Update: Upon the application’s next update, Objectify’s name will be automatically changing to Filteract (which I like a lot better). The app will remain identical in all other aspects.

Objectify is an application, available for iPhone and iPad, that allows the user to quickly and easily add (splitting infinitives ftw) emphasis to objects in photos by selectively applying filters. Think like those romanticized photos of London where everything is black and white except for the bright red telephone booth.

I have to say this upfront: I hate this application’s name. I know, “that which we call a rose” and all that, and I understand the intent, but why, out of the whole photography/color/image editing lexicon, did Filteract decide to use a negatively connoted word as the name for the app? But I digress.

What sets Objectify apart from other applications that are capable of achieving similar effects, including ColorSplash and Photoshop, are its intuitive Paint-Roller (which senses the areas around where you paint to detect which neighboring colors need to be affected by the filter as well) and Magic-Paint (which can paint a whole object in a single touch) tools. These smart tools mostly eliminate the need to carefully hand-color the areas to which you wish to apply filters or color effects.

I have little (read: absolutely no) expertise in iPhone photo editing software (or photo editing software in general, to be honest), and I found Objectify quite easy to use. The application is designed to make it easy to do exactly one thing, and it does that one thing well. I particularly like that you can apply multiple filters on different areas of a single photograph. Another nifty little thing is Objectify’s undo feature, which lets you see each of your previous steps (at least up to twenty-eight of them, as far as I’ve gone) so you can revert back to any point in your process if you so decide.

Overall, Objectify was a fun foray into light photo editing. You can use Objectify for free, but the Objectify watermark will be present on your altered photos unless you pay to remove it, and it isn’t exactly subtle. There are a few additional filters you can purchase in the app as well, but nine are free to use already (and fully adjustable), so I feel like they may be unnecessary.