Don't just focus on the food: Napkins, tableware and other accessories provide atmosphere and complete the scene.Domini Clark/The Globe and Mail
A flock of photographers, myself among them, is gathered on the roof of the Queen of Hoxton pub in London's hipster Valhalla of Shoreditch. As each of us elbows for a better angle – now on one knee, then doubling back for a view from behind – you might well wonder what could inspire such a frenzy among snap-happy paps. Kim and Kanye? Taylor Swift and Tom Hiddleston?
As it transpires, the object, or rather, objects, of our intense interest are a bevy of wine bottles and a table topped with delectable-looking platters.
No one cares that the feast has gone cold. We know chef Daniel Ashley will be providing plenty more plates later on, all washed down with a tipple (or 10) of Rosé d'Anjou Loire Valley wines.
For the moment, however, our focus (ahem) is on a tutorial on food photography. Paul Winch-Furness, one of London's most-sought-after food photographers, is on hand to share his tips with us this evening.
"People are mystified by food photography," says Winch-Furness, who counts Michel Roux Jr.'s Roux at Parliament Square and Nobu London among his clients.
"I like things stripped down," says the expert, who admits to suffering from "option anxiety." As a result, he prefers to shoot with a manual focus, fixed-length lens – or even his phone.
"When you use your phone, it lends authenticity," he explains. "People believe it's real. When they see processed photos, they think that trickery is involved – and they're often right."
Here are Winch-Furness's top six tips for food photography.
1. Get the light right
"Shoot towards the light or with the light to one side. If it's dark, I use a reflector: a piece of white paper or a cocoa pops box covered with foil."
If you're in a restaurant, it's probably best to stick with the white paper. Waiters tend to get snippy when you whip out a cereal box in most fine-dining establishments.
2. Stash the flash
"Turn off the flash if possible. It strips the food of its soul."
Yes, all food is soul food, to one extent or another.
3. Back off the zoom and give the food room
"If you go right in on the plate, you lose the location and the atmosphere. The candles, the napkins, the salt and pepper shakers, the people … they tell an important part of the story. It's interesting when you bring life and movement, a sense of reportage."
4. Consider various angles
Just like people, dishes have their "best sides." Some look great from above; others benefit from a horizontal view.
"You just have to try different things. A burger, for instance, wouldn't photograph well if you shoot it from the top," Winch-Furness sagely observes. "You'll just get the bun."
5. Warm it up
No, Winch-Furness isn't suggesting that we photograph reheated leftovers. He's referring to the colour of the images.
"Leave it a bit warm or a bit more magenta. It makes the food look more inviting. It makes me want to cook it, and I think that's what food photography is really about."
6. Forget the previous five tips
"Don't get hung up on what you should do," Winch-Furness advises. "There isn't just one 'right' way. Realizing that frees you up to experiment."
So, if we follow his advice, can we substantially fatten our bank accounts simply by shooting our food? (With a camera, that is; most of us lack the, er, stomach for hunting.)
"The only guaranteed way I have of earning money is if I sell all my equipment," Winch-Furness says with a smile.
"If you want it to be a business, that's great. But it's not just a job; you have to enjoy it."