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Design View with… Retoucher of the Year founder Tímea Buknicz
The article highlights the critical role of retouching in branding and marketing, emphasizing the need for greater recognition and valuation of this discipline within the industry. For brand strategy, acknowledging and crediting the retouching process can enhance transparency and authenticity, ultimately strengthening brand integrity and consumer trust.
Design Week: Almost every commercial image created today passes through post-production, yet the discipline itself rarely receives the visibility, recognition, or financial valuation it deserves. Retouchers remain the ‘unseen hands’ behind high-profile global campaigns, navigating an industry long troubled by inconsistent crediting and a historical association with visual manipulation rather than creative craftsmanship.
The article addresses an important but often overlooked aspect of branding—retouching—which can significantly influence brand perception and consumer trust, making it relevant and impactful for brand strategy professionals.