How to Brief a Retoucher, With a Template

Start with the job

Say what the images are for and where they'll run: a magazine story, a billboard, a product page. That decides how much work each image needs, how closely it'll be seen and what files you'll need at the end. Include the deadline and who approves the work.

Say what must change, and what must not

"Make it pop" can mean ten different things. Specific notes get specific results: "remove the crease on the left sleeve" or "keep the freckles, remove the two marks on the chin". Saying what has to stay is just as useful. Moles, a scar or a slightly messy strand of hair might be exactly what you liked about the frame.

Send references

Two or three images say more than a paragraph. Say what you like about each one, because a retoucher can't tell whether you're pointing at the skin, the contrast or the color. Natural skin retouching is a good starting point if skin is the main concern.

Mark up the images

A screenshot with circles and numbers beats a written description of where something is. Keep one list of notes per image, using the original file name.

List the deliverables

Say exactly what you need back: formats, sizes, color space and how many versions. If an image is going to print, get the printer's specifications early. How to prepare retouched images for print explains what to ask for, and what files to send a retoucher covers the other direction.

Agree how feedback works

Conflicting notes cause more delays than anything else. Have one person collect comments from everyone into one set of notes, and agree when each round is due.

Template to copy

• Project and client:
• Where the images will run:
• Number of images, with file names or a link:
• The look, with references and what you like about each:
• What must change:
• What must not change:
• Deliverables (format, size, color space, printer's specifications):
• Deadline, and dates for each round:
• Who approves the images:
• Brand or legal rules, including the markets it will run in:

Check the label rules if the images will run as ads abroad. You can see what we work on at services.