Edited by The Fashion Web

Smash, crumble, pop… sorry to break the illusion of perceived perfection but you gotta know, what you gotta know. Photos in magazines and ads get retouched– we know that. Every time a celebrity photo gets overdone, the blogosphere goes mad with Photoshop rage. And rightly so.
But a little helpful “cleaning up” only enhances the image. Master retoucher and former Ford model Sharon Daniels unveils what really is behind the photo that you see and why. –S.H.
How Much to Retouch in Advertising and Media… and Why!
It’s no secret that photo retouching is essential to all media platforms. It can lure us in emotionally to a given product or subject and in turn serves to increase sales for advertisers. We see this phenomena at work everyday and everywhere, including in fashion magazines such as Vogue and Elle.
Why does the media retouch and to what extent may retouching be necessary?
The answer lies in several areas, including the context in which the image will exist, the advertising client’s branding, and an art director’s personal vision.
Time and economic factors may also help to dictate when and how much to retouch. You may be surprised to know that it is not uncommon for a model’s face to be swapped out from one image and placed in another to avoid reshooting, saving time and money.
