# Amplified Coffee Bean Photography William LeGoullon Takes a Microscopic Look at Caffeine By Kevin Young | Published 2012-04-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/william-legoullon References: [lostateminor](http://www.lostateminor.com/2012/04/04/macro-photography-of-coffee-beans-by-william-degoullon/) & [dearcoffeeiloveyou](http://www.dearcoffeeiloveyou.com/coffee-roasting-phases/) These magnified coffee bean photographs were captured by artist and photographer William LeGoullon. The intricate details are easily seen as the coffee beans were photographed through a microscope. Every tiny crack, dent and minuscule crater looks like a crevice on the moon. LeGoullon's past experience as a [barista](https://www.trendhunter.com/trends/beanbook) is where he found the inspiration behind his [beverage culture](https://www.trendhunter.com/trends/thebeangeek) and craft influence. The artist's choice of revealing every single entity in the coffee beans shows the audience a visual understanding of what they enjoy and what they're consuming on a daily basis. One doesn't really take the time to look intensely at a single coffee bean yet it's something people encounter almost everyday. Check out William LeGoullon's collection to examine what your morning cup of coffee is made of. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 21% | Activity: 31% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### Why This Trend Is Growing - **Microscopic Photography:** Opportunity for scientists to study new materials using advanced cameras and microscopes - **Visualizing Consumption:** Opportunity for marketers to increase awareness of the materials and chemicals we intake - **Artistic Impressions of Everyday Objects:** Opportunity for artists to explore the aesthetic qualities of commonly overlooked objects ### Industries Being Reshaped - **Food and Beverage:** Opportunity for coffee distributors to promote the quality and uniqueness of their product - **Science and Innovation:** Opportunity for tech companies to develop more advanced microscopes for research purposes - **Marketing and Advertising:** Opportunity for creative agencies to experiment with new ways of showcasing everyday products ## Related on Trend Hunter - [Bean-Shaped Coffee Makers](https://www.trendhunter.com/trends/bean-coffee-machine.md) - [Mineral-Infused Farm-Direct Coffees](https://www.trendhunter.com/trends/farmdirect-coffee.md) - [Single-Ingredient Coffee Alternatives](https://www.trendhunter.com/trends/koppie.md) - [$1,000 Coffee Cups](https://www.trendhunter.com/trends/expensive-coffee.md) - [Coffee Ink Flipbooks](https://www.trendhunter.com/trends/limited-edition-flipbook.md) - [Smart Coffee Brewing](https://www.trendhunter.com/trends/smart-connected-coffee-machine.md) - [Portable Digitized Coffee Brewers](https://www.trendhunter.com/trends/brewster-coffee-machine.md) - [Laser-Extracted Cold Brews](https://www.trendhunter.com/trends/laser-extracted-cold-brew.md) - [Beanless Cold Brews](https://www.trendhunter.com/trends/beanless-cold-brew.md)