Some people just have the knack for making fried chicken look appealing. It is not just about flavour, it is also about how it appears in a photo or video or on a plate. The colour of the crust is typically an even, golden brown. The pieces are often arranged so that the various textures of the breading are pictured. There will typically not be any extra oil on the surface of the chicken. The skin appears crisp and dry, not soggy or overcooked.

The lighting is important too I think. Some people choose to use soft lighting, which is often best for showing the surface of the chicken without glare. The chicken is on a clean and simple plate or another container, allowing the fried chicken to draw the eye right away. Sometimes there is a background that is not overly busy.

The overriding concern is keeping the focus on the food. The portions are cut or sized regularly, and there typically are not ugly spots showing burnt pieces, or pieces that appear unreliably cooked.

Some people choose to use garnish, but only sparingly. A few sprigs of herbs or side of sauce meant for dipping can set in the corner, and still not take away from the main attention of the fried chicken.

This overall effect depends on control, timing and attention to detail.