A History of Food Photography in the 1990s

In the 1990s, the aesthetics of food photography was completely revolutionised by Australian magazine editor and food stylist Donna Hay. 

They used shallow depth of field so that there was only a part of the image in focus, instead of having everything in focus. 

The backgrounds of the images tended to be very minimal but with bright and vivid colours, so long as the food was the centre focus of the image. 

Many art directors and photographers pioneered the technique of a shallow depth of field, this was influenced by the Donna Hay magazine.

As there was only a small part of the image in focus, this meant that food stylists weren't needed. Also photographers could use natural light with a wide aperture, allowing food photographers being able to work anywhere and not just in the studio. 

1980s harsh tungsten lights were used. There was a progression, in the 1990s, to the use of a single soft box instead. Which then moved onto photographers using natural daylight in the late 1990s. This style moved to the UK around 1997. 

The demand for food photography greatly increased since release of the first issue of BBC Good Food magazine. 

The 1990s technique of selective focus greatly contrasted with the 'everything in focus' technique of the 1980s. 

By having the blur in the photo, the dish appears softer, less concerned with objectivity and more with artistic impression. 

By the late 1990s, people were no longer interested in un-illistrated books. 

The use of a shallow depth of field, gave the images a soft, natural look. However, the Donna Hay style was being used excessively. While selective focus was good and useful, it was being used and abused throughout the industry as readers were unable to identify what the food actually was, as the style was being used excessively without much understanding of how to use it properly. 

The extreme use of this technique receded slightly since then. 

A shallow depth of field allows text to be incorporated flawlessly. 

In the last decade there have vast changes in food photography. Digital cameras eliminating Polaroid tests and shooting everything perfect the first time. Digital manipulation allowed backgrounds to be changed in Photoshop or stray crumbs removed in post-prodruction. 

The flash replaced the tungsten lights. 

Food photography shifted in 2004 when Marks and Spencer's memorable television campaign pushed 'food porn' into the spot light. It wasn't just the use of a shallow depth of feels and a clean white background, it became the use of seductive voiceovers accompanied with oozing chocolate puddings, drizzled sauces and meat being craved. Leaving you wanting more.