Every business has a story. Whether it’s the passion that drove you to start, the mission that fuels your work, or the people behind the brand, your story is what makes you unique. But in a world where attention spans are shorter than ever, how you tell that story is just as important as the story itself. That’s where visual content comes in.

Why Visual Storytelling Matters

Think about the last time you stopped scrolling to watch a video or admire a photo. Compelling visuals cut through the noise and instantly capture attention. Research at 3M Corporation concluded that we process visuals 60,000 times faster than text. Content with images or video gets significantly more engagement than text alone.

For businesses, this means that strong visuals aren’t just nice to have—they’re essential. Here’s why:

1. First Impressions Matter

Your website, social media, and marketing materials are often the first interaction people have with your brand. A well-crafted visual instantly tells them who you are, what you do, and why they should care. Without strong imagery, you risk blending into the background.

2. Trust and Connection Are Built Visually

People connect with faces, emotions, and authenticity. A polished, but relatable, brand presence builds trust. Whether it’s behind-the-scenes content, customer testimonials, or beautifully captured product shots, visuals help establish that emotional connection.

3. Your Story Sets You Apart

Your competitors might offer similar products or services, but they don’t have your story. Visual content helps you showcase what makes your business different, whether it’s your company culture, your craftsmanship, or the experience of working with you.

4. Better Engagement = Better Results

Whether it’s a website, social media, or digital ads, content that includes high-quality visuals performs better across the board. More clicks, more shares, more inquiries—it all starts with eye-catching, intentional storytelling.

What Comes Next?

Understanding why visual storytelling is important is just the beginning. But not all content is created equal. In Part 2, we’ll dive into how to build a strategic visual content plan that actually works—from choosing the right types of content to aligning with your brand’s goals.

Stay tuned!

A great menu photo isn’t just about making food look good—it’s about making customers hungry. So, what goes into capturing the perfect shot? Let’s break it down with a real menu shoot I did for The Depot Grille in Staunton.

Every restaurant is unique, but some universal principles can help ensure a successful menu shoot. One of the most common questions I get is: What should we photograph?

 I have found that colorful dishes with different textures make for my favorite photographs, but it’s important that we show your potential customers some varying items on your menu. 

Here is what I ask when going over the shot list at every restaurant:

1. What are your best sellers?

A great menu description can tempt customers, but nothing sells a dish like a mouthwatering photo.

2. What makes your restaurant unique?
Is it your brunch
that’s available all day? A signature cocktail? Your take on a best
seller from another region? (Like Nashville hot chicken, but in
Charlottesville.) If you have something that sets you apart from every
other dinner experience, then that’s what we want to showcase. For the Depot, their chicken and waffles brunch option is definitely something you don’t find everywhere, and I also intentionally shot the lanterns into as many scenes as possible since they sit on every table and give some soft, romantic lighting to the scene.

3.
Are there any dishes that might confuse diners? 

This is more common for
the restaurants in the area that serve food from other locales, like
Turkish or Afghan dishes, because the ingredients or preparation methods
are not common here, but could apply to anyone. If you have dishes on
your menu that don’t sell well, maybe it’s because diners don’t
understand what it might taste like. In that case, let’s photograph it
so customers can make a more informed decision.

4.
What can we shoot to increase existing sales? 

Specialty drinks,
desserts, and appetizers are indulgent, and definitely deserve a spot in
the shoot lineup. Customers may not know what they want for dinner, but
seeing a drool worthy appetizer or dessert they can’t live without can
sway their decision from dining elsewhere to dining with you.
(Personally, I prefer restaurants where I can dive into crab dip, my
favorite appetizer. So I seek those out!) For the Depot, we shot a few desserts, but this shot of the ultimate brownie being drizzled with chocolate is tempting and will definitely be a popular up sell.

Once we
have a solid shot list of drinks, appetizers, entrées, and desserts, we
are almost done. But what else makes a dining experience amazing? Is it
your attentive waitstaff? Is it your candlelit tables? Is it your
outdoor patio? The dining space, ambiance, decor, and waitstaff all make
your restaurant the best place in town. So let’s add some shots of
these to your shoot as well. For the Depot, we had to get shots of their amazing bar. The intricate wood work, the exposed beams..you just want to sit down and have a drink there.

Now that we have a
solid shot list, we plan a date and time for the shoot so that we are
not shooting during your busy times. Everything will be done in your
down time, so that diners are not inconvenienced. If needed, I have
linens and non-reflective silverware that I can bring along to the shoot
so that every detail is attended to. Then, we do the shoot!

If you’re hiking the Appalachian Trail, fly fishing the Moorman’s River, digging through antiques in Crozet, or taking in all the sights and spirits of the Brew Ridge Trail on 151, what’s the best place to stop and have a beer and a meal? Blue Mountain Brewery, of course!

I’ve had the pleasure of taking in more than one sunset out there. The mountain views are just breathtaking and the beer is officially among the best of the whole South. Blue Mountain Brewery was chosen as one of the “South’s Best Breweries” in Southern Living magazine and in Blue Ridge Outdoors Magazine 2020 “Best of the Blue Ridge” edition, they were voted by the public as Best Restaurant and Best Post-Adventure Hangout.  You’ll catch lots of people there grabbing a beer and a bite after hiking, many bringing their dogs along for the trip.

Full Nelson and Greek Grilled Cheese | Food Photography Charlottesville, VA | Shenandoah Imagery

So, which beer is their best? While they are known for their flagship beer, the Full Nelson, which is a Virginia Pale Ale that’s citrusy and floral, my favorite is the Red Zeppelin. It’s a Red IPA that’s malty, hoppy, and absolutely delicious. You can find the Full Nelson on tap all year long, but the Red Zeppelin is only on tap during the transitional period between winter and spring, giving you something to look forward to after the long holiday season is over.

Other notable brews are the fruity Simcoe Single Hop, the light and crisp Kölsch 151, and the perfect beer for stout drinkers, the Dark Hollow. If you’re the adventurous type, you can choose to get a flight and try them all. At Blue Mountain Brewery, the flight is a 2.5oz sample of each of the ten beers that are on tap. Perfect for someone who wants to try a lot of beer styles in one sitting. 

Blue Mountain Beer Flight and Kölsch 151 Beer | Brewery Photography Charlottesville, VA | Shenandoah Imagery

If you’re looking for a great choice for lunch, dinner, or Sunday Brunch, Blue Mountain is your new favorite spot. One of my favorite things about the brewery is their commitment to being a sustainable business that uses as many local ingredients as possible. They use organic chicken breast, local produce, meats, and breads, and they grow 1/4 acre of their own hops right on the premises.

For this shoot, I had the pleasure of photographing a glass each of the Full Nelson, the Red Zeppelin, and the Kölsch 151 beers, a flight, the greek grilled cheese sandwich with beer battered french fries, and the Dark Hollow Bundt Cake made from Paris Cake Co, here in Staunton. Food photography is easy when you have such good looking (and tasting) food to shoot.

Red Zeppelin Beer and Dark Hollow Bundt Cake | Commercial Photography Charlottesville Va | Shenandoah Imagery