Show Us Your True Online Colors
2. Your photography, monitors and output devices all should be closely calibrated to lessen variability during the production process. When you convert from a Macintosh environment (traditionally used by creatives and prepress) to the Web, account for differences in brightness.
3. Consider investing in a Web image color-correction solution to lessen or eliminate color variables. Two established options include Imation’s Verifi Accurate Web Color and E-Color’s True Internet Color. Let’s explore the investments necessary for these color-improvement options.
When shoppers first enter a site using one of these color solutions, they’re asked to go through a simple and fast four- to seven-step process to capture important display information, such as the brightness, contrast, gamma levels and white points of their monitors. This information is used to create a unique user-monitor profile that’s saved as a cookie and stored in the shopper’s computer.
When the shopper visits other Web sites using the same color solution, the software recognizes the unique profile and adjusts the color images, displaying them in the most accurate manner possible for that particular shopper’s monitor.
The Verifi technology also alerts shoppers to changes in their monitor characteristics, changing company logos, for example, from a bright color (current) to pastel (needs to be refreshed) to gray (not working). This reminds shoppers to “refresh” their color profiles.
Time investment is the only cost to the online shopper for using the Verifi or E-Color solutions.
While the two solutions are similar, there are some significant differences. Verifi uses a scalable enterprise, server-based Web application housed at the cataloger’s location of choice. Images are dynamically color corrected, and based on company estimates, there are about 1.4 million possible color output combinations.
Currently, E-Color’s True Internet Color solution is based on an ASP model, with the images housed and corrected at a remote E-Color server. The company’s new product, Enterprise Imager (available in the fall), will offer its traditional correction software within a scalable-enterprise application.