The Wall Street Journal reports that the popularity of cooking shows, the eat-local movement and the growth of casual-dining restaurants are reshaping consumers’ views of what makes food look appealing. Where making food look perfect was once a primary task of food stylists and photographers, the new challenge is making messy food look appetizing.

Alison Attenborough, a New York-based food stylist who specializes in editorial work for clients, says, "People are interested in small butchers, artisan producers, farmer’s markets—a more handmade look."

At a recent Food & Wine photo shoot, Ms. Attenborough was making recipes by celebrity chef Tyler Florence for the magazine’s October issue. She carefully assembled a cheeseburger so that the bacon and red onions would look like they were erupting from the bun. With a heat gun, she melted the cheese to make a corner of the slice dribble down. For a scallop appetizer, Ms. Attenborough intentionally left one fleck of parsley on the table, as if the cook had just finished applying the garnish and hadn’t bothered to clean up.

Whether for editorial or advertising purposes, the point of making natural food look appealing is to get people to buy the product, go out to eat or make a recipe.

Brian Wansink, director of the Food and Brand Lab at Cornell University, says the effectiveness of the natural trend lies in its ability to invite the viewer in. "It might enable us more to put ourselves in the picture," he says.