Photoshop Mama

Jun 10

25 Photoshop Tutorials for Designing Creative Product Advertisements

By photoshopmama in Photoshop

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Advertisements often display a lot of creativity in design. After all, they have to grab the attention of viewers. Photoshop is an excellent tool for designing advertisements and thankfully, there are a number of tutorials that show how to create amazing advertisement designs.

In this post we’ll feature 25 different tutorials that can help you in your own advertisement design. The collection includes video tutorials as well as text-based tutorials. You’ll find some that are intended to be used for designing print advertisements and other for digital or online ads.

Photoshop Tutorials for Designing Ads

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Energy Drink Advertisement Design Tutorial

This video tutorial shows the exact process you can use to create a bright and colorful ad for an energy drink. There are also some photo manipulation techniques involved.

Professional Product Ad in Photoshop

This watch advertisement design is simple, elegant, and beautiful. It’s the perfect approach for a luxury product like an expensive watch.

Banner Ad Design Tutorial

Learn how to create a colorful banner ad that’s sure to stand out by following along with this video tutorial. You’ll actually see how to create a group of banners in different sizes and dimensions (all with the same style) to be used in various places.

Make a Soft Grunge Product Ad Design in Photoshop

This text-based tutorial walks you through the process of creating a shoe advertisement that incorporates a splatter effect.

Create a Shoe Advertisement Poster Using Floral Elements

Here is another shoe ad design with a completely different style than the previous one.

Design a Stunning Sneaker Advert

This sneaker ad uses glowing light effects to stand out.

Create an Amazing Ad in Photoshop

Here’s a similar ad that really looks professional. Learn how to duplicate the design be following along step-by-step.

Simple Social Media Ad Design Tutorial

Social platforms like Facebook, Instagram, and Pinterest are among the best places to advertise for high ROI. This tutorial shows how to create a simple but beautiful social media ad.

Simple Social Media Ad Tutorial

Here is another social media ad tutorial. It shows an approach you can easily follow and adapt to create your own unique designs.

Design a Sleek Diamond Poster Advert

This diamond poster ad is elegant and easy, by following along with this tutorial. Be sure to see our collection of Photoshop poster design tutorials for more ideas.

How to Make a Car Advertisement Poster

This design uses a nice dispersion effect that is a perfect choice for a car advertisement. Of course, you can use the same technique to create ads for other types of products as well.

Create a Freshly Baked Cafe Ad

Here’s an elegant, professional-looking cafe ad that’s made by using some pre-designed elements.

Ice Cream Ad Design Tutorial

This colorful ice cream ad looks just like something you’d see on social media or in your email inbox.

Instagram Pizza Ad Tutorial

Learn how to design an advert for a pizza restaurant by following along with this video.

How to Design a Web Banner Ad

Here you can learn how to create a series of banner ads with matching themes and styles. The example is for a sports accessories company, but you could use the same approach for other purposes.

How to Make Animated GIF Banner Ads

Animated banners can be extremely effective for grabbing attention and this tutorial shows you exactly how to do it.

Design a Frosty Beverage Advertisement

This ice-cold beverage design looks like something you’d find in a magazine.

Strawberry Juice Advertising Poster Design

Create a bright, colorful drink design by working along with this Photoshop advertisement design tutorial.

How to Design Instagram Ads Using a Gradient Effect

Gradients are often used with advertisements. This video teaches how to create a beautiful ad with a gradient background. The process is pretty straightforward, but the end result is a high-quality social ad.

Create an Animated GIF Banner Ad

This is another tutorial for learning how to create an animated banner in Photoshop. Use this type of banner online and you’re sure to get more visibility and more clicks.

Orange Juice Advertising Poster Design

Here’s another colorful juice poster tutorial that shows how to create a professional-caliber advertisement design.

Create a Smartphone Ad

Create an ad for a smartphone by following this approach. You can use the same techniques to create designs that resemble other types of mobile phones.

Create a Shampoo Advertisement in Photoshop

This is a simple advertisement that shows the product with other containers blurred in the background. Add your own text to your design if you’d like.

This cologne ad is fairly simple, but the high contrast definitely helps to ensure that it’s noticed.

High Contrast Black & White Ad

How to Create an Anti-Smoking Ad Concept with Photoshop

Learn how to design an ad with a good cause. Encourage others to quit smoking with your own design.

