Baking it Down with Sugar Cookie Marketing 🍪

Episode 234: "Food-tography"

Hosts: Heather and Corrie Miracle
Date: October 28, 2025

Episode Overview

In this episode, Heather and Corrie crack open the topic of "Food-tography"—the art and business of photographing baked goods to supercharge bakery sales and marketing. As admins of the 50,000-member Sugar Cookie Marketing Facebook group, their mission is to help cottage bakers level up online presence, and this week they break down all things food photography, from lighting and cameras to styling, editing, and the age-old "to bead or not to bead" prop debate. Expect lots of actionable tips with the twins’ signature blend of humor, clean banter, and real-world marketing know-how.

Key Discussion Points and Insights

1. The Power of Quality Food Photography

• Theme: Great pictures sell more cookies. Exceptional food imagery creates a perception of professionalism, cleanliness, and desirability, often separating a hobbyist from a sought-after baker in a saturated market.
• “Classes will make you cash, but also good photos will bring you cash.” – Heather [02:36]
• Customers often judge quality—and kitchen cleanliness—by the polish of your photos.
• Find a style you enjoy and stay consistent, but don't be afraid to experiment: some buyers love minimalist shots, others love cozy, prop-heavy tablescapes. See what resonates with your audience.

2. Cheap vs. Expensive: Making the Most of Any Budget

• Almost all stages of food photography have a "cheap" and "expensive" approach:
  • Lighting: Sunlight (free but unreliable) vs. artificial light boxes or full light studios (costly, but consistent).
  • Camera: Modern smartphones can work wonders, but DSLR/mirrorless cameras will always have the edge for clarity, low light, and true depth of field.
  • Props/Backdrops: DIY from craft stores or pay for food-safe, professional backdrops.
  • Editing: Free phone apps or monthly subscriptions like Lightroom/Photoshop.

3. Lighting: Natural vs. Artificial

• Natural Light: Indirect sunlight is best; move cookies around the house to chase good light (bake early to shoot in the daylight).
  • “Don’t get afraid to walk around with your cookies to find the best lighting.” – Corrie [12:53]
• Artificial Light (Light boxes, 3-point systems): Useful when baking and shooting at night, but comes with challenges (space, setup, expense).
• Pro tip: Build photography time into your order process—don't finish cookies at 2am if you want to photograph them in sunlight.

4. Cameras: Phones vs. Dedicated Devices

• 80%+ of poll respondents use and love their phones.
  • “You can do almost everything on a phone that you can do on a DSLR now... but the lens is what makes it crispy.” – Corrie [18:01]
• Pros and cons:
  • Phones: Fast, easy, great for candid shots and videos, new pro modes are powerful.
  • Cameras: Highest quality ('crispier' images, real zoom, better low-light) but slower workflow and pricier.
• Buying used or refurbished gear is a smart way to upgrade without breaking the bank.

5. Stands, Angles, and Movement

• Most bakers shoot handheld, chasing light and different perspectives.
  • 81% in a group poll use no stand; canvas lamps and flexible clamps are popular alternatives for those shooting video or stop-motion.
• For video, especially with social media's evolving algorithms, a casual, candid feel usually wins over overly polished studio shots.

6. Editing Software & Presets

• Phone apps (Snapseed, Lightroom Mobile) are catching up quickly, but desktops offer more advanced capabilities.
• “Presets” (stored editing steps) can be bought, downloaded for free, or created custom—just make sure they're food-appropriate.
  • “You wouldn’t buy outdoor wedding presets and apply them to indoor cookies—you’re gonna get a very blue image!” – Heather [36:32]

7. Backdrops, Staging, and Props

• Kitchen counters = too busy and distracting. Opt for simple plates, boards, or specifically designed (and food-safe) backdrops.
• The "pyramid of interest": Layered staging gives depth, keeping the main cookie(s) the visual focal point.
  • “Write this on my tombstone: Don’t take a photo on anything but something staged.” – Corrie [42:47]
• Props—Love ‘Em or Hate ‘Em?
  • Used well, props (even beads!) create emotion and direct attention; the key is to support not overwhelm the subject.
  • “Whether you do props or you don’t, you’re correct.” – Corrie [45:30]

8. Emotional Marketing and Storytelling

• Photography can and should evoke feeling—coziness, celebration, anticipation—which in turn drives sales.
• Drawing from big brands: “If you ever want to see fantastic emotional marketing... it’s always perfume ads. How can I make you buy something you can’t smell?” – Heather [50:44]
• Use cropped shots, props, and even a plate to connect with potential customers’ special moments and help them “see” your cookies as part of their story.

