{"product_id":"food-styling-isbn-9780470080191","title":"Food Styling","description":"\u003ci\u003eFood Styling\u003c\/i\u003e is the first serious book on the subject of food styling for specific media: editorial, advertorial, public relations, marketing, advertising, packaging, and television and film production. It focuses on the development of skills and the techniques and equipment required to help chefs improve presentations and simply better market a product. \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003eIntroduction xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe Basics of Food Styling\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Food Styling: An Overview 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrom Home Economist to Food Stylist: 1 History 4\u003c\/p\u003e \u003cp\u003eThe Smorgasbord of Food Styling 5\u003c\/p\u003e \u003cp\u003eWhat is Food Styling? 7\u003c\/p\u003e \u003cp\u003eAnatomy of 1 Food Styling Assignment 7\u003c\/p\u003e \u003cp\u003eFirst Steps: Finding the Food and Props and Selecting Equipment 7\u003c\/p\u003e \u003cp\u003ePreparing the Food 8\u003c\/p\u003e \u003cp\u003eArranging the Food 8\u003c\/p\u003e \u003cp\u003eKeeping the Food Beautiful and Adding Final Touches 8\u003c\/p\u003e \u003cp\u003eIs Food Styling For You? 8\u003c\/p\u003e \u003cp\u003eThe Attributes of 1 Good Food Stylist 9\u003c\/p\u003e \u003cp\u003eEducation, Formal and Informal 14\u003c\/p\u003e \u003cp\u003eWork Experience: Versatility Helps 15\u003c\/p\u003e \u003cp\u003eBusiness Ethics: to Enhance, Stretch, Or Cheat? 16\u003c\/p\u003e \u003cp\u003eAs the Photographer Sees It 17\u003c\/p\u003e \u003cp\u003eShooting Food We Don't Endorse, and Other Ethical Conflicts 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 the Medium is Everything\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAssignments For Public Relations Firms 24\u003c\/p\u003e \u003cp\u003eWorking For Marketing Firms 25\u003c\/p\u003e \u003cp\u003eWorking With Advertising Assignments 26\u003c\/p\u003e \u003cp\u003eFood Styling For Product-packaging Photography 26\u003c\/p\u003e \u003cp\u003eFood Styling For Catalogs 27\u003c\/p\u003e \u003cp\u003eOpportunities Via the Internet 28\u003c\/p\u003e \u003cp\u003eFood Opportunities In Television 28\u003c\/p\u003e \u003cp\u003eFood At the Movies 30\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Your Food Styling Teammates 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWho Hires Food Stylists? 32\u003c\/p\u003e \u003cp\u003eWho Will You Work With? 32\u003c\/p\u003e \u003cp\u003eTelevision and Film Production Crews 33\u003c\/p\u003e \u003cp\u003eThe Job: From Getting the Call to Invoicing\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 You Got the Job! Now What? 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSetting 1 Schedule and Keeping Records 38\u003c\/p\u003e \u003cp\u003eGathering Assignment Details 38\u003c\/p\u003e \u003cp\u003eBidding and Budgeting For the Job 41\u003c\/p\u003e \u003cp\u003eYour Fees 42\u003c\/p\u003e \u003cp\u003eHiring Assistants 42\u003c\/p\u003e \u003cp\u003eFood Expenses: Everything But the Kitchen Sink 42\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Prepping the Assignment 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStarting Off: the Job Folder 46\u003c\/p\u003e \u003cp\u003eHow to Read Recipes, Layouts, Storyboards, and Scripts 47\u003c\/p\u003e \u003cp\u003eDecoding Recipes 47\u003c\/p\u003e \u003cp\u003eVisualizing Layouts 50\u003c\/p\u003e \u003cp\u003eReading