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The Key is Consistency

Categories: Uncategorized | Friday, February 27, 2015 - 11:28 am

It was the dress that went around the world.  On Feb. 25, a young Scottish woman posted a photo of a dress to her Tumblr account and asked followers to help her determine what color it was.  This turned into the question of the day and sparked a great debate among Internet users across the globe.

White and gold?


Blue and black?

dress color

The difference that people saw was due to the way light enters the eye and how the brain processes the information. gave this explanation:

Light enters the eye through the lens—different wavelengths corresponding to       different colors. The light hits the retina in the back of the eye where pigments fire up neural connections to the visual cortex, the part of the brain that processes those signals into an image. Critically, though, that first burst of light is made of whatever wavelengths are illuminating the world, reflecting off whatever you’re looking at. Without you having to worry about it, your brain figures out what color light is bouncing off the thing your eyes are looking at, and essentially subtracts that color from the “real” color of the object. “Our visual system is supposed to throw away information about the illuminant and extract information about the actual reflectance,” says Jay Neitz, a neuroscientist at the University of Washington.

It turns out that in actuality, the dress was blue and black.

dress color 2

Although ImageMark won’t provide much help the next time you are looking for the perfect outfit, our team of experts will ensure that your brand is visually consistent.

Often times, our clients are concerned about color matching between different applications – whether it is coated vs. uncoated stock, digital print vs. offset print, display graphics, etc.  Part of the color variation comes from the manner in which it is presented.  Computer monitors work with RGB values, while printing works with CMYK values.  ImageMark works with our clients’ designers and marketing directors to ensure that their color schemes remain consistent across all print engines and various substrates by helping to bridge this gap.

“Our designers and technicians have been in the industry for a long time,” said ImageMark Executive Vice President Karen Kaufman.  “Coupled with their keen eye and the varied technology we employ, ImageMark will ensure that your corporate brand colors will match and remain consistent across the board.  You won’t have the ‘black or gold’ debate in your office with  us on your side.”