Comprehensive Guide to Adobe Lightroom for Businesses
Intro
In a world where visuals dominate, the ability to harness compelling imagery is crucial for any business aiming to stand out. Adobe Lightroom serves as a linchpin for businesses keen on optimizing their photographic content. Whether you’re a small startup launching your first campaign or an established brand seeking to refresh your visual identity, understanding how Lightroom works can make a significant impact.
With its user-friendly interface and robust feature set, Lightroom caters to photographers and marketers alike. Not just a tool for photo editing, it offers a comprehensive suite of functionalities aimed at enhancing workflow efficiency. This article will take a closer look at the intricate aspects of Lightroom, unraveling its potential to elevate visual strategies and streamline operations for businesses.
Software Overview
Definition and Purpose of the Software
Adobe Lightroom is primarily designed for photo enhancement and management. Unlike other image editing software, Lightroom concentrates on non-destructive editing, which helps retain the original quality of photos while allowing users to experiment freely with various adjustments. Its purpose spans beyond individual use; it aims to empower businesses by enabling them to produce consistent, high-quality visuals that resonate with their audience.
Key Features and Functionalities
Lightroom offers numerous features that make it an appealing choice for business professionals:
- Non-Destructive Editing: Edits can be reverted at any time, preserving the original image.
- Organizational Tools: Tagging, rating, and facial recognition make managing large collections of images seamless.
- Presets and Batch Editing: Apply multiple adjustments with a single click, saving time and maintaining consistency across visuals.
- Integration with Adobe Ecosystem: Works well with other Adobe products, ensuring a comprehensive workflow for digital media.
- Mobile Compatibility: Access your work on the go, which is vital for businesses that operate flexibly across different devices and locations.
"In today's visual-first world, the quality of your images can make or break a marketing campaign. Lightroom is the brush that paints your vision into reality."
Comparison with Alternatives
Overview of Competitors in the Market
While Adobe Lightroom holds a prominent position in the photo editing landscape, it is essential to acknowledge its competitors. Software like Capture One, ACDSee, and Affinity Photo also provide various functionalities for photo editing and cataloging. Each tool has its strengths, appealing to different segments of users based on their specific needs and preferences.
Key Differentiators
What sets Lightroom apart from its competition? Here are some distinguishing features:
- User Interface: Lightroom’s intuitive design accommodates both novices and seasoned professionals.
- Community and Resources: Strong online support and tutorial resources make it easier for users to learn and improve.
- Syncing Capability: The ability to sync edits across devices means business users can work from wherever they are, maintaining a fluid workflow.
In essence, while Lightroom may share space with other software, its tailored features and comprehensive toolset position it uniquely in the realm of professional photo editing for businesses.
Intro to Lightroom
In the realm of digital imagery, Adobe Lightroom stands as a cornerstone for professionals across various industries. Recognized for its versatile functionalities, Lightroom is not simply a tool for editing photos; it's an essential platform that fosters creativity and enhances workflow for small to medium-sized businesses. In today's visually-driven market, the ability to present stunning visuals can make all the difference in how a business is perceived. Therefore, understanding Lightroom and how it operates is crucial for those who aim to elevate their visual content strategies.
This section explores the definition, purposes, and historical evolution of Lightroom, setting the stage for an in-depth analysis of its core features in subsequent sections. Knowing what Lightroom is and its role can aid in addressing specific business needs, ensuring that users are fully equipped to harness its power.
Definition and Purpose
Lightroom is a photo editing and management software developed by Adobe Systems. Unlike traditional image editing software that focuses on individual adjustments, Lightroom provides a comprehensive framework for organizing, editing, and sharing images in a streamlined fashion. It targets photographers who demand efficiency without sacrificing quality.
Purpose:
The primary goal of Lightroom is to simplify the photo editing process while retaining the integrity of the original files. The software offers an array of powerful editing tools that users can apply non-destructively, ensuring that any changes made can be reverted at any time. Companies can thus maintain the original quality of their images while experimenting with various enhancements. By facilitating bulk editing, organizing images into collections, and adding metadata, Lightroom proves to be invaluable for businesses looking to maintain a high standard in visual communication.
