A method comprising: automatically selecting an object of interest depicted within a user interface based on existence of an associated image modifier, the user interface comprising a field of view of an image capture device, the selection indicating a position within the user interface; determining a modifier context based on one or more characteristics of the selected object and, the position within the user interface the one or more characteristics of the selection comprising sensor data detected by the computing device contemporaneously to receiving the selection; identifying a set of image modifiers, each image modifier being a visual effect or modification for application to at least a portion of the real time field of view of the image capture device, the set of image modifiers comprising one or more image modifiers for the image capture device and a modifier icon for each image modifier of the set of image modifiers and at least one modifier category for each image modifier of the set of image modifiers; receiving an image modifier for incorporation into the set of image modifiers, the image modifier associated with a modifier category indicating at least one context indicator triggering identification of the image modifier, the at least one context indicator being one or more of an object of interest within the field of view of the image capture device and sensor data indicating a position, orientation, or location of the computing device; determining an order for the set of image modifiers based on the modifier context; and causing presentation of the modifier icons for the set of image modifiers within the user interface. automatically selecting an object of interest depicted within a user interface based on existence of an associated image modifier, the user interface comprising a field of view of an image capture device, the selection indicating a position within the user interface; determining a modifier context based on one or more characteristics of the selected object and, the position within the user interface the one or more characteristics of the selection comprising sensor data detected by the computing device contemporaneously to receiving the selection; identifying a set of image modifiers, each image modifier being a visual effect or modification for application to at least a portion of the real time field of view of the image capture device, the set of image modifiers comprising one or more image modifiers for the image capture device and a modifier icon for each image modifier of the set of image modifiers and at least one modifier category for each image modifier of the set of image modifiers; receiving an image modifier for incorporation into the set of image modifiers, the image modifier associated with a modifier category indicating at least one context indicator triggering identification of the image modifier, the at least one context indicator being one or more of an object of interest within the field of view of the image capture device and sensor data indicating a position, orientation, or location of the computing device; determining an order for the set of image modifiers based on the modifier context; and causing presentation of the modifier icons for the set of image modifiers within the user interface.