I’ve read a lot about the ‘instagramisation’ of photography. I think that means taking slightly dull images, applying filters and presets to them and presenting them as bits of creativity. At the right time and in the right place those kinds of pictures have value and can make significant additions to creative campaigns and can go a long way towards making some elements of social media and social marketing more visually interesting. I’m not talking about that here – this blog post is all about choosing between making decisions about individual pictures or letting technology take over and ‘improve’ your work for you.
If you are on Facebook or any other social media that has targeted advertising you will probably get as many ‘suggestions’ as I do for people selling magical presets or add-ons to make my pictures instantly better. That’s great – or at least it would be if I wanted all of my images to exhibit a sameness with each other and with those of so many others. Trying to reduce professional post-production down to a series of mouse-clicks using algorithms and actions developed for others isn’t, in my opinion, a very good idea. (more…)