The challenge of color in e-commerce
- maria65405
- 1 day ago
- 6 min read
In the world of e-commerce, a good product photo must not only be visually appealing but also true to reality. Among all the factors that influence visual quality, color is undoubtedly the most delicate.
The problem is that what we see on a screen doesn’t always match the actual tone of the product: it depends on the monitor, the brightness settings, or even how each person perceives color.
In this article, we explain why color is a constant challenge in e-commerce and how at FotoProStudio we work to ensure the highest possible accuracy in every image.
TABLE OF CONTENTS:
1. Why is color a problem in e-commerce?
In product photography, whether for e-commerce or printed catalogs, color accuracy is one of the most important factors—and also one of the hardest to control. Online customers cannot touch or see the product physically, so they expect the images to accurately reflect the real tones of the item.
However, the reality is different: the color seen on a screen rarely matches the actual color exactly.
The cause isn’t always the photo itself—it can be influenced by the type of monitor, ambient lighting, device settings, and even each person’s visual perception. This lack of consistency can lead to frustration, complaints, or returns from buyers.
At FotoProStudio, we understand this challenge, which is why we work with specific processes to minimize these differences.
2. Difference between emitted color and actual color
A mobile, laptop, or monitor screen does not display color as it exists in the real world. What we see there is emitted light, not reflected light.
In reality, objects have color because they reflect the light they receive. That tone depends on the material, texture, and type of lighting (warm, cool, natural light…). It’s a natural, physical, and organic process that changes depending on the environment.
Screens work in the opposite way: they generate colors by emitting their own light, mixing small RGB sources (red, green, blue). This light travels directly to the eye, so the perception is different from that of a real object illuminated from the outside.
That’s why, even when using calibrated monitors and a controlled color workflow, the color on screen will never be identical to the physical color. It will be very accurate, yes, but always with small, inevitable differences.
A simple analogy to help you understand: the candle
Imagine comparing a lit candle with a photo of that candle on your phone:
The real candle illuminates its surroundings; its light is warm, natural, and has subtle nuances.
The image on the screen doesn’t illuminate anything: it simply simulates that color using self-emitting pixels.
The screen “imitates” the feeling of the color but cannot reproduce how real light interacts with matter.
3. Color also depends on the monitor you use
Not all screens display colors the same way. In the e-commerce workflow, three main types of monitors come into play:
Professional studio monitor: In a professional environment, high-end monitors are used, calibrated with precision tools (colorimeters or spectrophotometers). This ensures that colors appear as they truly are.
Client’s monitor: The person commissioning the photos often has several devices where the creative or marketing team views the images, such as an office PC, laptop, or tablet. These devices are rarely calibrated.
End buyer’s monitor: Here, variability is at its maximum. It could be a mobile phone with maximum brightness, an old monitor, power-saving mode activated, or a “night light” filter. As a result, the buyer may see colors that are completely different from what the photo retouching team calibrated.
Conclusion: The same photograph can look completely different depending on the screen it is viewed on.
4. Screen settings change everything
The average user never calibrates their screen. However, something as simple as adjusting brightness, contrast, or enabling a “night mode” can completely change color perception.
In contrast, in a professional studio we work with high-end monitors and regularly calibrated screens, under controlled lighting and with standard color profiles. This consistency forms the basis of a reliable and reproducible workflow, both during product shoots and in final editing.
Still, it’s important to keep in mind that no matter how controlled the process is, the end consumer will view the images on their own device, with their own settings—or lack thereof—so small, inevitable color variations will always exist.
5. Color perception is subjective for each individual
Even if two people look at the same screen, they won’t always see exactly the same thing. This is because color perception is not only a physical process but also a cognitive one: our brain interprets tones based on context, lighting, and even our visual memory.
An extreme example is color blindness, but even without reaching that point, each human eye has a slight variation in how it perceives tones.
It also happens that two people can perceive the same tone and describe it differently (“bluish-green” for one, “greenish-blue” for another).
6. Other technical factors: automatic compression on websites
Another often overlooked but highly influential element is the automatic compression applied by many platforms. When we upload images to marketplaces, social media, or e-commerce websites, these platforms usually reduce file sizes to optimize loading times.
The problem: this compression can slightly alter colors, reduce contrast, or decrease saturation. Even if the user doesn’t consciously notice it, the final result is no longer exactly the same as the original.
7. The inevitable limitation: the end buyer’s device
Even if everything is done correctly, there is one factor that no studio or brand can control: the buyer’s device. If that user views the website on an old phone, a damaged screen, or with the brightness set to minimum, no professional calibration or adjustment can correct it.
What we can guarantee is that the brand delivers the most accurate, consistent, and professional version of its product possible. From there, the variability of the user’s device is an inevitable reality in the digital world.
Color control
✔︎ What we control at FotoPro Studio | ✖︎ What we cannot control |
Professionally calibrated monitors, providing a stable and accurate color reference. | End consumer devices: uncalibrated mobiles, tablets, and screens with different color casts. |
Controlled and consistent lighting in all sessions (temperature, intensity). | Platform compression and reformatting (Amazon, Instagram, Shopify), which can alter color, contrast, and sharpness. |
Standard color profiles correctly applied during capture and editing. | Subjective color perception, which varies from person to person. |
Consistent and reproducible workflow, with color charts and technical references. | Difference between emitted and actual color: what is seen on a backlit screen is never identical to the physical object. |
White balance and color cast correction, ensuring balanced and accurate tones. | User device settings (night mode, brightness, warm/cool filters). |
Editing in a controlled technical environment, free from external variations. | User lighting conditions, which can completely change color perception—outdoors in sunlight or at home under warm light. |
8. Conclusion
Color in e-commerce is a complex challenge involving technical, perceptual, and contextual factors. But it is also an opportunity to demonstrate rigor and professionalism.
At FotoPro Studio, we do everything within our control: we capture, edit, and validate each image with precision, guiding the client throughout the process to ensure the final result faithfully represents their product.
Because trust in a brand starts with its image, and that image must reflect the reality of the product, with the most authentic color possible.
Are you experiencing returns due to unreliable color in fashion photography for e-commerce? At FotoPro Studio, we can help with: Mass retouching for fashion: consistency, color accuracy, and fast delivery.
Why does color look different on each screen?
Not all monitors reproduce colors in the same way.
In professional studios, high-precision calibrated monitors are used.
On brand or company devices, calibration is usually limited.
On the end buyer’s devices, variations are huge (night mode, brightness, old monitors, etc.). This is why the same photo can look different on every screen.
How much do monitor settings influence color?
A lot. Changing brightness, contrast, or enabling a warm light mode can completely change color perception. In contrast, in a professional environment, calibrated monitors and controlled lighting ensure consistency and accuracy.
Is color perception the same for everyone?
No. Color perception is subjective. Each person interprets tones differently depending on context, lighting, or even their own biology. Two people can see the same color and describe it differently.
Do e-commerce platforms alter photo colors?
Yes. Many platforms apply automatic compression to reduce file sizes and optimize web loading. This process can slightly alter color, contrast, or saturation.
How does FotoProStudio ensure color accuracy?
At FotoProStudio, we follow a technical and collaborative process:
We use professionally calibrated monitors and standardized color profiles (Adobe RGB, sRGB).
We export images in the most suitable format depending on their destination (web, catalog, print).
We adjust colors together with the client to validate the images according to how they appear on their own devices.
What does a brand gain by ensuring color fidelity in its photos?
Credibility, visual consistency, and customer trust. An image that accurately reflects the product’s color reduces returns and reinforces the perception of quality and professionalism for the brand.
Comments