By Greg Evans

Whether it’s a magazine cover or a website design, the use of Photoshop for creating and manipulating images has become an industry standard. The word “Photoshop” has even entered the English language as a way of describing how reality isn’t always what it seems. Therein lies both the beauty and the risk of the application. If managed skilfully, the image being manipulated can benefit from the enhancement and will make a good design idea seem great. But, used with a disregard for proper application methods, the end result can seem clumsy or too stylised.

Getting creative

As a marketing tool, Photoshop is considered a must-have. It’s great to be able to have a graphic designer produce a professionally finished product, but for many of the smaller details it will be necessary to be able to make the tweaks yourself. These may include updating website banners or adverts. You might be called upon to take on the bigger task of handling layouts or you may want to include original artwork in a way that will integrate well with the existing design. It will also help to plan and implement a marketing campaign if you have a grasp of how Photoshop can aid you in putting together a package for distribution to prospective clients or for presentations.

The good news is that Photoshop is an amazingly powerful and versatile piece of software but to get the most out of it will require a working knowledge of its processes. And, in the image–processing world, even a little knowledge goes a long way. You might actually find that by knowing what can be done, and discovering how easy it becomes to capture your marketing concept in a visual medium, your own creativity is given a new lease.

Staying ahead of the pack

As a marketing executive, you will also be keenly aware of the potency of the visual design or image. Getting this aspect of your marketing campaign right is key to your success. There is nothing worse than releasing a poorly constructed website or printed copy and then seeing the slick and seamless creations of your competitors as their product or services sell like hotcakes. So it’s not just about getting yourself out there, it’s about presenting your company or campaign in the most effective way possible. The language of marketing and advertising has changed significantly over the past few years and, in addition to other considerations, staying abreast of the innovations in your field will ensure that you can communicate your message in a format that reaches the widest possible audience.

So whether your marketing campaigns are in serious need of a rethink or you’re just in need of a refresher, it pays to keep up to date and in tune with industry developments.

The University of Cape Town (CFMS) Photoshop short course and the University of Cape Town Marketing short course are presented in conjunction with GetSmarter. The courses are presented online throughout South Africa.  For more information contact Roxy on 021 447 7565 or roxy@getsmarter.co.za. Alternatively, visit www.GetSmarter.co.za.