Does colour accuracy still matter?

Has colour management still got a place between page and screen?

Although print media is arguably making a comeback, e-commerce is still the dominant purchasing channel for the majority of consumers. We are surrounded by screens – phones, TVs, tablets, digital billboards, electronic POS – and bombarded by content, so it’s easy to subconsciously dismiss inaccuracies and colour variations because we’re so overwhelmed with the speed and quantity of content being delivered to us. So, it begs the question: in this digital age, does colour accuracy still matter?   

Colour representation in stats  

The accuracy of colour representation is not just a matter of aesthetics; it's a vital factor that directly influences consumer trust and buying decisions. The human eye, so skilled at distinguishing subtle colour variations, plays a crucial role in our perception of products, and when we’re performing that consideration through the medium of a screen or page, discrepancies really do matter. According to a report by HSBC, some online platforms reported as much as 50% of their product sales being returned by consumers in 2022, compared with an average of just 10% for purchases made in brick-and-mortar shops, where colour and material can be assessed in person.  

Counting the costs…

This not only affects a brand’s profitability but also has an environmental impact, as more than 50% of returned clothing and apparel items can’t be resold and so end up in landfill or being incinerated, making the fashion industry one of the major contributors to global pollution levels​​. 

What a waste…

The statistics clearly demonstrate the importance of accurate colour representation to consumers, and that the secret to reducing returns and enhancing brand reputation is to provide a trustworthy and precise representation of product across both digital and print media.

As we advance further into the era of multi-channel retail, the significance of colour accuracy only grows, offering a path to sustainable, profitable, and environmentally responsible business practices. By prioritising colour accuracy in both digital and print media, brands can substantially reduce return rates, not only enhancing customer satisfaction but also contributing to a healthier bottom line and reducing carbon footprints.  

Seamless colour correction across your range 

Swatch matching is a crucial aspect of colour management, which ensures that the colours of your products are replicated with precision, whether viewed online or in print. This level of detail is particularly vital for brands where the slightest variation in colour can mean the difference between an appealing product and a returned one. Swatch match operators use advanced techniques and meticulous attention to detail to match colours perfectly, ensuring that what your customers see online or on the page is exactly what they get in hand. 

There's a great number of factors that can affect how a product is represented in imagery. Products made from the same material can reflect light differently depending on how and where they’ve been shot, leading to variations in colour perception – the viral ‘dress’ picture from a few years ago was a primary example of this. This is where colour balancing comes into play, ensuring a harmonious and consistent appearance across your products. Whether it's a fashion line or a range of homeware products, the colour integrity of your products is maintained, fostering a sense of trust and reliability in your brand. 

A key component of colour management strategy is the use of press profiled GMG proofs. These proofs are renowned for their ability to be matched accurately on a printing press, ensuring that the final printed product reflects the intended colour precisely. This technology is indispensable for brands that rely heavily on print media for marketing and product packaging. GMG proofs eliminate the guesswork and inconsistencies often associated with colour reproduction in printing, providing a reliable and consistent result every time. 

WK360: 45 years' experience in colour management 

At WK360, we've been providing colour reproduction services for over 40 years. Our commitment to colour accuracy and consistency goes beyond the norm, providing you with solutions that enhance customer satisfaction, reduce returns, and contribute positively to your brand's reputation and the environment. Trust us to be your guide in the ever-evolving landscape of colour management in print and e-commerce.