Colour grading

Definition

Colour grading is the process of adjusting and enhancing the colours of video or photography to achieve a specific look, mood, or visual style. It goes beyond simple correction by creatively manipulating tones, contrast, saturation, and hues to align with artistic intent or brand identity.

This technique helps establish atmosphere and emotion. For example, cooler tones may create a dramatic or sombre feel, while warmer tones can create a sense of comfort or nostalgia. Colour grading is a standard step in post-production for film, video, advertising, and branded content.

Advanced

At an advanced level, colour grading involves tools such as scopes, LUTs (lookup tables), and colour management systems to maintain consistency across different devices and platforms. Graders use software like DaVinci Resolve, Adobe Premiere Pro, and Final Cut Pro to apply precise adjustments.

It is distinct from colour correction, which fixes inaccuracies, while grading focuses on creative direction. Advanced workflows also consider HDR grading, calibration across multiple monitors, and matching footage shot on different cameras.

Why it matters

• Establishes mood and storytelling tone.
• Enhances brand consistency in visual media.
• Improves perceived production quality.
• Creates visual cohesion across multiple shots or scenes.

Use cases

• Giving a film a cinematic look with stylised tones.
• Enhancing brand colours in commercials or digital campaigns.
• Matching footage from different cameras in post-production.
• Creating distinct moods for social media or promotional content.

Metrics

• Visual consistency across shots and scenes.
• Audience perception of quality and mood.
• Alignment with brand colour guidelines.
• Rendering accuracy on multiple display types.

Issues

• Poor grading can make visuals look unnatural or inconsistent.
• Overuse of filters or effects may distract from the story.
• Mismatched grading across platforms weakens brand impact.
• Inadequate calibration may result in colours displaying incorrectly.

Example

A beverage company produces a commercial and applies warm, vibrant colour grading to highlight freshness and energy. The adjustments make the product appear more appealing while reinforcing the brand’s lively identity. Audience testing shows improved engagement and stronger recall of the brand message.