Ok, so, we have all heard of it and most of us have played around with Photoshop but it is so much more than just an image editing software package. The name that has become synonymous with image editing is one we all now also use as a verb, Photoshop. Even images captured using high-end photographic equipment may not make the grade and will require some editing. With the rise of social media and in particular Instagram, the ability for ‘influencers’ to make a significant income has led to a some says unhealthy, preoccupation with capturing the perfect photo. These ubiquitous brands have defined their genre and reaped the rewards for doing so. What we mean by this is that, for example, we no longer carry out online searches, we ‘Google it’. Any marketing manager will tell you that their dream is for their product name to become a verb.
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