How to decide a "look" for a photo

[freezehead]

Hi everyone,
I am a newbie and starting to take my steps into retouching land. I read many threads and learned a lot of thing from experts here. I want to asks you guys a question: how do you decide a "look" for a photo, for example, why you make the photo look vintage, or make it warm or make it cold. I look at some editorial photos and see some have vintage look, some look bright and colorful...Is it the requirement of client or the photographers, retouchers decide it. Sorry if my English was bad

[nicatnecef]

Do you use Photoshop?

[Mike Needham]

Whoever commissioned the image will ultimately have a 'vision' in mind, whether it be for an editorial piece or personal work. Retouchers are not expected to direct the overall feel of an image, unless perhaps for TF work.

[jbedford]

subjective objectivity

[DadanY]

Hi,

i think it's all in your mind,still you need to recognize when a picture is to dark or to bright,to green or blue etc etc...and then focus on your vision