Defining Acceptable Colour Tolerances for Identity Branding in Natural Viewing Conditions

Graphic arts provide the channel for the reproduction of most brand communications. The reproduction tolerances in the graphic arts industry are based on standards that aim to produce visually acceptable outcomes. To communicate with their target audience brands, use a set of visual cues that may include the definition of a single or combinations of them to represent themselves. The outcomes are often defined entirely by their colour specification without an associating it to target parameters or suitable colour thresholds. This paper researches into the feasibility of defining colour tolerances for brand graphical representations. The National Health Service branding was used as a test case borne out of a need to resolve differences between contracted suppliers of brand graphics. Psychophysical evaluation of colour coded navigation used to facilitate wayfinding in hospitals under the varying illuminances across the estate was found to have a maximum acceptable colour difference threshold of 5ΔE00. The simulation of defined illumination levels in hospitals, between 25-3000 lux, resulted in an acceptable colour tolerance estimation for colour coded navigation of 3.6ΔE00. Using ICC media relative correction an experiment was designed to test the extent to which substrate white points could be corrected for colour differences between brand proofs and reproductions. Branded stationery and publications substrate corrections to achieve visual matches had acceptable colour difference thresholds of 9.5ΔE*ab for solid colours but only 2.5ΔE*ab. Substrate white point corrections on displays were found to be approximately 12ΔE*ab for solids and 5ΔE*ab for tints. Where display media were concerned the use of non-medical grade to view medical images and branded content was determined to be inefficient, unless suitable greyscale functions were employed. A STRESS test was carried out, for TC 1-93 Greyscale Calculation for Self-Luminous Devices, to compare DICOM GSDF with Whittle’s log brightness. Whittle’s function was found to outperform DICOM GSDF. The colour difference formulas used in this research were tested, using near neutral samples 2 judged by observers using estimated magnitude differences. The CIEDE2000 formula was found to outperform CIELAB despite unexpected outcomes when tested using displays. CIELAB was outperformed in ΔL* by CIEDE2000 for displays. Overall it was found that identity branding colour reproduction was mostly suited to graphic arts tolerances however, to address specific communications, approved tolerances reflecting viewing environments would be the most efficient approach. The findings in this research highlights the need for brand visualisation to consider the adoption of a strategy that includes graphic arts approaches. This is the first time that the subject of defining how brands achieve tolerances for their targeted visual communications has been researched

Quantifying the colour appearance of displays.

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Light environment - A. Visible light. B. Ultraviolet light

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An Experimental Investigation Into the Design and Perception of Line Symbol Series on Route Planning Maps

Recent estimates by the Department of Transport have suggested that up t

Color-appearance modeling for cross-media image reproduction

Five color-appearance transforms were tested under a variety of conditions to determine which is best for producing CRT reproductions of original printed images. The transforms included: von Kries chromatic adaptation, CIELAB color space, RLAB color appearance model, Hunt\u27s color appearance model, and Nayatani\u27s color appearance model. It was found that RLAB produced the best matches for changes in white point, luminance level, and background changes, but did not accurately predict the effect of surround. The ability of CIELAB color space was equal to that of RLAB in many cases, and performed better for changes in surround. Expert observers generated CRT images in one viewing condition that they perceived to match an original image viewed in another condition. This technique produced images that were equal to or better than the best color appearance model tested and is a useful technique to generate color appearance data for developing new models and testing existing models