AI and brand consistency

Member lesson

Colour fidelity, and why it is the first thing to break

Lesson 4 of 10 in AI and brand consistency.

Delta-E and color accuracy video · Andrew Rodney
Lesson

Ask for a specific hex and you will get a colour near it, because a diffusion model has no concept of an exact value. It has an account of how pictures of that kind of red tend to go, and lighting, reflection and the grade all move it further.

A long shelf of identical plain tins, each a slightly different shade of red. A hand holds a single colour chip against one tin to compare, and a glass eyedropper hovers over the next as if taking a sample.
A shelf of tins in forty reds. Only a measurement against the chip tells you which one is right.
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  1. Question 1, locked

    Which of these words means this? “A specified value, often a Pantone reference with print and screen equivalents.”

    • Unlock
    • Brand colour
    • Wall
    • Prohibition
  2. Question 2, locked

    Which of these words means this? “An unwanted shift across the whole image. Generated work carries one constantly.”

    • Layout rules
    • Colour cast
    • Version
    • Audit
  3. Question 3, locked

    Which of these words means this? “Profiles and spaces, so a colour survives from file to screen to press.”

    • Colour cast
    • Colour management
    • Pack shot
    • Unlock

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