267 8. h emnneadCr fClrPoorpsChapter8 The PermanenceandCareofColorPhotographs matter. . were advertised.Wouldyoupleaselookintothis cause myphotographshavenotlastedlikethey business. Ifeelthathavebeencheatedbe- print. me. Ihavenothingtogivethembutafaded they gotmarried,thesameasmymotherdidfor our children’sbabypicturesdowntothemwhen should lastlongerthan7years.Iwantedtopass today aliveforever.Idobelieveaphotograph memories, onceinalifetimetreasures,thatkeep their advertisingthatphotographsarelasting should havelastedalifetime. we havetopayasecondtimeforsomethingthat born wefoundanotherphotographer. business inashorttime.. turned tohimfreeofcharge,hewouldgoout if hereplacedallthefadedprintsthatwerere- tographs willnotfade,andhewentontosaythat that EastmanKodakdoesnotguaranteepho- these photographsforhalfprice.Healsostated this matterandhesaidwouldgladlyreplace also hasturnedblueandisfaded. and isfadingaway.Mybrother’sgraduationphoto nothing. Thephotoofoursonhasturnedyellow My portraithasturnedblueandfadedtoalmost strange thingsbegantohappenourphotographs. were happywiththemuptothispoint—then had FehrenbachStudiostakehispicture.We the service,andwhenwehadourfirstbaby, portrait takenformyhusbandwhilehewasin our weddingpicturestakenbythem,Ihadmy sin hasbeenourphotographerforyears.Wehad About aTroubling Situation Portrait andWedding Photographer–WhattoDo Color PrintFading andtheProfessional Fujicolor Longest-Lasting ColorNegativePapers Available I donotbelievethatthisistherightwayto Eastman Kodakhasalwayscontendedwith The thingIwouldliketoknowiswhyshould Needless tosay,whenoursecondchildwas My motherapproachedBobFehrenbachon Fehrenbach StudiosinReedsburg,Wiscon- Department ofJustice,May16, 1980 of ConsumerProtection,Wisconsin of Reedsburg,Wisconsintothe Office Letter fromMrs.SharlaM.Stanclift 1 An UpsetCustomer SFA 3 Papers ArebyFar the lost.” photographs. Peoplelosetheirhistorywhenphotosare Red Crosssaid:“Theitemsthatcausethemostgriefare quakes, andothernaturaldisasters,anofficialoftheAmerican emotions ofpeoplewhohavesurvivedfires,floods,earth- fessional portraitandweddingmarket.Describingthe children, andfamiliestogether—iswhatdrivesthepro- hood, schoolandcollegegraduations,careers,weddings, of importanttimesandeventsinpeoples’lives—child- photographs. Indeed,thedesiretopreservememory and sincetheearly1970’s,mostofthesehavebeencolor record oftheirlives—mostpeoplehaveonlyphotographs, modern era,fewindividualshaveanysignificantwritten would liketohanddownfuturegenerations.Inthe are amongthefewpossessionsthataverageperson professional portraitandweddingbusiness.Photographs commercial successofthephotographer—asitisin print asimportanttothecustomer—andcontinued only thelatestexample. paign, keyedtotheslogan“ForTimesofYourLife,”is wedding markets.Along-runningKodakadvertisingcam- of nearlyallKodak’spromotionaleffortsinportraitand and thethemeofpreservingmemorieshasbeenbasis ment tofamilyphotographsbetterthanEastmanKodak, and WeddingPhotographstoLast People ExpectTheirColorPortraits or onethousanddollars:they areallprintedononeofthe it doesn’tmatterwhether costs thecustomeronedollar ally hasnobearingonhowlong thephotographswilllast. later, thepricepaidforaportraitorweddingalbumusu- the poorandunknown,alike.And,aswillbediscussed traits andweddingpicturesaffectstherichfamous, what theyoriginallylookedlike.Thefadingofcolorpor- seriously thattheyarenowonlyfadedghost-images of many yearsofdisplay,havealreadydeterioratedso 30 yearswillsurviveforfuturegenerations—afternottoo Unfortunately, fewcolorphotographsfromthepast20or their lifetimesbutalsotopassonfuturegenerations. and wouldlikenotonlytokeep—displayduring eryone hasatleastsomecolorphotographsthattheyvalue their photographsinpristineconditionforever,almostev- In nootherareaofphotographyisthestabilityacolor Although fewpeoplethinkitnecessarytopreserve Probably nooneknowstheaverageperson’sattach- If aprintismadefromcolor negativeonKodakpaper, 2 See page279forRecommendations all