9. Workflow, Storage & Digital Minimalism

• Don't be a digital hoarder! Keep three of the best images per set, clear old photos, and backup thoughtfully.
• Consider cloud storage and avoid overcrowding your devices.
• “Your skills will increase, but also the technology with which you took the photos will increase. And those will look too old.” – Heather [31:46]

10. Experimentation is Key

• Try both minimalist and staged/propped shots. Post both. Test with your audience to see what gets engagement and sales.
• “Try it out. See what the engagement rate is on it… Take both of the pictures. Use all of that because it’s going to evoke an emotion in a certain part of your demographic.” – Heather [54:55]

Notable Quotes & Memorable Moments

• On Emotional Impact:
  “If I buy these cookies, I’ll be the favorite person at the baby shower…” – Heather [50:13]
• On Editing Workflow:
  “If people can’t see the cookies, they won’t buy them. So if you’re taking a photo, that’s fantastic.” – Heather [16:34]
• On Props:
  “The reason why I use beads is because it’s an inexpensive, expensive prop and it’s very malleable. So I can turn them in any direction… They give the dead space without [clutter].” – Corrie [47:23]
• On Branding Through Photos:
  “If you’re consistent enough with your photography, you can actually almost be a watermark of sorts…” – Corrie [06:46]
• On Making It Work for You:
  “The photography needs to work for you... If you find that your photos on the white backdrop aren’t getting as much engagement, throw a prop in there… Mix it up.” – Corrie [54:36]

Timestamps for Key Segments

• [03:00] Introduction to Food-tography and why it matters
• [06:12] Cheap vs. Expensive Options: How to Max Out Your Equipment
• [12:19] All About Lighting: Sun vs. Artificial, Tips for Night Bakers
• [17:11] Cameras: Phone vs. DSLR/Mirrorless, Workflow, Used Deals
• [22:53] Stands & Shooting Styles: Handheld or Supported?
• [28:25] Editing: Software Choices, Storage, Digital Minimalism
• [36:12] Presets: Buying, Creating, Using Wisely
• [41:28] Backdrops & Textures: Crafty DIY to Professional Solutions
• [45:30] Props: When, Why, and How to Use Them (or Not!)
• [50:04] Emotional Marketing: Creating Feeling Through Foodtography
• [55:23] To Save or Delete? Image Storage & Processing Workflow
• [56:54] Investing in Equipment: Where to Spend for Maximum Impact
• [58:09] Practice & Progress: No One’s Good at First
• [63:00] Video vs. Photo: Adapting for Social Media Platforms
• [66:12] Vendi Blendi: Upcoming Shop Sale Event
• [76:36] Listener Segment: Uplifting Messages & Community Support
• [78:26] Q&A: Hosting a Cookie Class, Marketing Spend, More Tips

Listener Q&A and Community Quick Hits

• Advice on running first-time cookie classes
• “Best piece of marketing you’ve bought?” (Top answers: Camera, website, Gmail/Google Workspace)
• Group commentary on confidently raising prices
• Poll results: Most listeners either did not take Halloween orders this year, or were still busy baking last minute.

Fun & Relatable Tangents

• Debates over last meals, favorite Bath & Body Works candles, multi-purpose birthday gifts (knives and air purifiers!)
• The annual “bead controversy” in photo staging
• Classic anecdote: “If you try to cut a tomato and it squishes, that’s what it is.” – Corrie [93:16]

Conclusion

• Photography evolves—so should you! Don’t be afraid to experiment, mix things up, and invest with intention.
• Quality food-tography is a critical driver of perceived value, engagement, and ultimately, sales.
• The Sugar Cookie Marketing community is here to help, whether you’re a beginner or looking for that next level.

Final nugget:
“If your focus is cookies and you want to make more money, your photos gotta be good.” – Corrie [58:09]

For more info, resources, or to join the next community collab or class, check out Sugar Cookie Marketing on Facebook, or visit sugarcookiemarketing.com.