Final Thoughts

Many graphic designers use Photoshop to create ads for their products and services, or for clients. These tutorials represent a wide range of approaches and types of ads. Follow along with a few of them and you’re sure to learn some techniques that can be useful in your own projects.

For more Photoshop tutorials, please see:

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Adobe Photoshop CC

Jun 08

New Website Launch! « Joe McNally’s Blog

By photoshopmama in Photography

One of the silver linings of this past, very difficult year has been time at home. Time at home with Annie, time at home for dinner, time at home to reorganize the studio, and time to rummage through many years of photographing. Very illuminating, to be sure. There were takes upon takes that made me think I was doing something closer to dumpster diving, rather than mining a worthy archive. The question, “What was I thinking?” bubbled up in my head, much more than once.

But there are things there. Pictures, significant points in time, memories, jobs, people encountered…..which led me to the idea of a new website. A mix of old and new. Work shot a month ago, work shot 30 years ago. Famous folks, odd tales, shot on film, shot with pixels, shot in legendary locales and some, shot just down the block on the streets where I lived.

Presented differently. With some new language and categories.

Over the years, some of the web language governing our site had gotten a bit garbled. No one’s fault but mine. You move so fast, work piles up, and even if you’d like to take a deep dive into something on the studio front, you don’t. Because you’re not there. Lots of time in the air, lots of wonderful places and jobs. The hectic mandate of making a living with a camera. The pandemic has been a big pause button.

Now, just one website – joemcnally.com – simple. We still use the robust engine of PhotoShelter, and rely continuously on the ability of the site to store the archive, send pictures, service clients, and show our larger gallery of work. We are huge fans of PhotoShelter and what they do with and for the photo community.

But Blake…at Limecuda…gave us the ability to craft a new entryway to our existing site, with a much different look and feel. A splash, if you will. Big, rotating pictures. Categories with names like, Double Take, and Amazing and Notable Humans. Limecuda is a skilled outfit that engineers simple solutions to web problems. Blake Imeson and Josh Mallard were patient, steadfast, innovative and responsive. At the early stages of this I required patience as I was like the guy who was moving into the new apartment and couldn’t figure out where he wanted to put the sofa. They came up with solution after solution. Wonderful to work with.

I made a nod to the city that has fed my eye ever since I, unwitting, unknowing, untutored, fell off the turnip truck in 1976 and ended up pounding Manhattan’s endless avenues in search of a photo or two. There’s a category called Concrete Muse. A photographic love affair with urban grit. And the talents who thrived in the city, such as legendary pop artist Keith Haring, above, who influenced a whole generation with his vision. He passed in 1990, but he is powerfully remembered.

And the beginnings of many climbs. First one, shot mostly in B&W, for the UPI. Up the famed Queensboro Bridge, getting a fresh paint job in the late 70’s.

One click….. joemcnally.com

More tk….

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photography

Jun 08

Getting Started With Lightroom Classic Ep05 Histogram – Lightroom Blog

By photoshopmama in Lightroom

My latest book for Rocky Nook, looking at Lightroom CC/6 including all the new features. Available in both print and ebook forms.

Penny H: A well written and very comprehensive guide that I thoroughly recommend.
Stefan47: Even an experienced user will learn a few tips from this book.

Piet Van den Eynde: Beginners get more than enough information from this book, but even an experienced user (like I consider myself to be) can learn more than a couple of tricks.

Need to brush up on your Lightroom or Photoshop? Having Catalog or Missing File or Folder issues and need help? Using a variety of services, I can help you online with either.

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Adobe Lightroom

Jun 04

CoffeeShop “Vintage Book Covers 1” Fine Art Textures!

By photoshopmama in Photoshop

How is the week treating you so far? We are doing great, the weather is beautiful and not too cold, so we are spending a lot of time outdoors. That makes me happy. The boys took down the Christmas decorations yesterday while Paul and I were at Costco, and that did make us all a bit sad, but we are welcoming the new year.

I made this new fine art texture set from public domain images from the NYPL Digital Collections and I LOVE THEM SO MUCH! Yes, I know I say that about many of my textures, but these are so pretty layered over images. I am a big fan of the vintage, slightly-grungy overlays, and this high-resolution set is all created from vintage book covers and edited in Photoshop.

