Food for thought: A cooking class with a twist

New York – French music, good photography and simple recipes are the ingredients in a new online cooking experience.

In the video ‘Cooking Dinner Vol. 1’, shot by photographer William Hereford, viewers follow chef Ithai Schori preparing a simple rustic meal. In a regular cooking show format a chef guides the audience through the cooking process. But in the video words of wisdom appear on the screen, such as: ‘The whole point of buying quality ingredients is that little needs to be done for them to taste delicious.’

This is a great example of how simple measures such as music and editing can generate emotion. Warm colours such as orange and red give viewers a feeling of flicking through a glossy magazine. For more on how emotion is becoming increasingly important when attracting consumers, read our Alphalux trend report.