Why are Fujifilm Recipes so Popular?

White Boat at Nyhavn – Copenhagen, Denmark – Fujifilm GFX100RF – Copenhagen Negative People often ask me why I think Fujifilm Recipes have become so popular. The answer seems obvious: they produce beautiful pictures. That’s certainly part of it, but I don’t think that’s the whole story. After years of creating hundreds of Recipes and talking with photographers from around the world, I’ve come to believe that what we’re really drawn to isn’t just the look, it’s how Film Simulations and Recipes change the experience of photography itself. Photography has become increasingly complicated over the last few decades. Pick up a vintage film camera and you have three controls: aperture, shutter, and focus. ISO is determined by the film. If you developed your own film, that required learning a skill and access to special equipment; however, if you had a lab do it for you (and photo labs used to be everywhere), that simplified things significantly. Pick up a modern camera, and there are buttons…