I have another action and an impressionistic texture set coming out this week, so be sure to visit again soon!

Download the textures toward the bottom of this post.

Do you want to download my favorite CoffeeShop PSE/Photoshop Actions and Lightroom Presets or Design Elements in one convenient zipped file AND help support this blog? Just click here for my action pack or here for all the actions/presets and professional design elements, storyboards, and textures.

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Adobe Photoshop CC

Jun 03

Hard Work Over Talent | Chase Jarvis Photography

By photoshopmama in Photography

“If I’m going to be in this industry, I’m going to want to be the best at it. And yet I couldn’t guarantee is that I was going to be the most talented in this business. But one thing I could guarantee is that I was going to work harder than anyone else.” -David Droga, Founder of droga5 Agency

Creative talent has always been a wispy thing. If you have more than a lion’s share, it doesn’t guarantee success. And conversely, if you have only a little talent, you still have a chance to stand out. The equalizer? Working your ass off. That way, whatever talent you’ve got under the hood will be amplified and you’ll at least have a well-earned chance at success. Hard work is where the rubber meets the road.

If you’re a professional creative, then working hard and being good at your job is the price of admission. It’s not bragging rights.

We don’t hear PGA golfer Phil Mickelson telling the press how hard he works. Instead, he wakes up every morning and practices. And then, on game day, come rain or shine, in front of 10 people or 10 million people and hits the ball right down the middle. And you know what? That’s the price of admission. You don’t get to be a pro golfer without it. Yo Yo Ma isn’t reminding us how much he’s practiced the cello. Hugh McLeod doesn’t remind us that he draws thousands of cartoons in order to produce a book. You’re not in the PGA, you’re not a concert cellist, you’re not a professional cartoonist until you have worked really hard and actually seen results.

It should be of no surprise then, that we all–you and me and the rest of us professional creatives–are subject to the same laws. Hard work is the price of admission. It’s what happens after you get in the show that really matters.—

Enjoy!

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This podcast is brought to you by CreativeLive. CreativeLive is the world’s largest hub for online creative education in photo/video, art/design, music/audio, craft/maker, money/life and the ability to make a living in any of those disciplines. They are high quality, highly curated classes taught by the world’s top experts — Pulitzer, Oscar, Grammy Award winners, New York Times best selling authors and the best entrepreneurs of our times.

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photography

May 29

Utilize Your Photo Eyes – Outdoor Photographer

By photoshopmama in Photography

Practice making photos even when you don’t have a camera in your possession

Text & Photography By Russ Burden

Published May 24, 2021

When I first got bit by the photography bug, I was hooked for life. Although it was a long time from the day I took my first picture until the time I purchased an SLR, I was always aware of the bite’s power. As I got more and more into the art, I viewed the world as though I had a viewfinder glued to my eye. I used telephoto eyes to pick out small slices of the landscape, animals in the distance and sections of buildings that were architecturally gorgeous. I used my wide-angle eyes to incorporate entire skylines and envision what they’d look like as a print. To this day, I do the same. Whether I’m in my kitchen cooking dinner or leading a safari to Tanzania, my awareness of light, composition and color is heightened thanks to photography. For this, I’m grateful as it allows me to appreciate all I witness more than most non-photographers. So where am I going with this?

In your everyday life, utilize your photo eyes. Look at your surroundings as if you, too, have a viewfinder to your eye. If the light you view is gorgeous, capture images in your inner psyche. Think about the depth of field and come up with the proper aperture for the “photo.” What about the composition? Would you grab a wide or go with a tele zoom? Would it be a vertical or horizontal? How about going a step further—what would the composition be if you captured both a vertical and horizontal?

The more often you do this, the faster you’ll be able to capture images of a fleeting animal before it runs away. Think about the shots you missed in the past because you were five seconds too late. If you practice utilizing your photo eyes, you’ll be less likely to miss the shot next time you’re out in the field with your camera since you already created the composition in your head as you approach the subject. Therefore, you’ll have the correct lens in hand and the shot will be yours. Image

If the subject doesn’t flee, what else can you do to improve the image you just made? If you’re able to fire off a single image, that becomes your placeholder—it’s your only image of that subject you created, therefore it’s your best. Now, think about how you can make it better. What if you move a few feet to the left or right to eliminate the bright background? What if you use a different aperture to narrow the depth of field? What if you attach a flash to your camera to add fill light and a highlight to the eye? What if you got down lower so the background is more out of focus?

