Food Meets Art

Guilherme Jardim | 0 Comments

CREATIVE DIRECTOR OF NTGJ DESIGNS DISCUSSES THE UNIQUE RELATIONSHIP BETWEEN ART AND FOOD

Art and Food are indeed two disciplines that can be related, mainly when we think about how colors, textures and composition can influence the senses of human beings.

Have you ever heard the saying “To eat with the eyes”?

Lets first talk about color.

Try to have a look on a wall covered by colors. Your eyes will instinctively feel the colors, they are seduced by the beauty and the temperature of the color. You will feel happiness, the same happiness when you taste something really good, maybe something sweet or something spicy, something cold or something warm. It is important to understand that those feelings are ephemeral because they are physical feelings.

Nowadays, chefs are using color as an important player in their work.  To cook food is a very complete art as it touches many human senses including sight, touch, smell and taste. Color is used to create desire, and it is indeed very effective.

The same happens on the supermarkets, colors have a crucial role on the way a package or a brand can jump out of the shelf. The use of color and the contrasts are used to attract people’s eyes to the product and to create desire.

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On this picture you can feel how color can manipulate your senses and create desire. When you look at this picture you instinctively think about a hot day of summer and the pleasure of drinking that cocktail. It is desire caused by colors and textures. Its freshness is represented through color.

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On this picture color gives us the opposite feeling. The coffee colors remind us of a cozy warm drink on a cold day of winter. Those are two good examples about how color can manipulate our feelings on food.

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This is a good example of how color can have an important role on packaging design. This limited edition box, from TGTL (Think Global Taste Local) contains three tins of Extra Virgin Olive Oil, one from Portugal, one from Spain and one from Italy. The use of strong, vibrant and warm colors are representative of the origin of the products, warm, Mediterranean countries. The black and the gold represents the premium characteristics of the product.

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The colors of the previous pictures have been used to awaken our eyes and senses as this painting from Françoise Nielly does. It is pretty close to the role of color on art and on food.

Let’s now see how texture and shapes can create desire on the consumer and how important they are on the food industry.

On a painting we can analyze a work by its concept, use of color, textures and forms. Food is pretty close but we add flavor to the mix.

Crunchy, smoothy or both? It all starts on your eyes.

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On this cake your eyes can see many different textures and it creates desire. People like to feel different textures when they eat.

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This smooth chocolate ice cream contrasts with the crunchy texture of the following picture. Its texture transmits a different feeling to the viewer.

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Crunchy texture. A complete different sense is stimulated with this picture.

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It is very interesting how Thom van Rijckevorsel plays with textures on his photos.

Textures on food / textures on art?

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Talking about packaging design, this is a clear example of how texture and shape can have its impact.

This structural packaging is very clever and it represents glacier ice, giving a sense of freshness and pureness to the brand. It also connects the product to its origin, Finland, a cold country where snow and ice are part of everyday life.

About composition… would you dress in pink trousers, with a lemon shirt, a lettuce green tie and a purple hat? If yes you are brave… or a fool.

Composition is very important. Everything should combine well and should be well balanced. On art, on food and obviously on packaging design.

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On these two pictures is very interesting how textures, shapes and colors play their role together.

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We can say that there is a very thin line separating food from fine art.

We recently designed a brand called Think Global Taste Local that joins art, food and design together.

On the following picture you can see one of the works we did form this brand. We connected the Portuguese red wine with the Fado, the Portuguese National Music, illustrating it with warm vibrant colors.

The Portuguese culture is represented in the packaging design of a Portuguese wine. Wine and Art are obviously joined together.

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Guilherme Jardim
Creative Partner

www.ntgj.org
www.tgtl.org