Retouching in Commercial Work: Boundaries, Workflow & Pricing

WEEK 4
Retouching in Commercial Work: Boundaries, Workflow & Pricing

Feel free to speed up the video and watch it in full screen — just use the settings

In this video

You’ll learn how Photoshop and retouching are used in both editorial and commercial work — including what’s acceptable, how to manage the process, and how to price and communicate retouching services to clients. You'll also see how to build a retouching workflow using external professionals when needed.

You'll find out

That retouching is a normal part of the process, even in commercial work — but it must stay subtle and natural.
Editorial shoots allow more creative freedom (like elongating limbs), while branded/commercial shoots require cleaner, more realistic edits.
You can outsource retouching to specialists based on niche: beauty, jewelry, fashion, etc.
Color correction is typically done by the photographer before sending selects to a retoucher.
You should work with multiple reliable retouchers so you always have someone available depending on the project.
It’s common to give clients a set number of edited images (e.g., 5–10) included in the rate, with extra edits priced separately (e.g., $30/image).
Retouching is usually not included in your base photography fee — it’s either passed on as a separate cost or itemized on the invoice.
A professional invoice should clearly break down all services: shooting, color correction, retouching, assistant, equipment, etc.
Deposits are standard, and the total should reflect all work involved, especially if you're managing the post-production.

Key takeaway:
Retouching is part of the commercial process — but it must be intentional, transparent, and professionally managed. Whether you do it yourself or outsource, set clear expectations, price it properly, and always deliver clean, brand-aligned results.