These are real-time questions to ponder when you’re out in the field. The key to take from this is to not restrict answering these variables to real-time scenarios. As you utilize your photo eyes with an imaginary viewfinder to your eye, answer these questions so they become innate. The more often you do, the more often you’ll come back with killer images when the real camera is in your hand and subjects are encountered.

To learn more about this subject, join me on a photo safari to Tanzania. Visit www.russburdenphotography.com to get more information.

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photography

May 29

How To Repair Old Film Negatives in Photoshop

By photoshopmama in Photoshop

How To Repair Old Film Negatives in Photoshop

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Adobe Photoshop

May 29

Editing with the Clean & Colorful Preset Collection

By photoshopmama in Lightroom

Editing with the Clean & Colorful Millennium Preset Collection

Hello Pretty Family! We are super excited to share with you our BRAND NEW Lightroom Preset Collection! Just like all our other collections, this one is full of one-click enhancements that transform your photos from dull and ordinary to polished and pretty!

The Clean and Colorful Preset Collection was designed for use with BOTH Lightroom on your desktop AND the FREE Lightroom Mobile App. How cool is that?

These presets are ideal for anyone who is looking for beautifully clean and polished photos with the ease of one-click edits and is perfect for cultivating a beautiful Instagram feed aesthetic that’s cohesive and fits with your style! Mix and match presets within the collection to create a consistent vibrant and colorful look.

Clean & Colorful Lightroom Presets

We are super excited to share this gorgeous collection with you, so let’s go ahead and walk through a few edits.

Clean and Colorful Edit #1

Let’s edit our first image with the Pashmina preset. Here is our straight out of camera image:

Crisp and Clean Lightroom Presets

Here is the image with ONLY the Pashmina preset added. This was a super easy, one-click edit in Lightroom:

Crisp Clean Lightroom Presets

Before and After:

Clean Lightroom Presets

This collection contains nine presets that will help you quickly and beautifully polish your images no matter which version of Lightroom you are editing in.

ALL of the Clean and Colorful Millennium Presets are complementary to one another so there is no need to always edit with the same preset each time. They look beautiful together and will help your images look cohesive in your social media feed!

Clean and Colorful Edit #2

This second image was edited with Clean Bright Color. Here is the straight out of camera image:

Clean and colorful presets for lightroom mobile

Here is the image with the Clean Bright Color preset added to the image. One click really enhances the bold and bright colors!

bright colorful Lightroom presets

Before and After:

It’s important to know that while each preset in the Clean and Colorful Collection can be a one-click edit, they are also completely customizable. You can easily make additional adjustments to your image, such as adding more exposure, tweaking the white balance, or adjusting contrast before or after adding the preset to your photo.

It is always helpful to have options and it is completely up to you to decide what your image needs during the editing process.

Clean and Colorful Edit #3

This third image was edited with the Clean Rich Color preset. Here is our straight out of camera image:

Lightroom Vibrant Preset

Here is the image with the Clean Rich Color preset added. One click and done! Super simple and classically beautiful:

Vibrant Color Preset Lightroom

Before and After:

Bright and Vibrant Presets

The Clean and Colorful Preset Collection is ideal for portraits, wedding, travel lifestyle, blogging, interior design, landscape, architecture and perfect for cultivating a colorful Instagram feed aesthetic that’s cohesive and fits your style! They were carefully created to take advantage of Lightroom’s latest features for use use on both Lightroom for desktop and Lightroom Mobile applications.

These presets were so much fun to create for you! As always, we can’t wait to see what YOU can create with this beautiful collection of Lightroom Presets.

Gayle Vehar

Lightroom Instructor

Hi!! I am Gayle. I am a wife to my handsome husband and mom to 4 beautiful kids. In my spare time, I am a photographer and blogger at Mom and Camera. I have a passion for sharing my love of photography with others. I teach local photography classes and regularly share photography tips and tricks on my blog. I hang out there a lot—I’d love you to stop by and visit!

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Adobe Lightroom

May 24

Focusing On A Genre – Is It Right For You?

By photoshopmama in Photography

Should we be focusing on a specific genre of photography? Many blogs (including ours) share perspectives on the reasons to stick with a category, or genre of photography.