History and Evolution
Lightroom first emerged in the digital photography landscape in 2007, aiming to address the gaps left by existing software. Initially developed as a solution for professional photographers, its capabilities have expanded to support an array of users, including marketers, designers, and social media managers. Over the years, Adobe introduced numerous updates based on user feedback, continually refining the tool to meet evolving business needs.
In its early days, Lightroom focused primarily on organizational skills and basic editing features. However, as the demand for more advanced tools grew, Adobe responded adeptly. Modern versions include a suite of features such as selective editing, cloud syncing, and advanced color grading, allowing users to efficiently create visually appealing content directly aligned with their brand's identity.
As a software, Lightroom reflects not just technological advancements but also shifts in the creative landscape. It has grown to accommodate the increasing need for mobile and social media functionalities, ensuring that businesses can stay relevant in an ever-changing market.
Understanding the evolution of Lightroom can help businesses appreciate its robust capabilities and anticipate future roles in media production.
In summary, from its inception to present day, Lightroom has transformed the way businesses approach photo editing and management. It is a necessary investment for any organization aiming for excellence in visual communication, setting the stage for richer engagement with their audiences.
Core Features of Lightroom
In the world of photo editing, leveraging the right tools can make or break visual content. Adobe Lightroom stands out as a top choice for many businesses due to its robust functionality designed for both amateurs and professionals alike. Understanding the core features of Lightroom can illuminate how this software can seamlessly blend into existing workflows, enhancing photographic outputs and overall productivity. Here’s a closer look at some of the pivotal capabilities that make Lightroom a preferred solution.
Photo Editing Tools
Lightroom's editing toolkit is often the primary reason businesses choose this software. Unlike other editors which can feel clunky or overly complicated, Lightroom provides a streamlined interface thatis user-friendly. Key features include:
- Basic Adjustments: From exposure and contrast to highlights and shadows, these controls are vital in correcting images. A small tweak can transform a dull photo into a vibrant one.
- Advanced Options: For those looking to delve deeper, tools such as curves and HSL (Hue, Saturation, Luminance) offer extensive capabilities to refine images.
- Non-Destructive Editing: One of the significant draws is the non-destructive nature of the tool. Adjustments can be made without permanently altering the original image, allowing for experimentation without risk.
By utilizing these tools, businesses can easily create polished images that resonate with their target audience, ensuring a professional appearance in all visual materials.
Photo Organization
For many, organizing a sizeable amount of photo content can feel like herding cats. Lightroom’s organization features are noteworthy for keeping track of images efficiently, particularly for teams managing multiple projects. Here’s how:
- Folders and Collections: Users can manage images in folders, but collections allow for more strategic grouping based on themes, projects, or even clients.
- Keywords and Metadata: Tagging images with relevant keywords simplifies the retrieval process. This capability can prove invaluable for businesses that need quick access to specific images under tight deadlines.
- Rating and Flagging: Quickly marking images as high priorities or favorites helps streamline the selection process during editing sessions.
This level of organization reduces time wasted on searching and allows the focus to shift towards the creative aspects of graphics design marketing.
Presets and Filters
Presets and filters serve as time-saving features that enhance consistency across a company’s visual output. Within Lightroom, users can create, save, and apply presets, making it easier to maintain a specific aesthetic or brand identity.
- Custom Presets: Businesses can develop their own presets that reflect their brand’s aesthetic. For example, using a warm filter could establish a cozy atmosphere which might resonate with a local bakery’s visual story.
- Batch Processing: Instead of editing each photo individually, presets allow for flawless application across dozens or hundreds of images. This feature becomes a game-changer especially during projects where consistency is key.
- Exploration of Creative Options: Users are encouraged to experiment with filters that can dramatically alter an image. This feature isn't just for fun; it can help in crafting niche marketing campaigns that require different styles or feelings.
Ultimately, the features built into Lightroom provide tools that cater directly to the needs of small to medium-sized businesses aiming to compete in an image-driven market. They eliminate the barriers that often align with technical editing, making exceptional photography accessible to all.
Benefits of Using Lightroom in Business
Using Lightroom can feel like a game changer for businesses looking to enhance their visual content. In a world where first impressions are often visual, getting your photographs just right is vital. Here, we delve into several specific benefits that can really make a difference for small to medium-sized enterprises, as well as entrepreneurs and IT professionals involved in visual marketing.
