Food Photography Cheatsheet The following principles help ensure we showcase The Perfect Serve our food consistently, unmistakably and deliciously. Best practices Flawesome details celebrate just the right We use idealized versions of packaging in our marketing amount of imperfection, communications for increased impact and differentiation. reminding viewers that our food is crafted by hand. For more information on using the Perfect Serve, visit Design.mcdonalds.com/feelgooddesign/perfect-serve. Authentic materials, surfaces, wrappers and backgrounds accurately reflect the dining experience. Techniques and details Food is staged on a wrapper, not directly on a surface. Tones of Gold add richness, depth and deliciousness. Natural lighting suggests a warm, inviting and real environment. Depth of field heroes the product. Authentic environments A range of surfaces and backgrounds communicates an authentic experience. Propping Do not Wood Metal Make Steam Sizzle Food in motion Hero materials that are actually used in restaurant. Use Perfect Serve packaging for authentic Do not use materials and props that Every hot sizzle, toasty crunch and melty moment adds in-restaurant, at-home and on-the-go experiences. are inauthentic to the brand. to our delicious story. Visit    Design.McDonalds.com   for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s