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Alex Jeffries

When did you first understand the importance of color to the photographic process?
When I began to earn money from my work, it struck me – the importance of quality in color management and also in my Photographic education, whilst learning the elements that make a great image.

What is the most important aspect of color management that an aspiring photographer should know?
The camera rarely captures what the eyes see, it is important we embrace the technology available to ensure colours are correct.

Give an example of the ways in which a solid knowledge of color management (or an accurate color environment) helped you – on a project? In a consultancy situation?
I do a lot of Hotels and Resorts Photography, it is absolutely essential colours, mostly in room shoots are correct, global Hotel brand guidelines dictate this.

Why are you committed to using X-Rite products?
As they are the most competent and the market leader when it come to color management assistance and products.

How important are the latest color management tools in today’s industry?  Why?
They are essential for producing highest quality images, clients demand and expect the this today. 

What does the (near) future hold for the photo industry, in your opinion? Do you think color management will be more or less important – why?
The Photographic industry is changing constantly, you have to stay up to date, photographers these days, need to develop new skills as well as incorporating video and augmented reality into their workflow in order to fulfill client requests. Color management remains important, it is essential to begin any process with perfectly shot and color managed images.

How is color management related to your artistic process?
You are able to focus on the creative side of your work, once X-Rite products take care of the technical, it’s less stress all round. 

Do you see color management as an advantage for saving money?
It can be, if you spend less time worrying about color management, you have more time to increase profitability.