In all forms of photography, the actual photography is only half of the work. The second half  is the magic of image retouching.
post enhancing exposure and color
In the days of film, photographers split this work load with a lab that performed darkroom techniques on the images to correct for color and exposure. Today in the digital world, the photographer typically wears both hats, to photograph, and then perform the digital imaging. Except in the case of press photos, be wary of the photographer that “flip” photos at the end of the event, and walks away thinking they’re finished with the job. This is a sure sign of poor quality and lack of service to the client.

Bay Area Event Photography has the highest standards in the industry for post production. This happens in multiple steps. First, all photography is shot in camera “RAW” mode. Secondly, a photo editor reviews all images for final selection. And third, all selected images go through a multi-step imaging procedure to make each image worthy of delivery to the end client. Lets go over this, one piece at a time.

Step 1 – What is “RAW” mode?

The best analogy is a birthday cake. To make a cake, you mix all the raw ingredients, eggs, flour, milk, salt, sugar, then bake, and you have a birthday cake. The digital camera does the same thing with the contrast, color, and exposure values. When a digital camera takes a picture, the raw data is mixed, then baked into a .JPG image file.

post-raw-image-to-jpg-conversionThis .JPG is a reduced image that contains, for good or bad, all the decisions the camera made to mix the ingredients. Unfortunately, the camera doesn’t always make the right decisions. To correct these problems, the cake has to be shredded, and re-baked to change the color, taste, etc. As you can imagine, this would have a detrimental effect on the cake.

The same thing happens to .JPG files when edited by

The effect is the same of making a second generation video. Have you ever copied a video only to see how poor the copy has become? This happens on .JPG files during the imaging process.

The correct approach is not to mess with the old cake, but remix and bake a new cake from the raw data. This new cake will look better, taste better, and be more impressive than something that looks like leftovers. This is the power of shooting in camera ‘raw’ mode, having the ability to create a first generation .JPG that is color and exposure corrected.

Step 2 – Editorial Selection

The photo selection requires a skilled photo-editor for selecting images to meet the client requirements. With years of experience over thousands of client jobs, Bay Area Event Photography exercises a high degree of editorial oversight on what is, and what is not, a high value image. This expertise can be seen in the myriad of on-line portfolios on

Step 3 – Image Retouching

Retouching is a technical skill set of understanding image data, Adobe Photoshop as a tool, and esthetics in photography. The combination of these three areas enable the technician to perform global and localized changes to the image, bringing the image to life. Bay Area Event Photography staff regularly retouch hundreds to thousands of images on a weekly basis. The retouching skill set is extensive and takes years to develop. Our staff has years of experience and training in digital imaging and photography techniques to deliver the best images.

In Conclusion

We here at Bay Area Event Photography work hard at creating the best images by integrating a full post-production into every job. You receive expertise in shooting, expertise in editorial selection, and expertise in imaging on every delivered job. Its our commitment to the highest quality. And its a product you will always be happy delivering to your clients, friends or family.

 Your ROI Advantage

Are your investment dollars in photography services at risk? Yes, when your photographers cannot provide consistent World Class work. When you buy photography, having confidence in your purchase starts with knowing your team and track record. Whether you take delivery via the web or in print, you can trust your photography will be of World Class excellence.

Remember, when the show ends, only the images remain. Having World Class images of your past successes will lend itself to future business, which is all about enhancing your bottom line.

When you have a moment, please visit our gallery of Featured Portfolios that exemplify World Class Photography.