Enhanced Visual Content Creation
Visuals are not just eye candy; they are integral to how businesses communicate their brand story. The unique editing functionalities of Lightroom allow users to create high-quality images that resonate with their audience. For instance, taking a plain image of a new product and transforming it into a captivating visual can spur engagement.
Lightroom provides tools like split toning, color grading, and advanced cropping, which can help elevate the aesthetic appeal of images. The local adjustment tools enable precision editing; think of enhancing the sky in a food truck's exterior shot to make it pop against a vibrant background. This degree of personalization can resonate deeply with potential customers and boost overall marketing appeal.
Moreover, the option to use presets facilitates a consistent brand identity across different visuals. Businesses can craft a signature style, whether it’s a soft, muted palette or vibrant, eye-catching colors— aligning photos with brand values seamlessly.
Efficiency in Workflow
Time is money, and that maxim holds especially true in business environments. Lightroom excels in optimizing workflows, especially for teams managing multiple media files. With its organizational features, users can tag and catalog images effortlessly, making it easy to locate specific photos when needed.
Importing and exporting images in bulk is a breeze in Lightroom, enabling businesses to manage large volumes of data without breaking a sweat. The batch processing feature allows users to make adjustments to multiple files simultaneously, which speeds up the editing process significantly.
Additionally, the software's non-destructive editing means that all adjustments can be reverted, allowing team members to experiment without the fear of losing original files. This dual approach enhances productivity and minimizes potential stress within a team. By streamlining these processes, Lightroom empowers users to focus on the creative aspect instead of getting bogged down in operational tasks.
Collaboration Features for Teams
In an age where collaboration is key, Lightroom caters to this need with its shared capabilities. When multiple individuals are working on projects, the ability to share collections of photos within the software becomes enormously beneficial. This is particularly useful when dealing with creative teams spread across different locations.
Lightroom also offers commenting and flagging features to facilitate real-time feedback among team members. Imagine a scenario where a marketing team shares a series of promotional images; team members can quickly annotate images and suggest edits, turning what could be a lengthy back-and-forth into a seamless exchange.
By integrating its tools in cloud workflows, Lightroom fosters a collaborative environment that enhances teamwork. This communal approach not only speeds up the editing process but also enriches the final output, incorporating diverse perspectives into the creative chain.
“Efficiency in workflow directly translates to better output. Lightroom brings clarity, focus, and collaboration under one roof.”
Lightroom in Marketing Strategies
In the dynamic world of marketing, leveraging the right tools can spell the difference between an average campaign and an outstanding one. Adobe Lightroom offers businesses an edge by transforming how they handle visual content. With its robust editing capabilities, effective photo organization, and the ability to create visually striking marketing materials, Lightroom crafts compelling content that effectively engages audiences. The integration of Lightroom into marketing strategies can enhance brand identity, making it more memorable and visually appealing.
Importance of Visuals in Marketing
Visual content plays a crucial role in how businesses communicate with their audience. According to statistics, posts that include images generate over 650% higher engagement than those without. Therefore, harnessing the power of visuals is not just a preference but a necessity in today's marketing landscape.
Lightroom's ability to produce high-quality visuals ensures that businesses can convey their messages effectively. In a world inundated with information, it’s the eye-catching images that stop passersby in their tracks. Moreover, visual storytelling is instrumental in establishing emotional connections. A well-edited photo can elicit feelings, from nostalgia to inspiration, depending on how it’s crafted.
- Brand Recognition: Consistent visual style across marketing materials fosters brand recognition.
- Increased Engagement: Attractive imagery attracts clicks and interaction on digital platforms.
- Storytelling: Visuals help encapsulate brand stories succinctly.
While words have their place, the saying goes, "A picture is worth a thousand words." This emphasizes the notion that sometimes images capture the essence of a message far better than text alone can.
Creating Compelling Marketing Materials
In marketing, materials such as brochures, social media posts, and advertisements serve as a reflection of a business's identity. Using Lightroom, professionals can refine images to ensure they are not only appealing but also effectively narrate the brand’s story.
When creating marketing materials, several elements come into play:
- Quality of Images: High-resolution images rendered with precision make an immediate impact. Lightroom enhances details, colors, and textures, ensuring that what’s presented is top-notch.
- Personalization: Businesses can create unique presets tailored to their branding needs. These presets streamline the editing process, allowing for consistent aesthetics across multiple platforms without sacrificing individuality.
