VisualGPS Creative Trends Culture The Cultural Significance of Food in Visuals: A Shoot Spotlight on Ramadan

Whether we share a love for a particular country’s cuisine, or we're divided over a delicacy, food has the power to shift relationships, families, societies and entire cultures. It's a marker of cultural identities, history, political relations, economic status and social norms. Getty Images' VisualGPS research reveals that for 6 in 10 consumers, connecting with family and friends is essential for their wellbeing and food is often a great connector.  

Food is also an important part of religious ceremonies, celebrations and practices, with the preparation of food in specific ways a way to show respect within different communities. Combining universal themes around food with specific relatable rituals around the Islamic festival of Ramadan was the focus for this shoot as VisualGPS research reveals 6 in 10 consumers believe that advertisements that reflect real people and lifestyles are more relatable.

Enter photographer Nicky Lloyd and the power of Instagram. Nicky had been approached on Instagram (see @nlloyd_photography) by a model who had seen her work and liked what she was producing. Nicky suggested a shoot around Ramadan involving her family. She agreed and brought three generations, using a cousin’s house as the location for the shoot.

Nicky is not Muslim, so she had a coffee meet‑up with the model to discuss the various aspects of Ramadan and Eid. She emphasised the importance of asking questions to better understand the nuances of another culture. This approach fosters genuine curiosity and appreciation, which can significantly enhance the storytelling aspect of the shoot. She said, “It was a very special space to be able to ask questions and gain understanding to ensure that our content is authentic. She included wonderful details about how it feels to wait for sunset as a family before you break the fast, and even the moments where younger children may spontaneously jump on parent's backs during prayers." 

These tiny details add so much realness to a shoot.  While some food was sourced—ensuring that it was all Halaal—the mother featured in this shoot made snacks and speciality baked goods that she would normally make for her family and neighbours during Ramadan. 
 
In summing up the shoot,  Nicky expressed gratitude: “It's rare that you can ask such detailed and specific questions with the aim of understanding the dynamics of someone else’s family/culture/religion/lifestyle without seeming nosy or too invasive. It was amazing to show a genuine curiosity and then turn our appreciation for their answers into the details in the imagery.” 

Companies that authentically demonstrate their commitment to inclusion and multicultural audiences by featuring diverse individuals and celebrating various cultures are more likely to resonate with all target audiences.

• Food as a narrative tool: Use food to tell stories that reflect cultural identities and shared experiences.
• Engagement with diverse communities: Foster authentic relationships with individuals from different backgrounds to ensure respectful and accurate representation.
• Celebrate authentic representation: Select visuals that take a more mindful approach in the collaboration between those in front of and behind the camera.