A new technology from software company Sonnetech is promising true colours on the Web, without the need for a platform specific browser plug-in.
According to Sonnetech marketing manager Tamara Perkins, the company?s Chromaserve technology will make online shoppers more comfortable that the product they are buying will look exactly the same as what they see on screen.
Research funded by Sonnetech finds that 30 per cent of online shoppers have at some time decided not to buy an item online because they felt uncertain about the colour and 15 per cent have returned items bought online because the colour did not match their expectations.
Chromaserve runs on the Web server, where it automatically changes the colouring of images so they will display correctly on the customer?s monitor.
Users will not have to download any software, but they will have to go through a number of interactive test screens. The specific characteristics of the monitor are then stored in an Internet cookie.
Sonnetech has been using the same colour correction technology in a utility called Colorific, that is bundled with certain monitors and graphics cards.
Chromaserve is now in beta. The first customer for the technology, online clothing retailer J.Crew, said it would launch a redesigned website based on Chromaserve in time for the 1999 Christmas shopping season.
Chromaserve pricing has not been announced, but it will be based on the size of a website and the amount of traffic.
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