About
Why we can tell when an image is lying.
The seven checks on this site did not come from a studio manual. They came from years spent learning, as a working artist, what colour and proportion actually look like when they are true, and from running a small product business ourselves, sending images out that had to be right the first time.
The eye behind the checks
Trained on canvas, not on presets.
Etchfield's quality process is led by a practising visual artist: a finalist in international juried art competitions judging colour and abstraction, with work shown in a gallery exhibition. That is not a marketing credential. It is the actual training behind check two on this page: knowing the difference between a colour that is close and a colour that is true, in a way a generic preset cannot.
A painter learns to see warmth and coolness in a colour before they learn to name it, notices when a proportion is off by a few degrees before they can say why, and knows the difference between a surface that is genuinely matte and one that has simply been lit to look that way. Those are the same judgements the seven checks ask of every image we produce.
Why this became a business
We have shipped a product catalogue ourselves.
Before Etchfield, we ran a small product business of our own, sending imagery out under our own name to our own customers. We know what it costs when one image in a set runs a shade warm, or when a supplier photo is the only reference you have and it is not good enough to sell from. The guarantee on this site exists because we have been on the other side of it.
Every check, explained
See the seven checks every image is measured against, and how the guarantee works if one does not hold. Read the checks.
See the standard
Reference and result, side by side, across homeware, jewellery and more. See the work.