Choosing colour in daylight, not on a screen.
Every palette we propose has been printed, held and looked at by a window.
F
Focus studio
30 September 2026
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4 min read
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Craft
A colour that works on a calibrated monitor can fall apart on a shop sign or a cardboard box. So we stopped picking colour on screens.
Print it early
Each candidate palette is printed on the papers and materials the brand will actually use. We pin them up and look again the next morning, in daylight.
If a colour only works on a screen, it only half works.
The screen values come last. We match them to the print, not the other way round.
Keep reading.
Notes from the studio.
Four letters a year. New articles, work in progress, nothing else.