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S & P Brokerage - February 2004 MediaGram
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Eye of the Beholder Color is subjective, but to sell color, we must reach agreements, or at least quantify the "redness, greenness, or blueness" of a given color. As they say, "Beauty is in the eye of the beholder." More to the point, color is in the eye of the beholder. Our retina, which lies at the posterior surface of the inner eye, is where all the action is. Light passes through the lens, is refracted, and projects an inverted image on the photoreceptor layer of the retina. Within that layer are two types of cells: rods, and cones. Rods distinquish relative brightness, and produce a sensation of monochromatic (black & white - night vision) imagery. Cones, on the other hand, come with either red, green, and blue sensitivity. Within an average human retina you'll find between four, and six million cones. The human visual range of sensitivity is defined by the frequencies of light that we can see. |
Normal human vision extends from around 400 nanometers on the blue end of the spectrum (nanometer = 1/100,000,000 of a meter) to about 700 nanometers on the red end. And given the differences between your eye, and your neighbor's, it's a wonder we can agree on color at all. If that wasn't complicated enough, the eye uses additive color (add all colors together to get white), and the printing process uses subtractive (all colors mixed = black). |
Once we've agreed to a color on a computer screen (an additive representation of a particular color), we must use a "transform" function to remap that color (say Budweiser red - Pantone 186) to a CMYK representation. These days that is often done in your RIP software, or in Photoshop as you prepare the raster (TIFFs, JPEGs) files for printing. From there we spray out Bud red as a combination of CMYK inks through our inkjet nozzels onto vinyl, and mount the job on a beer truck. And that's what our customers see...through their eyes. What's Your Equipment Worth? Maybe you want to argue for lower personal property taxes, or upgrade. With our numerous worldwide sales, we can give a good idea of what your wide, and superwide equipment is worth. |
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Equipment We're Seeking to Buy
Lambda 131 |
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