When you think of Ansel Adams, what comes to mind? Black and white photography? Landscapes? Make no bones about it, Ansel Adams set himself apart with his specialty of rural landscapes in black and white. A pioneer whose quotes and images are revered to this day.

focus dictionary index page — Photo by Romain Vignes

In today’s world of Instagram, Facebook, the web, and online art and photography websites, today’s experts and specialists continue to have a voice and following. Yet, their voices, while strong, face stiff competition from other images of excellence that fly in front of our faces every few seconds in our social feeds.

A social post from Art Wolfe and other icons lasts in our feed about the same amount of time as a fashion celebrity, friend, or peer photographer.

Focusing On A Category – Today’s Reality

Today our industry continues to grow and shift. Growth in terms of a number of photographers, subject matter, and job categories. Plus, non-professionals add a new layer of competition for mind-share.

The subject matter available to photographers? Vast. All we need to do is take a walk, visit a mall, attend an event, navigate a local scene to find something interesting to photograph.

If ‘interesting to photograph’ was only that easy. The subjects are numerous, but capturing images that jump off the screen and resonate with viewers? It’s work. A lot of work. That is where expertise from trial and error, rinse, and repeat come into play. It’s all linked together.

grey metal chain on white background — Photo by Edge2Edge Media

Add in that today, for viewers (and potential customers) to find works of art in areas they enjoy, all they have to do is scroll through their social feed. Within seconds, images dance across smartphones and computer screens.

If only likes were the same as money, many photographers would be raking in serious pennies. But, as we know, they are not.

Your Photography: What Are You Known For? What Are Your Goals?

If our goals include earning an income from our work, there’s a business benefit to honing your craft in a category. When we study our subjects time and time again, our skills and our eyes fine-tune. Our work potentially elevates and bodies of work expand.

Photography in itself crosses so many categories and genres. Your eye, artistic strengths, and passion for what you shoot help guide our field(s) to focus on. Even when you do the majority of your work in a genre, there’s an opportunity to further niche yourself into more narrow subcategories.

white open signage — Photo by Tim Mossholder

Our business opportunities grow as we learn more about our audiences preferences and buying customers and how to reach them.

If we look at Jackie Kramer of LuvBlooms, her floral photography is off the charts amazing, stunning, and creative. She’s also a wedding photographer. While her work there is also stunning, she targeted and honed her floral photography work. Her masterful work is in galleries. She conducts high-profile workshops and coaches many informally via her Facebook page: Pholorography (participation is via a request to join the group).

Branding Shares Your Story, Gains Credibility

Like Jackie above, the more of our work in a category we push, the more we’re thought of in that arena. We gain followers who share the same interest. We become more known and recognized. When we build our business on a brand or brands, it helps street cred too.

If our goals are to drive customers to our work and services, messaging and branding must be clear. Consider this: Would you go to 5 Guys and Fries for a pizza? No, definitely not. But for a juicy burger with all the ‘fixings’ and super french fries, sign me up! That’s the point with our photography.

Would you reach out to a boudoir photographer to photograph your child’s birthday party or vice versa? You might if the branding for each of these lines is clearly defined and separated. On the other hand, if you visit their website and see amazing boudoir imagery side by side with birthday parties, you’d probably look elsewhere. This combo pack would be hard to put under one brand.

Additionally, when your strengths are recognized, there’s opportunities outside of selling prints that lead to income.

Here’s a few:

Writing and blogging
Individual and group workshops
Guest speaker
Gallery show
Photography judging
Panel discussions
Stock photography
Event and special occasions
Workshop team members
Etsy shop
Online art websites
Commercial work
Portraits
Photo products (books, calendars, cards)
Many others…

Industry – Our Competition, Our Action

Competition: The industry, like any other industry, faces challenges. As many photographers are self-employed, freelance, we face competition from other photographers. Millions of professional photographers. We also compete with non-professional photographers who in their own right produce professional-level work. And we compete with non-professional and professional’s moments of excellence who are willing to give their work away for free.
Our Action: As a result, the need for producing body (or bodies) of work that make our brand recognizable to others elevates. When our photographic interests are broad, if using your work as a source of primary income, it’s helpful when your branding is clear as in Jackie’s above.

My Experience:

As much as I wish I could say I’ve stuck with a genre, it’s a “well, sort of.” I started with birds and expanded across categories that are nature and travel-related. I also enjoy abstract photography even though that’s not really a big part of my work.

