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Week 10: Design

When I started my business, I didn’t have the budget to pay a designer, so I learned some of my greatest design hacks in Photoshop.

This week’s class is about hacking the ultimate marketing materials.

Learn to create visually stunning stories that communicate to the clients you want to attract. You will be surprised to discover how much you can create with your Photoshop skills.

We will also explore InDesign and walk you through the basics.

Come and spend some time this weekย getting creative with mentor Shauna Lofy and myself.

My main goal this weekย is to help you learn how to design the ultimate PDF, fold-out accordion marketing card, and magazine. In this startup phase, I want you to be able to send it digitally and display on your website. And when your business (and budget grows) I want you to be able to print them.

Learn the subtle and dynamic way to use your imagery to tell stories that attract and create desire.


  1. Maybe it will be a bit stupid to ask that but do you give the magazine when they book a session or when they call you? Because that influences a lot of the content i guess?

  2. Sue gave very simple techniques for PhotoShop (and that’s great for beginners) but if you want to be fast, efficient and take less time, I highly recommend learning and forcing yourself to use the keyboard shortcuts. For example: B=Brush; T=Text; I =Eyedropper; M=Marquee, CTRL+D= removes the Marquee marching ants.

    You will be amazed how much faster it is than moving your mouse to the top, clicking on something, and then waiting for it to open.

  3. Couple of things to add:

    InDesign also allows you to use styles so if you wanted to change your font for an entire document, you have one place to go. Not the case in Photoshop. There are lots of little things like that that make InDesign a better choice for doing print layouts.

    LR/PS – I use the same basic workflow as Jeane described. The HUGE advantage that LR has when it comes to printing is that the crop you do is non-destructive so making changes is a piece of cake and no worries about accidentally overwriting your file as can happen in photoshop. There are also many other advantages when it comes to printing from LR over PS such as printing in bulk. I use the Canon Print Studio at the end of the process.

    LR also allows you to export multiple files at the same time so if you need to save multiple files at different resolutions, you can do that quickly. Exporting 30-40 files at hi res and then again at low res takes only a few steps.

    1. Do you have any recommendations for exporting hi res files in LR? I use the same settings and some of my files export as smaller files “km” and some as larger files “mb”. Since I’m trying to print larger and ina photo book I need over 3mb and can’t seem to gauge on how to do this. I’m so frustrated. Does anyone know how to do this?
      Thanks so much! Laura

  4. @kittimcmeel @jeannewagner I have always used ACR. I only use lightroom to show clients their images by screen mirroring to my TV with my tablet, if they have more than what I showcase on the wall. I love ACR and have only used that program to provide limited edits. And yes, you can sync edits with that program which I love. Then I bring the images into photoshop to add the final edits ?

  5. @JeanneWagner I have the exact opposite approach and want to suggest a modification to your statement. Camera Raw can sync your edits across shots. I only use LR at the end of my process to crop and to print using Canon’s studio plug in. One thing we can both agree on, getting it right in camera saves a lot of time.

    1. Thank you Kitty. I will investigate that! I have a feeling I would still stick with LR to do that, because of memory usage. In PS the real photo is open, with LR it’s a placeholder so to speak, and takes less memory. My system gets bogged down with too many photos open in PS at the same time.

  6. I’d like to address the LR/PS war issue… I will always switch over to PS after I do my basic stuff in LR, but I start in LR first. I do that all in LR because when you have a series of shots all in the same light, you can sync your edits and wham! all those pictures will have the same edits with the effort of just doing one. I find that to be a BIG time saver. Camera RAW is essentially the same as LR, but it cannot sync your edits across shots. Not even presets has the same speed. After I’m done with the sync, and if there are more things that need to be done in PS such as cloning and skin retouching, then I will work on individual shots. Getting it “right” in camera also saves a lot of time. ๐Ÿ™‚