When color is critical to your product, why not just rely on the human eye to tell you if your production is good or not? Well, our eyes have many problems. These range from retinal fatigue, were looking at a color for too long can lead to improper results, background effects where the other items in your field of view can affect your judgment of color, poor color memory as the eye needs to see both objects viewed simultaneously in order to fully judge their differences, your observer may have a significant color defect as one out of every 13 men suffer from red green color blindness, lighting conditions can have a great affect during your judgment of the colors and finally, the effect that our brain has on color decisiveness.
In a Forbes magazine article that was published in May 2012, the conclusion was drawn that “Thanks to the way our brain works, we have a very strong tendency to see what we want to see and what we expect to see. This has huge implications when studying our customers, markets, competitors, and other data that influences key business decisions.” Another way to look at this phenomenon is the “4 o’clock on a Friday afternoon shipping decision.” This is the case when it’s 4 o’clock on a Friday afternoon and you have marginal material that needs shipping to your customer. The customer is just about out of material and desperately needs your goods. What do you do? In many cases, the time pressures will override the human visual sensation and what would otherwise be unacceptable material gets shipped to the customer. This is not good for you and especially not good for the customer.
Using color measurement products from Advanced Color Technologies, you can avoid all of these mistakes made by the human observer. As I am sure you are aware, color measurement equipment has been available for decades. So what makes us different? Rather than just offer equipment from one supplier, we offer solutions from at least half a dozen different suppliers of color measurement equipment. Using this approach, you are guaranteed to find the best solution for your particular problem and at the best price possible. No other company supplying this type of equipment offers so many possible solutions to your measurement needs. Offering this type of solutions to the world marketplace, has allowed us to capture more than 3000 worldwide licensees using one form of our product or another.