Ever fallen in love with a colour online, only to receive it and think, “Wait... is this the same colour?”
It is. Promise.
But colour can be a little tricky, because what you see can change depending on the light around you, the screen you’re using and even where you’re standing.
Here’s why.
Light changes how we see colour
Colour doesn’t exist completely on its own. What our eyes see is influenced by the light hitting an object.
That means the exact same pair of tights might look like a rich navy in one setting, slightly more purple in another, and almost black somewhere else.
The tights haven’t changed colour. The light has changed how you see them.
Different types of lighting can have a surprisingly big impact.
Warm indoor lighting tends to bring out reds, oranges and yellows, which can make cooler colours such as blues and purples appear warmer.
Cool fluorescent lighting can make colours look cooler or less vibrant.
Natural daylight generally gives you the most balanced view of a colour.
So, if you’re trying on your new Active Truth delivery and the colour isn’t quite what you expected, try taking it into natural daylight. You may be surprised by the difference.
Why campaign and studio photos can look different
We photograph our pieces in different environments, from controlled studio settings to real-life campaign locations.
And, just like your clothes can look different as you move from your bedroom to the bathroom to the backyard, different photography environments can affect how a colour appears.
Sunlight, shade, indoor lighting and the surrounding environment can all influence the way a colour comes through in a photograph.
Even the time of day can make a difference.
Your screen matters too
There’s another layer between the real-life product and what you see online: your screen.
Phones, tablets, laptops and desktop monitors can all display colour slightly differently depending on their settings, brightness and display technology.
Turn your phone brightness up or down and you may notice a colour shift straight away.
This means there can be subtle differences between the colour you see on our website and the colour you see when your order arrives.
So, which colour is the “real” one?
The simplest answer? Look at your piece in natural, neutral daylight.
That will generally give you the best representation of its true colour.
And remember, some shades naturally have a little personality. A deep blue might look almost black in low light, then reveal much more blue outdoors. A colour with purple undertones may show them more strongly under warm lighting.
Same piece. Same colour. Different light.
We want you to love what arrives
We know shopping online already comes with enough decisions, from finding your size to choosing between two colours you definitely don’t need but definitely want.
So we do our best to represent our products as accurately as possible across our website and imagery.
There may still be slight differences in how colours appear depending on photography, lighting and your screen.
If you receive something and you’re unsure about the colour, take a look at it in natural daylight first. And if it’s still not what you expected, our team is always happy to help.
Because your Active Truth favourites should feel good, fit beautifully and be pieces you’re excited to wear on repeat.