food doesn't give the perfect look desired for a commercial. The cooked brown look is given by a blow torch. With this, a food stylist can add as much brown as they want. And on the specific spots they want to highlight. The grilled look is added by branding iron.

And the shoe polish is used to make the dark shades.

Also, varnish comes handy to add that glossy, appealing colour to the dish.

There are many more tricks. Watch the video, and you will be amazed--

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And now the secret of visual appeal in the business world--

Visual appeal is important. Not just for food but the way our visiting cards are designed, the office layout and the overall visual appeal.

But a client of mine goes much further. He runs a medium-sized firm in a non-metro city. And he applies the visual appeal in selecting his people.

When he recruits, he evaluates the candidates on their competencies. But when he makes a final call, the looks become a filter. It's not about the colour of the skin or the weight. You will find all kinds of people in his organisation. His filter is subtle.

He asks: Does the person present himself or herself well? Do they look 'premium?' It is not about just physical looks: the way the person talks, walks and carries himself makes a difference. The texture of their clothes. The colours they choose. Everything counts.

His approach is:

My team should look like a top-notch team from a professional firm in Mumbai. When we enter a client's office, all dressed up well, walking together, it should evoke a sense of professionalism and confidence.

It works. The clients can 'feel and see' the difference between them and other players in the town. This look helps them project a professional image. And earn premium fees.

In conclusion, do give good attention to your looks. And how your team presents themselves.

Because--

When everything is equal, the man who becomes a CEO is the one who 'looks' like a CEO!

Do share the Creative Catnap newsletter with friends and colleagues. And subscribe if you haven't. That makes all the researching, writing and efforts worth it.

Creative Punito, Creativity & Success Coach.

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Puneet Bhatnagar, Aka Creative Punito is a brand storyteller, creativity and success coach. He can help you find amazing stories hidden in your brand landscape. He has a way of spotting hidden insights, and the expertise to express it in simple, effective expressions.

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