Hard light has really been having a moment in food photography this past year. But is it right for your brand? Does it convey what you want it to? And what do these terms even mean?
What’s the difference?
Let’s break it down. Hard light is dramatic, with bright brights and well-defined shadows. Think 1960s advertising.
Soft light is more diffused. The shadows feather out, and the highlights are, well, softer.
To illustrate, let’s take a photo of something neutral – say, oranges – and capture them in both kinds of light. I shot the same scene, with zero editing (except cropping), changing only the lighting. First, hard light:
See how the shapes of the oranges are further defined by the sharp shadows?
Now what would happen if we diffused the light a bit…
Quite a difference, even in the background. The hard light has some “hot spots” in the background, while the soft light image is smoother.
Which one should I use?
One is not better than the other. They are just different. But one may convey your brand better than the other. You do not have to be swayed by any particular trend. You do you!
Hard light can be used to convey fun, youth, daring, or give the impression of sunlight.
Soft light can imbue elegance, sophistication, or serenity.
Note that all of the images above use the same background. The only difference photographically is the lighting setup.
Of course there are exceptions to the descriptions I mentioned. Hard light in food photography can look elegant…
…and soft light can look youthful!
It’s all about what serves your purposes, your vibe. So which do you prefer…?
Whichever option you land on for your brand, I’m here to help! Contact me here.