I’ve branded my art and writing work as a photographer who can’t focus on a subject. While it’s a little tongue in cheek, it’s true. My husband says I suffer from a photographer’s attention deficit disorder. I agree.

Locally, my business comes from individual and small group workshops and custom coachings via Zoom. More broadly, my photography and writing skills are used in blogs combined with a few travel workshops.

To that end, I opted to use Etsy as my primary sales platform. As much as I’d like to think that folks will go to my website to buy (and some do!), people go to Etsy to shop with the intention of buying. For those whose work is broad, online marketplaces such as Etsy and others offer those with diverse subject matter a way for their work to be found via their search engines.

Focusing On A Category – Tomorrow’s Results

There’s no one absolute way to build and grow our business. However, recognizing first that it’s a business with the need for defining goals, building a roadmap, and honing skills. Refining and specializing our skills helps build a strong foundation.

5 Photoshop tips for Photographers you probably don’t know

By photoshopmama in Photoshop

5 Photoshop tips that are so useful, you’ll wish you knew them before.

This week’s tutorial, is like 5 little baby tutorials. You are going to love these Photoshop hacks that show you better ways for blurring the background of a photo, combining images, using the healing brush without the smudging, cloning in perspective and better sharpening.

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Photoshop

May 19

The Differences Between DSLR and Mirrorless Cameras and If You Should Upgrade

By photoshopmama in Photography

No doubt, the industry is quickly moving toward a fully mirrorless age, but that certainly does not mean DSLRs are suddenly useless or that you should immediately upgrade to a mirrorless camera. This excellent video explores the differences between mirrorless cameras and DSLRs and if you should consider trading in your DSLR or if you can hold on to it.

Coming to you from Saurav Sinha, this great video explains the differences between mirrorless cameras and DSLRs and if it is worth upgrading at the moment. There is no doubt that every manufacturer (save for Pentax) is moving toward a fully mirrorless future, but that does not necessarily mean you need to give up your DSLR just yet. In fact, if you do not need the specific benefits of a mirrorless camera, now might be a better time than ever to pick up a used DSLR, with mirrorless cameras driving their prices down and numerous excellent models available on the market. In addition, both Canon and Nikon offer lens adapters for mounting DSLR lenses on mirrorless cameras that generally make for a pretty seamless experience, which will help you ease the transition into mirrorless whenever you eventually decide to make it. Check out the video above for the full rundown from Sinha.

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photography

Photoshop Tutorials for Designing Ads

Energy Drink Advertisement Design Tutorial

Professional Product Ad in Photoshop

Banner Ad Design Tutorial

Make a Soft Grunge Product Ad Design in Photoshop

Create a Shoe Advertisement Poster Using Floral Elements

Design a Stunning Sneaker Advert

Create an Amazing Ad in Photoshop

Simple Social Media Ad Design Tutorial

Simple Social Media Ad Tutorial

Design a Sleek Diamond Poster Advert

How to Make a Car Advertisement Poster

Create a Freshly Baked Cafe Ad

Ice Cream Ad Design Tutorial

Instagram Pizza Ad Tutorial

How to Design a Web Banner Ad

How to Make Animated GIF Banner Ads

Design a Frosty Beverage Advertisement

Strawberry Juice Advertising Poster Design

How to Design Instagram Ads Using a Gradient Effect

Create an Animated GIF Banner Ad

Orange Juice Advertising Poster Design

Create a Smartphone Ad

Create a Shampoo Advertisement in Photoshop

High Contrast Black & White Ad

How to Create an Anti-Smoking Ad Concept with Photoshop

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Editing with the Clean & Colorful Millennium Preset Collection

Clean and Colorful Edit #1

Before and After:

Clean and Colorful Edit #2

Before and After:

Clean and Colorful Edit #3

Before and After:

More Lightroom Mobile Tutorials

Gayle Vehar

Lightroom Instructor

Focusing On A Category – Today’s Reality

Your Photography: What Are You Known For? What Are Your Goals?

Branding Shares Your Story, Gains Credibility

Industry – Our Competition, Our Action

My Experience:

Focusing On A Category – Tomorrow’s Results

Further Reading:

5 Photoshop tips that are so useful, you’ll wish you knew them before.

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