The Tribune

In today’s highly competitive marketplace, the role of digital photographs is critical to the marketing success of any business. Properly edited photographs and images convey a company’s message in the best possible manner, which is why photo editing an essential part of any marketing, communications or branding activity.

I spoke recently to several very disgruntled beginners who had signed up, and paid, to attend a course in “digital photography”. On arrival at the first class, they were told to put their cameras away as they would not need them. This was not a course in photography; it was a course in photo editing. So instead of being taught how to take better photos, they were being taught how to edit their mistakes.

Although this was not exactly what was advertised, it introduces us to image manipulation - anything that changes an image from its original state. And if the photographer further decides to change elements of the image - adding a skyline from a different image; removing light poles and unwanted shapes in the image; eliminating blemishes from a person’s face; or changing the features of a person’s body - the photographer is basically manipulating the image to match his imagination.

With the appropriate software you can achieve amazing things. You can do everything from tweaking the contrast in an image to moving objects around and making photos appear like a painting. But there are also essential things you cannot do.

Creativity and a well-trained eye are important. So is a solid foundation in photography and art history. No one expects you to be a professional photographer, but it helps to have a basic knowledge of colour balance, lighting and even some film techniques. You will also need attention to detail and organisational skills to surmount the logistical challenges that inevitably arise when producing even the smallest photo shoot.

“Editing” images is less time consuming than “manipulating” them. Since not every picture needs to be manipulated, a photographer can choose between basic editing software such as Adobe Light room, Adobe Camera RAW, Aperture by Apple or Capture One Pro by Phase One. This is different from software designed for manipulation, such as Adobe Photoshop, which uses layers and masking techniques to fine tune the image as per the photographer’s vision. Thus photo manipulation is more to do with the category of redesigning a photo to a new version or design.

When we correct, manipulate and enhance digital images in software such as Adobe Photoshop, we must deal with questions of ethics and aesthetics. Ethics are a set of rules that that define what we think is good and bad. Aesthetics, on the other hand, deal with the nature of beauty, art and taste, and things that are pleasing in appearance.

With digital processing, there are almost no limits to what can be done to an image, and many things are done to images with the best intentions. In some advertising industries, the only thing that matters is the image; how it is done is irrelevant as long as it produces the result.

But, for the average Joe, photography is about capturing memories to revisit and share with others. I am not suggesting that software has no place in photography. In fact, even devoted digital fans recognise that most images need a little tweaking to bring them up to print quality.

The point is that software is no substitute for camera skills. It is great, perhaps even essential, to know how to work on a photo after the event. But that cannot take the place of learning how to use a camera, how to appreciate light, and how to compose a great image. In fact, by learning these photography essentials, you will develop skills that will reduce your reliance on computers to fix mistakes. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game.

NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Deidre Bastian is a professionally-trained graphic designer/ marketing co-ordinator and certified life coach with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as Miami Lakes Technical Centre, Success Training College, College of The Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.