Production
Color Grading
The post production adjustment of color, contrast, and tone to create a consistent and intentional look.
What it means in practice
The process balances shots from different takes or cameras and then shapes their visual mood through controlled color and tonal choices. Skin tones, product colors, brand palettes, display standards, and platform compression guide the final treatment.
Why it matters
Inaccurate grading can misrepresent products, create inconsistent scenes, or conflict with brand identity.
How it is used
An editor grades the approved cut to match shots, preserve product color, and apply the campaign's chosen visual style.
Also called
grading
Related terms
- Green ScreenA uniformly colored backdrop that editing software can key out and replace with other imagery.
- CaptionsOn screen text of spoken dialogue that supports sound off viewing and improves accessibility.
- MoodboardA visual reference collage of styles, colors, lighting, and example content that communicates the desired aesthetic.