Quality of the photo presentation of fashion novelties in the media of out-of-home advertising

Abstract

Marketing of the textile and clothing industry also applies out-of-home advertising media for the presentation of fashion novelties. The quality of the photo presentation depends particularly on garment design, creativity of the photographer as well as on the reproduction of fabric colors and human skin. Because both men and women are the main wearers of textile products, the quality of the skin color also influences the whole experience of the advertisement message. This paper explores color changes through the whole process of creating the media of out-of-home advertising starting from the recording phase, over the processing phase to the printout on the used devices. The presentation quality was examined by objective instrumental measurements and subjective visual estimation of the observer. It has turned out that the general impression of the observer influences more the whole experience of the message than the quality of the color reproduction.