Storyboards 50\u003c\/p\u003e \u003cp\u003eBreaking Down Scripts 51\u003c\/p\u003e \u003cp\u003eBrainstorming At the Preproduction Meeting 51\u003c\/p\u003e \u003cp\u003eGetting It Together: Gathering Food, Equipment, and Props 53\u003c\/p\u003e \u003cp\u003eShooting On Location: Hidden Details 57\u003c\/p\u003e \u003cp\u003ePlanning For Foreign Locations 58\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 At the Shoot 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eArriving and Organizing 60\u003c\/p\u003e \u003cp\u003eChoosing Props For the Shoot 62\u003c\/p\u003e \u003cp\u003eDiscussing the Shooting Schedule 63\u003c\/p\u003e \u003cp\u003ePreparing the Food For the Shoot 63\u003c\/p\u003e \u003cp\u003eStyling For Visual Appeal and Mouthwatering Factor 64\u003c\/p\u003e \u003cp\u003eMaking Food Visually Appealing 65\u003c\/p\u003e \u003cp\u003eMaking Food Mouthwatering 70\u003c\/p\u003e \u003cp\u003eWorking On the Set 72\u003c\/p\u003e \u003cp\u003eThe Shot: It’s Time to Shoot the Food 75\u003c\/p\u003e \u003cp\u003eBack to the Office: Things to Do After the Shoot 76\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 About Photography 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 the Basics of Propping 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Prop Stylist In Action 90\u003c\/p\u003e \u003cp\u003eDetermining the Style: Getting the Right Look 92\u003c\/p\u003e \u003cp\u003eOne Recipe’s Journey 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 the Basics of TV and Film Production Work 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFood Styling For Television 100\u003c\/p\u003e \u003cp\u003eCommercials 100\u003c\/p\u003e \u003cp\u003eCooking Shows 100\u003c\/p\u003e \u003cp\u003eHome Shopping Programs 100\u003c\/p\u003e \u003cp\u003eInfomercials 101\u003c\/p\u003e \u003cp\u003eTalk-Show Segments 101\u003c\/p\u003e \u003cp\u003eTelevision Series 102\u003c\/p\u003e \u003cp\u003eSatellite Media Tours 102\u003c\/p\u003e \u003cp\u003eFood Styling For Fi Lm 102\u003c\/p\u003e \u003cp\u003eIndustrials 102\u003c\/p\u003e \u003cp\u003eMovies 102\u003c\/p\u003e \u003cp\u003eThe Cast of Characters In Tv and Film Production 103\u003c\/p\u003e \u003cp\u003eShooting: Studio Versus Location 105\u003c\/p\u003e \u003cp\u003eMoney Issues: Food Budget and Your Fees 105\u003c\/p\u003e \u003cp\u003eShooting 1 Storyboard Out of Sequence 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 the Food Stylist’s Tools of the Trade 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Kit and the Set Tray 108\u003c\/p\u003e \u003cp\u003eThe Food Stylist’s Knife Roll 118\u003c\/p\u003e \u003cp\u003eOther Basic Equipment: Everything\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Working With the Food: Overcoming Challenges 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFood Science: the Basics of How Food Works 149\u003c\/p\u003e \u003cp\u003eFruits and Vegetables: Finding the Perfect Produce 149\u003c\/p\u003e \u003cp\u003eTo Blanch, Steam, Sauté, Microwave, Grill, Or Roast? That is the Question 169\u003c\/p\u003e \u003cp\u003eTransporting Produce For 1 Shoot 170\u003c\/p\u003e \u003cp\u003eSeasonal Availability Chart: Finding Food At Its Peak 170\u003c\/p\u003e \u003cp\u003eA Glossary of Herbs 173\u003c\/p\u003e \u003cp\u003eEdible Flowers: What to Know Before Using 177\u003c\/p\u003e \u003cp\u003eDairy Products: From Cheese to Creams 178\u003c\/p\u003e \u003cp\u003eCheeses 178\u003c\/p\u003e \u003cp\u003eMilk, Yogurt, Cream, and Nondairy Whipped Toppings 179\u003c\/p\u003e \u003cp\u003eFrom Butter to Margarines: Styling As Pats, Spreads, Or Melts 182\u003c\/p\u003e \u003cp\u003eBreakfast Foods: Troubleshooting Tips For the Food Stylist 184\u003c\/p\u003e \u003cp\u003eCereals 184\u003c\/p\u003e \u003cp\u003eToast, Muffins, Bagels, and Donuts 187\u003c\/p\u003e \u003cp\u003ePancakes and Waffles 188\u003c\/p\u003e \u003cp\u003eEgg Dishes: How Do You Want ’Em? 193\u003c\/p\u003e \u003cp\u003eBacon and Sausages 196\u003c\/p\u003e \u003cp\u003eSandwiches: How to Build Layer By Layer 197\u003c\/p\u003e \u003cp\u003eYour Typical (Or Not) Cold Cut Sandwiches 198\u003c\/p\u003e \u003cp\u003eBuilding 1 Better Hamburger 201\u003c\/p\u003e \u003cp\u003eGrilled Sandwiches: From 1 Grilled Cheese to 1 Panini 206\u003c\/p\u003e \u003cp\u003ePeanut Butter Sandwiches 207\u003c\/p\u003e \u003cp\u003eSoups: Types and Techniques 210\u003c\/p\u003e \u003cp\u003eWorking With What You’ve Got 210\u003c\/p\u003e \u003cp\u003eTemperature 210\u003c\/p\u003e \u003cp\u003eServing Sizes 211\u003c\/p\u003e \u003cp\u003eGarnishes 211\u003c\/p\u003e \u003cp\u003eMeat, Poultry, Fish, and Shellfish: Styling the Main Course 214\u003c\/p\u003e \u003cp\u003eRed Meats 214\u003c\/p\u003e \u003cp\u003eWhite Meats: Pork and Veal 215\u003c\/p\u003e \u003cp\u003eHot Dogs 216\u003c\/p\u003e \u003cp\u003ePoultry 217\u003c\/p\u003e \u003cp\u003eFish and Shellfish 225\u003c\/p\u003e \u003cp\u003eGrilled Food: Simulating the Look In 1 Shot 227\u003c\/p\u003e \u003cp\u003eHow to Make Grill Marks 227\u003c\/p\u003e \u003cp\u003eFoods Difficult to Grill 228\u003c\/p\u003e \u003cp\u003eKebabs 228\u003c\/p\u003e \u003cp\u003eStarches: From Pasta to Potatoes 229\u003c\/p\u003e \u003cp\u003ePasta 229\u003c\/p\u003e \u003cp\u003ePotatoes 230\u003c\/p\u003e \u003cp\u003eRice 232\u003c\/p\u003e \u003cp\u003ePizza: Timing is Everything 234\u003c\/p\u003e \u003cp\u003eThe Crust 234\u003c\/p\u003e \u003cp\u003eThe Sauce 234\u003c\/p\u003e \u003cp\u003eThe Cheese 235\u003c\/p\u003e \u003cp\u003eThe Toppings 235\u003c\/p\u003e \u003cp\u003eThe Cheese Pull 235\u003c\/p\u003e \u003cp\u003eSauces: From Thick to Thin, From Sweet to Savory 237\u003c\/p\u003e \u003cp\u003eWhite Sauces, Cheese Sauces, and Hollandaise 237\u003c\/p\u003e \u003cp\u003eGravies, Pan Juices, and Au Jus 238\u003c\/p\u003e \u003cp\u003eTomato Sauces 238\u003c\/p\u003e \u003cp\u003eFresh Salsas 238\u003c\/p\u003e \u003cp\u003eMustard, Mayonnaise, and Ketchup 239\u003c\/p\u003e \u003cp\u003eSalad Dressings 239\u003c\/p\u003e \u003cp\u003eSmooth Vegetable and Fruit Sauces (Coulis) 239\u003c\/p\u003e \u003cp\u003eFruit Coatings 239\u003c\/p\u003e \u003cp\u003eDessert Sauces 240\u003c\/p\u003e \u003cp\u003eGarnishes: the Many, the Colorful, and the Troublesome 240\u003c\/p\u003e \u003cp\u003eThe Sweet Side of Garnishes 241\u003c\/p\u003e \u003cp\u003eBaked Goods: Some Basic Rules 241\u003c\/p\u003e \u003cp\u003eDetermining the Type of Shot 242\u003c\/p\u003e \u003cp\u003eControlling the Baking Process: the Path to Perfection 242\u003c\/p\u003e \u003cp\u003eVolume Baking 243\u003c\/p\u003e \u003cp\u003ePreparing Your Baking Pans 243\u003c\/p\u003e \u003cp\u003eBaking Tools and Equipment 245\u003c\/p\u003e \u003cp\u003eCakes: the Pleasures and Pitfalls 247\u003c\/p\u003e \u003cp\u003eLayer Cakes 248\u003c\/p\u003e \u003cp\u003eBundt Cakes 252\u003c\/p\u003e \u003cp\u003eCheesecakes 253\u003c\/p\u003e \u003cp\u003eAngel Food Cakes 253\u003c\/p\u003e \u003cp\u003ePound Or Loaf Cakes 253\u003c\/p\u003e \u003cp\u003eCupcakes 253\u003c\/p\u003e \u003cp\u003eCakes That