How do you write a good brief for image retouching? Goal, intended use, reference images, examples of precise wording and how to handle questions.
A good brief for image retouching states the goal, how the image will be used and the specific changes wanted in the picture, and says clearly what must stay untouched. The more precise the details, the fewer queries and rounds of corrections follow. This guide shows what belongs in a brief and how to word it precisely.
What belongs in a brief?
A brief does not have to be long, but it should be complete. Four points carry most of the weight:
The goal: what should the image achieve in the end?
The use: where will it be used?
The requests: what should change, and where exactly in the image?
The limits: what must on no account be altered?
Number your requests if there are several. That way they can be discussed and ticked off one by one.
Why do the goal and the intended use matter?
The same photo needs different editing depending on where it is used. A portrait for a website is treated differently from one for print or a billboard. A large advert shows details that go unnoticed in a small preview. Format, crop and colour space also depend on the use.
Name the medium: website, online shop, catalogue, advert, print, social media.
State the desired effect: natural, high-quality, calm, bold.
Mention the target audience if it influences the mood.
How do reference images help?
Words describe style and colour only roughly. A reference image shows directly what is meant. It can be an earlier result, a picture from a magazine, or another photo from your series that serves as a benchmark.
Point out what you mean in the reference: the skin texture, the contrast, the colour temperature, the background. Without this, the retoucher may follow the wrong feature. A reference does not replace the brief, it supplements it.
How do I say what should stay?
Stating what is not to be changed is as important as the request itself. Natural features such as moles, scars, wrinkles or the grain of a material belong to the person or product for some, while others want them removed. Without a clear statement, someone has to guess.
Say how far the change may go: subtle, clearly visible, only remove what is distracting.
What does precise wording look like?
Concrete means place, action and degree. Compare vague and precise versions.
Instead of "make the skin nicer": "even out redness on the cheeks and forehead, keep the skin texture."
Instead of "tidy the background": "remove the cable and socket on the left behind the person, leave the rest of the background unchanged."
Instead of "better colours": "shirt white neutral, no yellow cast, skin tone as in the reference image."
Instead of "clean product": "remove dust and fingerprints on the top, leave the sign of wear on the edge."
Instead of "unify the look": "bring all images in the series to the same brightness and colour temperature as image one."
If needed, mark areas directly in the image with an arrow or circle, and add a short description of the change. This avoids misunderstandings about left and right or about areas of the picture.
How do I handle questions from the retoucher?
Good retouchers ask when something is unclear. That is a sign of care, not of uncertainty. Answer questions as concretely as possible and in writing, so everyone can look them up. If you are unsure about an answer, an example image or a short sample edit can help.
At Fotowerker the principle is: you tell us what you want to improve, and we carry it out exactly that way. The Swiss company from Rorschacherberg works with its own production team in Indonesia, a free sample edit is possible, and the price depends exactly on the effort involved. Enquiries and briefs are welcome via the contact page.
How a job proceeds is described on the page about the process. You can find matching examples of image types under portrait and high-end retouching.
Frequently asked questions
How long should a brief be?
As short as possible and as long as necessary. It should contain the goal, use, requests and limits. Long descriptions only help if they stay concrete.
Do I need a reference image?
It is not required, but it saves many words. For style, colour and mood in particular, an image shows more than a description.
What if I am not sure exactly what I want?
Describe the goal and the intended use. A sample edit on one image shows which direction the editing can take.
Can I change my requests afterwards?
Yes, but every change causes effort. A clear brief at the start keeps it small.
Should I mark changes in the image?
Yes, when specific areas are involved. An arrow or circle with a short note is clearer than a description by position in the picture.