- Adaptation to Various Formats: Whether it’s a sleek Instagram post or a comprehensive PDF brochure, Lightroom allows for versatility in adapting photo formats without losing quality.
Being savvy with Lightroom not only optimizes workflow but also empowers businesses to maintain a professional image. It’s about presenting a polished facade that resonates with the target audience.
"Visuals are the backbone of marketing; investing in their quality means investing in the brand's longevity."
Understanding how each element contributes to the overall message enables brands to harness the capabilities of Lightroom effectively. The end goal? To create marketing materials that are not just seen but are memorable and impactful.
Comparisons with Other Photo Editing Software
In today's digital age, the plethora of photo editing software available can be both a blessing and a curse. For businesses seeking to elevate their visual content, it's vital to assess which tools could best serve their specific needs. Comparisons between Adobe Lightroom and other software platforms, such as Photoshop and Capture One, provide insights into their functionalities and determine which one fits best within an organization's workflow. Understanding these differences can guide businesses in making informed decisions, ensuring they invest in solutions that maximize their output and creativity.
Lightroom vs. Photoshop
While both Lightroom and Photoshop are prominent players in the Adobe suite, they cater to different ends of the photo editing spectrum. Lightroom focuses primarily on photo management and basic editing capabilities. Its non-destructive editing means that original images are preserved and can be adjusted later without quality loss. The interface is fundamentally user-friendly, making it appealing for professionals who need to edit numerous images quickly, such as event photographers or social media managers.
In contrast, Photoshop is the heavyweight champion when it comes to intricate edits. It's an excellent choice for graphic designers and artists needing advanced manipulations, such as layering, masking, and compositing. For users, choosing between the two often boils down to the specific tasks they need to accomplish. An entrepreneur running a business might find Lightroom's efficiency for batch processing suits their needs, while a creative professional might lean towards Photoshop for its expansive toolbox.
Here's how they stack up:
- Focus:
- Editing Style:
- Usability:
- Lightroom: Photo organization and enhancement
- Photoshop: Advanced composition and graphics creation
- Lightroom: Non-destructive edits, streamlined workflow
- Photoshop: Layer-based editing for detailed manipulation
- Lightroom: Easier for beginners, faster for bulk editing
- Photoshop: Requires a steeper learning curve for complex projects
Lightroom offers features that streamline photo organization and enhance visual storytelling, critical for businesses that need to present their products in the best light. However, for graphic-heavy projects, Photoshop's functionality might be indispensable.
Lightroom vs. Capture One
Capture One presents a different set of competencies compared to Lightroom. It's seen as a competitor, particularly among professional photographers who focus heavily on tethered shooting and raw image processing. Capture One tends to excel in processing raw files and offers unparalleled color grading tools. This can be attractive for businesses that need precise color manipulation in their images.
Both programs offer similar basic functionalities, but Capture One's interface can be quite different, favoring those accustomed to a more tailored approach to workspace and tool selection. It allows extensive customization of the interface, which some users find appealing. However, it is worth noting that Capture One often comes with a higher price tag, making Lightroom a more budget-friendly option for small to medium-sized businesses.
To summarize:
- Cost:
- Image Processing:
- Customization:
- Lightroom: More affordable subscription model
- Capture One: Higher price point, but offers substantial power
- Lightroom: Great for batch processing
- Capture One: Superior for raw image editing and color grading
- Lightroom: Limited customization options
- Capture One: Highly customizable interface
In the end, the right choice between Lightroom and Capture One greatly depends on the nature of the business and its visual content requirements. Small businesses that churn out large volumes of images may find Lightroom to be a faster and more efficient tool, while photographers who need top-notch raw processing and color grading might lean towards Capture One.
"Choosing the right software isn't just about preferences; it's about what best suits your workflow and enhances your productivity."
Both Lightroom and its competitors each have their unique strengths and weaknesses. Evaluating these differences helps you pinpoint the best software to elevate your business’s visual strategy.
Technical Requirements for Lightroom
Understanding the technical requirements for Adobe Lightroom is critical for any business planning to integrate this powerful software into their operations. Knowing these requirements helps ensure a smooth installation and optimal performance, setting the stage for efficient editing workflows and effective team collaboration.
