The Delboeuf Illusion in Food Photography for Marketing

The Delboeuf illusion is an optical illusion; a visual perception which is caused by contrast and assimilation. This principle was named for the Belgian Philosopher, Mathematician, Experimental Psychologist, Hypnotist an d Psychophysicist, Joseph Remi Leopold Delboeuf (1831 – 1896), who created it sometime in 1887 – 1888. According to the principle of Delboeuf, if you have two dots of equal size but surround one with a circle, the dot in the circle appears bigger.

The Delboeuf Illusion from Food to Photography

In culinary arts, the principle of Delboeuf is reflected in the appearance of the plates and how you spread the colour on the plate. If you put a piece of food on a large plate, your eyes will tell you the portion is too small. But if you put the same food on a smaller plate, then you will think that the portion is too large. It’s an optical trick our brains play on us.
The shape and colour of the dinnerware can affect the taste as well. In general, round, white plates tend to enhance sweet flavours in food, whereas black, angular plates tend to bring out more savoury flavours. Also, we know that the contrast of the colours on a plate affects the perceived sense of portion size.
Thus, we can say that the Delboeuf Illusion, it can also be a psychological effect, not just a sensory illusion.

The Delboeuf Illusion in Food Photography for Marketing

The key point of Delboeuf effect in food photography for marketing  is the contrast between food colours and the plate. The Delboeuf Illusion, claims that using a smaller plate will not only help to serve less food, but the portion will actually appear larger and more filling.  The delboeuf illusion applies to food on a plate. Plate size is one environmental factor that managers and chefs have focused on because it may be an easy factor to manipulate.
On the same direction, designers and photographers work with this principle when they build a menu strategy for social media . In Food Photography for marketing, both aspects (the aspect of the colours and the aspect of the shapes) have the same importance. Both create the subject and the message of the photography.

Also, the Delboeuf effect in food photography marketing is found in the difference between subject and background. All the time, the subject must be in the center of attention. (the dot surrounded by circles). the background completes the subject, but the subject has to be more intense than the background. Otherwise, we will lose the message and the effect of the photography.
There are significant studies that proves which colors effect appetite, and also there are a number of substantial studies that prove that colours, or more so their tone, can affect our moods. These relationships between colours and their effects must be incorporated in photography to get a photography with subliminal messages.

Small changes in the food environment can alter perceptions of food size, influence food choices, and reduce how much food people serve themselves and consume. Researches demonstrates that visual cues of portion size affect serving behaviour and food intake.
As we have mentioned before, the principle of Delboeuf is a visual perception which is caused by contrast and assimilation. This process of contrast and assimilation is achieved through colors and shapes.
Scientists agree that colour has a significant impact on how appealing or unappealing a food is for you. Just seeing food causes all sorts of reactions in your body. Neurones in a part of your brain called the hypothalamus, which regulates appetite, start firing up. The shapes and colours are psychological instruments. Used these instruments in culinary photography, we will get the desired effect.

The primary reason to implement the Delboeuf Effect in a restaurant menu is to take advantage of something known as “intelligent client manipulation.“ Using this illusion can make the same amount of food look like a larger portion depending on the size of the plate. That being said, the next time when you photograph a new menu and want to implement the Delboeuf Effect, keep in mind the following rules:

– The proportion between plate and food ;
– The contrast between colours and shapes;
– The composition of the photography;