As technology becomes more and more accessible our clients are becoming increasingly more aware of what is possible with image retouching software like Photoshop. I asked a client of mine about a recent shoot they had with another photographer, their response was painfully honest. “We loved his lighting and ideas but when we got the images back we weren’t happy with his Photoshopping. The skin on the model looked awful. As a photographer you should be able to offer both fantastic photography and great retouching all in one package. We won’t be using him again”. This was an unprovoked response and I made no leading questions about retouching but it does prove to me that from a clients point of view, its about the final image not what you did to get there. In my field clients are expecting to receive a ‘perfect’ image, they are expecting to see flawless skin, tidy hair and sparkling eyes. Some of them may not realise that these images have had any retouching done at all, they may even believe it comes out of the camera like that but they are expecting to see it looking perfect regardless of how it got there.