Are Hard to Slice Through 254\u003c\/p\u003e \u003cp\u003ePies: Making Them Picture Perfect 254\u003c\/p\u003e \u003cp\u003eFruit Pies 257\u003c\/p\u003e \u003cp\u003eLattice-Topped Pies 258\u003c\/p\u003e \u003cp\u003eTarts 260\u003c\/p\u003e \u003cp\u003ePumpkin Pies 261\u003c\/p\u003e \u003cp\u003eQuiches 262\u003c\/p\u003e \u003cp\u003ePies With Graham Cracker Or Crumb Crusts 262\u003c\/p\u003e \u003cp\u003eCream Pies 263\u003c\/p\u003e \u003cp\u003eIce Cream Pies 263\u003c\/p\u003e \u003cp\u003eMeringue-Topped Pies 265\u003c\/p\u003e \u003cp\u003eCookies: Aiming For Consistency 266\u003c\/p\u003e \u003cp\u003eDrop Cookies 267\u003c\/p\u003e \u003cp\u003eDecorated Sugar Cookies and Gingerbread Cookies 268\u003c\/p\u003e \u003cp\u003eOther Baked Goods: Overcoming Unique Styling Obstacles 269\u003c\/p\u003e \u003cp\u003eBars and Brownies 269\u003c\/p\u003e \u003cp\u003ePhyllo Pastry 270\u003c\/p\u003e \u003cp\u003eMuffins 270\u003c\/p\u003e \u003cp\u003ePurchased Baked Goods: Adding Pizzazz to Store-Bought Desserts 272\u003c\/p\u003e \u003cp\u003eThe Finishing Touches: From Dollops to Dustings 272\u003c\/p\u003e \u003cp\u003ePhotographing Ice Cream: the Differences Between Real and Artifi Cial 274\u003c\/p\u003e \u003cp\u003eReal Ice Cream 274\u003c\/p\u003e \u003cp\u003eArtificial Ice Cream: Faking the Real Thing 279\u003c\/p\u003e \u003cp\u003eChocolate: the Problem Child For the Food Stylist 284\u003c\/p\u003e \u003cp\u003eMelting Chocolate 284\u003c\/p\u003e \u003cp\u003eChocolate Sauces 285\u003c\/p\u003e \u003cp\u003eChocolate Candies 286\u003c\/p\u003e \u003cp\u003eCold and Hot Beverages: Food Styling Techniques In the Presentation 286\u003c\/p\u003e \u003cp\u003eCold Beverages 101 287\u003c\/p\u003e \u003cp\u003eThe Major Cold Beverages: What They\u003c\/p\u003e \u003cp\u003eVolume Food: Shooting Family Style 300\u003c\/p\u003e \u003cp\u003eUnattractive Food: How to Beautify It For 1 Shot 301\u003c\/p\u003e \u003cp\u003ePulling It All Together\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 the Business of Food Styling 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Entrepreneur: Beginning Your Food Styling Business 306\u003c\/p\u003e \u003cp\u003eHow to Be 1 Good Food Styling Assistant 307\u003c\/p\u003e \u003cp\u003eHow to Find Assisting Jobs: Look For Us In the Gutter 308\u003c\/p\u003e \u003cp\u003eTesting: Its Many Values to the Food Stylist 310\u003c\/p\u003e \u003cp\u003eWhy Photographers Test 311\u003c\/p\u003e \u003cp\u003eWhy Food Stylists Test 312\u003c\/p\u003e \u003cp\u003eThe Process of Testing, From Start to Finish 313\u003c\/p\u003e \u003cp\u003eSelf-Promotion: the Five Ps of 1 Successful Business: Passion, Packaging, Persistence, Promotion, and Production 316\u003c\/p\u003e \u003cp\u003ePassion: Food and Working With It Creatively 316\u003c\/p\u003e \u003cp\u003ePackaging and Marketing Yourself 316\u003c\/p\u003e \u003cp\u003ePersistence In Your Pursuit 319\u003c\/p\u003e \u003cp\u003eOther Techniques For Self-Promotion 320\u003c\/p\u003e \u003cp\u003eProduction: Create Works That Sell You 321\u003c\/p\u003e \u003cp\u003eNetworking and Sharing: Helpful Organizations and Conferences For the Food Stylist 321\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Beyond Food Styling: Expanding Your Options 323\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMedia Escort Or Spokesperson: Becoming 1 Food Emissary 327\u003c\/p\u003e \u003cp\u003eTelevision Versus 1 Live Audience: How to Bring Food to the People 327\u003c\/p\u003e \u003cp\u003eFood Demonstrations: