Making Some Off-Color Remarks

A couple of years ago, I was an art director at a local creative agency; branding, digital campaigns, websites, the usual. One of our bigger accounts was a well-known travel site (let’s call them Big Travel Co.), and my point of contact was their country marketing manager.

One afternoon, my phone lights up.

Client: “I looked at the mock-ups, and the colors are all wrong. Especially our core brand color, the [main brand color] is completely off!”

Me: “Got it. Could you send me the mock-up you’re looking at so I can check?”

I’d built that mock-up myself. I was certain I pulled the exact RGB/hex values straight from their brand guidelines. Still, I open the file, sample the swatches, compare against the guidelines, and even cross-check their website and recent campaigns. Perfect match.

I call her back.

Me: “I double-checked. These are precisely your brand colors; same values as the guidelines, same as your site.”

Client: “No, they’re wrong. I’m looking at them right now. They look… off. Like, washed out.”

Washed out? A terrible suspicion starts to form.

Me: “Could you check your monitor settings?”

Client: “I don’t know how to do that.”

We spiral into a long, circular debate about color, where I (patiently) troubleshoot and she (confidently) implies I don’t know my job. My creative director drifts in and out of the conversation like a concerned weather pattern. Eventually, we agreed to meet in person.

A couple of days later, she arrives at our office, sets down an ancient, battle-scarred ThinkPad, and opens the file.

Client: “See? The colors are all wrong!”

I glance at the screen. It looks like the 1990s called and asked for its VGA palette back.

Me: “Your display is limited to a very narrow color range. That’s why everything looks washed out. On a modern monitor, the [main brand color] renders exactly as specified. Here—look at it on my screen.”

She peers at my monitor. The <main brand color> is bright, brand-correct, and blissfully not-sad.

Client: “…I see.”

We delivered the full campaign shortly after. Feedback was minimal.

When brand colors are “wrong,” sometimes it’s not the branding. It’s the time machine you’re viewing them on.