As in the case of retouching with Botox and silicone, when you start to modify reality, in an attempt to make it more pleasant existing, then you do not stop. Anything becomes lawful, you can build fantastic worlds that from the artistic point of view are true works of art.
But when you get into the commercial sphere the discourse changes: what you promise to sell should be maintained, and the customer must find in the purchase what he was looking for and had identified in a photograph of the product.
often you get to capovolgere reality because of distraction. In fact, such mistakes are caused by lack of attention, stress, limited time and lack of help. In order to avoid brand damage due to negligence, it is better to get help from a supervisor or an external person who has never worked on the project, and therefore can find oversights more easily. The proofreader can spot at a glance the typos, inconsistencies, and mismatches that the writer, caught up in the creative vein, missed.
The most frequent errors that are discovered through the exaggerated use of Photoshop are found in fashion. Those who work on fashion photographs are surrounded by men and women who, rather than fall within certain canons of beauty, have the measures that often not even mannequins have. And so, within the advertising pages and magazines are found absurd jibes of unreal bodies.
The entertainment artists are not to be outdone and some have taken their own hand, unleashing the anger of fans.
Other bad mistakes fall into the category of objects and products that are not proportionate to the real world.
The idea that the thinking public might get from reading such a message is that the brand wanted to overdo it by assigning positive attributes to the object. And with such an attitude, the potential customer will never take the step to become a full-fledged customer.
Lies are paid dearly and should not be told even in photojournalism, yet there are always magazines that want to lead the information in the direction they prefer. You can find cases where the same photograph appears in different magazines with elements missing, to communicate a different message from reality. Or, the most striking case of the photojournalist Narciso Contrerar who won the Pulitzer prize with a manipulated photograph.
The last major category, which may well be with the first, is the combination of the female body to any product for sale. The idea is to make people believe that items with women as testimonials sell more, and some entrepreneurs and graphic designers want to include them at all costs, risking to attribute some physical deformation to them.
Women's bodies are emphasized, communicating a wrong idea of beauty, but aspects of the male body are also emphasized to convey a wrong idea of virility. And it is the case of the Calvin Klein campaign of 2015, which used the very young Justin Bieber as a testimonial, and then inflate it and make him look like someone else, in accordance with the canons dictated by the market.
Then there are those who launch an appeal to beauty and say no to Photoshop. This is the case of Desigual. The director of communications Daniel Perz explained, "We do not follow trends and live diversity more as inspiration than as positioning. The key to our success has always been the conviction that we want to dress people, not bodies." A real call for the moderate use of Photoshop!
If you are curious to see other embarrassing mistakes, knowing to avoid them in the future, the site photoshopdisasters collects them all. If you are in favor of a moderate but professional use, for you there is 4-CLIP, the automated portal for the contour and post-production of images, used by national and international brands, advertising agencies and web, photo studios and printing companies. 4-CLIP includes 12 services organized in packages with different pricing modulations based on the tasks required and the amount of images processed.