System Requirements
Lightroom isn’t exactly a lightweight application; it has capabilities that demand robust computational resources. If the hardware falls short, you could end up facing slowdowns or frustrating crashes. Based on the newest standards, here are the essentials:
- Operating System: Windows 10 (64-bit) or macOS 10.14 or later.
- Processor: At least Intel or AMD processor with 64-bit support. A fast processor will give you a tangible improvement, especially while working with large files.
- RAM: A minimum of 8 GB is required, but 16 GB is recommended for a smoother experience. Given the multitasking nature of photo editing, more is often better.
- Graphics Card: A GPU with DirectX 12 compatible drivers will enhance performance, particularly when rendering previews.
- Display Resolution: A screen resolution of 1024 x 768 or higher ensures you can view the workspace comfortably.
- Storage: An SSD is highly recommended, as it will significantly speed up file accessibility. Lightroom also requires ample space for caches and backups.
These specifications might change in accordance to the software updates, so it's wise to keep an eye on Adobe's official site for the latest info. The bottom line is this: if your system checks all these boxes, you’ll minimize chances of glitches and keep productivity at its peak.
Subscription and Pricing Models
Adobe has shifted entirely to a subscription-based model with Lightroom, which has both benefits and drawbacks, depending on your business needs. Here’s a detailed look at how these pricing structures work:
- Photography Plan: This option typically offers Lightroom as well as Photoshop, along with cloud storage. The cost is usually around $9.99 per month, which is quite reasonable for startups or small teams looking to leverage powerful photo editing tools.
- Lightroom Plan: If editing isn’t your business’s primary focus, you might opt for just Lightroom for about $9.99 a month as well. Keep in mind that this plan usually includes only a smaller amount of cloud storage.
- Creative Cloud All Apps: For organizations needing a suite of Adobe's applications, this plan, priced around $52.99 monthly, may be the best value. This option includes access to all Adobe software, including Lightroom and Photoshop.
Important Note: Businesses should weigh the total cost of subscription over a year or more. Also, factor in storage needs, as additional cloud storage can incur more expenses.
Challenges and Limitations
When any creative tool enters the business realm, it’s vital to examine both its strengths and weaknesses. Adobe Lightroom, a formidable player in photo editing, certainly brings a lot to the table, yet it also presents certain challenges and limitations that businesses need to consider. Understanding these aspects allows organizations to figure out how and when to effectively implement Lightroom into their workflows. This section reflects on the hurdles that users ranging from startups to established enterprises might face when adopting this software.
Steep Learning Curve
For many small to medium-sized businesses, diving into Lightroom can feel a bit like learning to ride a bike all over again, especially for those who have only dabbled in basic editing software before. The interface is stocked with numerous tools and options that can overwhelm new users. While seasoned photographers might find this depth intriguing, novices could struggle at first.
- Firstly, grasping the intricacies of the adjustment sliders, color grading, and masking features requires significant time. For professionals primarily focused on their core business—be it running an e-commerce store or managing a marketing agency— dedicating hours to mastering a complex piece of software can seem daunting.
- Moreover, the absence of step-by-step guides tailored for complete beginners adds to the complexity. Many resources available online tend to cater to advanced users, leaving the newcomers floundering in the deep end.
Performance Issues on Older Systems
Another critical aspect businesses must weigh is the performance of Lightroom on older systems. As technology evolves, so too does software, and Lightroom is no exception. Users on outdated hardware may find that they are not experiencing the full capabilities that the software offers.
- For instance, users with less RAM or older CPU models can expect slower rendering times and procrastinated loading when working with high-resolution files or heavy edits. These delays can lead to frustration and inefficiency, especially when meeting tight deadlines.
- Furthermore, system compatibility might become a significant issue. An older operating system may not support the latest updates of Lightroom, requiring users to either upgrade their hardware or seek alternatives, which could lead to additional costs.
"You might wind up shelling out cash for upgrades simply to accommodate newer software updates—something no one looks forward to."
Ultimately, having the right hardware is crucial for leveraging Lightroom's features. For businesses already strapped for cash, these potential expenses might seem like one more hurdle to overcome, solidifying the importance of a thorough research process before implementing any new technology.
Future Trends in Photo Editing Software
Understanding the future trends in photo editing software is crucial for businesses that aim to stay ahead of the curve. As technology continues to evolve, the capabilities of editing software like Adobe Lightroom must also keep pace. This section delves into two significant trends that promise to shape the future of photo editing: AI integration and cloud-based solutions. Both of these trends bring distinct advantages for businesses, enhancing productivity and innovation in visual content creation.