Tips and Techniques 331\u003c\/p\u003e \u003cp\u003eProduct Development 334\u003c\/p\u003e \u003cp\u003eFood Photography and Other Related Careers 334\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Tips For Chefs, Caterers, and Others Who Want to Style Their Food 335\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTips For Small Businesses: Creating Visual Materials That Sell Your Food-Related Services 336\u003c\/p\u003e \u003cp\u003eA Chef’s Guide to Preparing and Shooting Beautiful Food Photographs 338\u003c\/p\u003e \u003cp\u003eDo Your Homework Before Taking the Shot 339\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTrends: Food and Food Presentation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Reviewing the Last Fifty (Now Sixty) Years of Food Styling and Photography 345\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 1950s: Postwar Conformity, Casseroles, Elvis, and James Beard 347\u003c\/p\u003e \u003cp\u003eThe 1960s: Convenience, Domestic Engineers, Granola Crunchers, and Julia Child 348\u003c\/p\u003e \u003cp\u003eThe 1970s: Nouvelle Cuisine, the Feminist Revolution, Vegetarianism, and Alice Waters 349\u003c\/p\u003e \u003cp\u003eThe 1980s: Decadence, Take-Out Gourmet, and Celebrity Chefs 350\u003c\/p\u003e \u003cp\u003eThe 1990s: Return to Basics, Fat Reduction, Fusion Cuisine, and Martha Stewart 351\u003c\/p\u003e \u003cp\u003eThe 2000s: Time-Saving Meals, Adventuresome Eating, Green Concerns, and the Internet 352\u003c\/p\u003e \u003cp\u003eGlossary: the Vocabulary of Food Styling 365\u003c\/p\u003e \u003cp\u003eResources 374\u003c\/p\u003e \u003cp\u003eIndex 389\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDELORES CUSTER\u003c\/b\u003e has been a freelance food stylist and culinary educator since 1978. Today she styles for magazines and cookbook publishers, and in print advertising, public relations, television, and feature films. She has taught courses in Professional Food Styling, Recipe Writing, and Food Demonstration Techniques for Television at New York University, The Culinary Institute of America, The Institute of Culinary Education, and culinary schools around the world. Her food clients include Kraft Foods, General Mills, Unilever, Campbell Soup Company, ConAgra, Nestlé, Häagen-Dazs®, Red Lobster, Subway, Cuisinart, Bacardi, and Budweiser. Her website is delorescuster.com.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eFOOD STYLING\u003c\/b\u003e BEHIND EVERY mouthwatering image of food is a dedicated food stylist whose job it is to consider, plan, and perfect every detail from the curve of an apple stem to the fan of a shrimp tail.\u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eFood Styling\u003c\/i\u003e, master stylist Delores Custer presents the definitive reference in the field—complete with detailed information on essential tools and useful equipment, step-by-step guidance on achieving the perfect shot, and a wealth of tried-and-true techniques for everything from voluminous frostings to mile-high sandwiches. Based on her thirty years of experience styling for advertising, magazines, books, television, and film, Custer shares her expert guidance on how to achieve stunning visual perfection for all media.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989229027557,"sku":"NP9780470080191","price":79.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470080191.jpg?v=1761783292","url":"https:\/\/k12savings.com\/products\/food-styling-isbn-9780470080191","provider":"K12savings","version":"1.0","type":"link"}