Overheard in the Pressroom
(Two pressman offer their own feedback on GMI’s use of food photos.)
As the presses roll, two of our employees stand watching impression after impression of the latest menu land on the finishing tray, ink glistening, paper still warm from the printing process. This menu is for an upscale steak and seafood restaurant, to be inserted in mottled green leather-like covers.
First Pressman: “You see that prime rib?”
Pressman Two: “My mouth watered as soon as I saw it.”
First Pressman: “What about that shrimp cocktail? Those shrimp look as big as a lobster tail.”
Pressman Two: “Now I’m hungry.”
First Pressman “There’s this one menu we print has a bacon-wrapped filet. Sometimes I think I could eat the paper it’s printed on, it looks that good.”
Colorful, appetizing food photography has a similar effect on restaurant guests when they sit down to the table. Human beings are hard-wired to respond to visual cues.