UKNM: true colour on the internet

[Ian Tester]

i guess i'll know as much about this as anyone else, what with the boo

scars. . .


naturally, we were incredibly concerned about depiction of colour on the

internet, and any apparel retailer would be, and we looked at a variety of

options to get around it. . .


there are lots of new technologies out there such as true internet colour,

which will automatically adjust newer, hi-tech monitors to represent the

picture exactly as it was photographed. mhowever, there are a lot of

drawbacks


1. it's damned expensive

2. it's not much good for flat screens or older monitors (so you can only

cover a smallish amount of users)

3. if you get the photography wrong, it's all a waste of time anyway


and so, for once, we decided that the expense wasn't justified ;-0


we found that our photography was actually of a good enough standard (we

used evox in la, one of the most cutting-edge studios in the world), and the

flash rendering of a high enough standard, that our return rates due to lack

of colour were actually minimal. . .but don't get me on to sizing. . .


as we were turning over a million a month for pretty high ticket items, and

had really good return reason codes, i think we were fairly confident that

this wasn't one of the real biggies!


hope that helps!


i


Ian Tester, Business Accelerator, EMAP Digital

Exmouth House, Pine Street, London EC1R 0LJ, UK

T (020) 7868 7574 M (07880) 557692 E

iantbreathe [dot] com

___________________________________________

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