AI Integration in Editing Processes
Artificial intelligence is no longer just a buzzword; it's a game-changer in photo editing. The integration of AI in tools like Lightroom is revolutionizing the way images are processed and enhanced. One of the leading benefits of AI is its ability to automate complex tasks, thereby reducing the manual effort required. For example, consider how Lightroom can automatically adjust exposure, contrast, and color balance based on content analysis of a photo. This feature not only saves time but also helps maintain a consistent look across various projects.
Businesses can leverage AI to achieve more than just basic edits. With smart preset creation and intelligent object recognition, users can quickly apply desired adjustments with minimal input. This is especially useful for teams working on multiple projects simultaneously. By automating routine processes, time can be freed up for more creative tasks, such as brainstorming or conceptualizing new ideas.
"The most impactful advancements in photo editing are those that allow creativity to flourish while effectively streamlining workflows."
In addition, AI-driven features like face detection facilitate easier retouching in portrait photography. Such functionalities not only enhance the overall quality of images but also reduce the learning curve for beginners, making the software accessible to a broader audience. As these advancements gather steam, businesses that adopt AI-enabled software will find themselves at a significant advantage over competitors who stick to traditional methods.
Cloud-Based Solutions
The rise of cloud computing has transformed the landscape of software applications, and photo editing is no different. Cloud-based solutions allow businesses to store, access, and edit images from anywhere, which is particularly essential for teams that operate remotely or across different locations. With Adobe Lightroom's cloud integration, images can be synced across devices, ensuring that team members work on the latest versions with ease.
Moreover, cloud solutions significantly improve collaboration among teams. Multiple users can access and edit files simultaneously without the worry of overwriting each other's changes. This fosters a collaborative environment where ideas can be exchanged freely, and projects can progress more efficiently. For instance, a marketing team could collaborate on a new campaign, sharing edits and feedback in real-time, ultimately speeding up the production process.
Another noteworthy aspect of cloud-based editing is the elimination of the need for frequent software updates and large local storage capacity. Since the processing largely occurs off-site, businesses can allocate their IT resources elsewhere. With a subscription model, companies can also scale their usage according to their needs, making it a cost-effective solution without compromising on capabilities.
In summary, as we move into a future where AI and cloud solutions become the norm, businesses must adapt to these changes. Embracing these trends not only improves operational efficiency but also enhances the overall quality and impact of visual content. Keeping an eye on the latest developments will enable companies to make informed decisions regarding their photo editing strategies.
Finale
In wrapping up this exploration of Lightroom, it is essential to underscore the mighty impact this software can have for businesses, especially those involved in visual storytelling. Addressing why a robust tool like Lightroom should be in the toolkit of small to medium-sized enterprises, one must consider several key elements. From advanced photo editing capabilities to effective management of visual assets, Lightroom shines as a quintessential platform that meets diverse business needs.
Summary of Key Points
Lightroom facilitates an efficient workflow, allowing businesses to swiftly edit and organize a large volume of photos without getting bogged down by cumbersome processes. Here are the salient features outlined in this article:
- Photo Editing Tools: Its comprehensive editing suite enables businesses to enhance images swiftly while maintaining quality.
- Photo Organization: Categories and keywords help in easily finding images, making life simpler when dealing with extensive photo libraries.
- Collaboration Capabilities: Teams can leverage shared libraries and straightforward workflows, streamlining processes that may otherwise become convoluted and mismanaged.
Moreover, its integration into marketing strategies allows businesses to push visuals that resonate with their audience. This has a direct correlation with engagement and conversion rates.
Final Thoughts on Lightroom's Place in Business
As we look ahead, the role of Lightroom becomes ever more critical. In an age where visual content is king, businesses must adapt to stay relevant. Utilizing Lightroom not only fosters creativity but also cultivates an efficient workflow that can lead to better marketing performance. It’s not merely about having the tools; it’s how effectively these tools are harnessed to tell a brand’s story. Thus, for today’s entrepreneurs and IT professionals, embracing Lightroom isn’t just an option; it’s a strategic imperative. Adapt, evolve, and capture the potential of visual storytelling with tools like Lightroom.