This document originated at on June 6, 2003 under file name: oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer from theearly 1970’swerereturnedtohim bylargenum- per andmagazinestories. ding pictureshavebeenthe subject ofnumerousnewspa- the InadequateStabilityofEktacolorPaper Photographers ComplaintoKodakAbout difference photofinishing. Intermsofimagestability,thereis ceived andmanufacturedprimarilyforamateursnapshot low-cost, poor-stabilityEktacolorpapers—productscon- on EktacolorPortra paper thatonepicksupatthelocaldrugstore. lux (formerlyKodacolor)printmadewithEktacolorEdge may costmanyhundredsofdollars,andthe35-centKoda- out ofbusinessafterfadedand crackedEktacolor meaning Iowaweddingand portraitphotographer,went Beginning around1980,faded colorportraitsandwed- of thosewhorespondedtothesurveysaidthattheywantedH&Hmakechangelonger-lastingFujicolorpaper. printed onbothEktacolorPortraandFujicolorProfessionalpaperswereincludedforthecustomerstoexamine.Over90% them whethertheyfeltthelabshouldswitchpapers.Matchedsetsofprintstypicalweddingandportraitphotographs comprehensive informationpackettothelab’scustomersexplainingstabilityadvantagesofFujicolorpaperandasking assurance manageratH&H.BeforemakingthechangetoFujicolorpaper,H&HpresidentWayneB.Haubsenta Fujicolor testprintscomingoffaPakoLeaderBeltProcessorareSueCadena,printinspector,andRobNewbanks,quality first majorweddingandportraitlabintheU.S.toadoptFujicolorpaper(seepages280–283).Shownhereinspecting Ektacolor papertoFujicolorin1991becauseofthemuchbettercolorpermanenceFujiproduct.H&Hwas H&H ColorLab,Inc.,aleadingprofessionalcolorlablocatednearKansasCityinRaytown,Missouri,switchedfromKodak betweenatop-qualityprofessionalportraitprinted II paper,themostexpensiveofwhich 3 In1982,MaxBrown,awell- RC prints no played printsmadewiththeEktacolor defenses coordinated byKodak’slegalstaff inRochester suit everreachedtrial;as a resultofwell-orchestrated color Professionalfiber-base papertheyreplaced.) his storywasfeaturedonthe bers ofindignantcustomersdemandingfreereprints,and Cronkite’s as much3to5times ditions indicatedthattheseearly Ektacolor that hadbeendisplayedunder typicalhomeandofficecon- (This author’sexaminationofavarietyEktacolorprints extremely rapidimagefadingandcrackingofthe by Kodakduringthelate1960’sandearly1970’ssuffered and RobertGermannsuedKodakfor$3.7million. professional photographersBobandBerniceFehrenbach man Kodakforonemilliondollars,andin1982,Wisconsin Both lawsuitsclaimedthatnormallyframedanddis- Neither theBrownsuitnor theFehrenbach/Germann

Universe . In1976,MaxBrownhadsuedEast- less CBS stablethantheearlierEkta- televisionprogram RC paperssupplied RC paperswere 4 RC Walter base.

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This document originated at on June 6, 2003 under file name: 269 h emnneadCr fClrPoorpsChapter8 The PermanenceandCareofColorPhotographs advertisements promisedthecolorprintswould last“forever.” Robert Germann,subsequently suedKodakfor$3.7millionindamages,allegingfraudby Kodakandsayingthat (all threeprintsweredisplayed inidenticallightingconditions).TheFehrenbachsandanother Wisconsinphotographer, has fadedmuchlessthanthetwo Ektacolor 1970’s fadedevenfasterthanthe previousEktacolorfiber-baseprints.Theprintontheleft, anEktacolorfiber-baseprint, angry customers.Thethreeprints heldbytheFehrenbachssupporttheirclaimthatEktacolor than 100fadedandcrackedEktacolor Bernice andRobertFehrenbach ofFehrenbachStudiosinReedsburg,Wisconsinareshown herewithsomeofthemore RC prints,takenbetween1969and 1976,thatwerebroughtbacktothestudioby RC prints,eventhoughthefiber-base printwasdisplayedseveralyearslonger RC printsfromtheearly

January 1981

This document originated at on June 6, 2003 under file name: Finishing MarketsforKodak: vice presidentandgeneralmanagerofProfessional often citedastatementmadebyWilliamA.Sawyer,Jr., Kodak. Duringthetimeofsuit,BerniceFehrenbach last forever.Intheendtheyfeltdeceivedandbetrayedby do withtheissuesofcolorfading, cases dismissedonlegaltechnicalitieshavingnothingto outspent andoutclassed—Kodakmanagedtogetboth — inwhichthephotographers’lawyerswerehopelessly personal basis.Theyfeelstronglythatcolorprints they dofortheircustomers,manyofwhomknowon a about theirphotographyandthehonestvalueofwork Fehrenbachs arepeopleofgreatintegritywhocaredeeply the mainissuewithBobandBerniceFehrenbach.The ily-operated studiosinruralWisconsin,moneywasnever gued incourt—withagroupoffourverysuccessfulfam- missal oftheirsuitbeforeitevenhadachancetobear- 1985, Brownandhiswifereceived$185,000.) Iowa, forlegalmalpractice;inanout-of-courtsettlement of DesMoines,Iowa,andRobertL.Huffer,StoryCity, missed, hesuccessfullysuedhislawyers,PaulMoser,Jr., fraudulent advertising.(AfterBrown’slawsuitwasdis- oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer The Fehrenbachswereparticularlybitteraboutthedis- Milwaukee, Wisconsin. Ektacolor PrintBooth”duringthe1981annualconventionofWisconsinProfessionalPhotographersAssociationin Bernice andRobertFehrenbach,withtheirsonThomas,discusstheEktacolorfadingproblemat“FadedCracked manufacturer-user relationship.Photographers ship ismuchmorethanthe ordinarytypeof ners inphotographicprogress. Thispartner- extremely importanttoKodak; youareourpart- Professional photographershave alwaysbeen RC -base cracking,or should faded Ektacolor Association ( Photographs oftheWisconsinProfessionalPhotographers Protest Kodak’sAdvertisements Texas ProfessionalPhotographers board ofdirectorsthe consumer advertising.Thepetitionwasbackedbythe tographers andrequestedthatKodakengageinmoretruthful print materialswithgreaterstabilityforprofessionalpho- petition askingEastmanKodaktoproducecolorfilmand ten meinmore troublethanEastmanKodak. Andit’snot helped memorethanEastman Kodak,butnobodyhasgot- in SanAntonio,Texas.According toSmith,“Nobodyhas Smith, operatorofaprofitable weddingandportraitstudio printed in cover letter,whichweresenttoEastmanKodak,arere- kota. (TheWisconsinpetitionandBerniceFehrenbach’s from Wisconsin,Minnesota,NorthDakota,andSouthDa- than 275professionalportraitandweddingphotographers One angryphotographerwho hashadhundredsofbadly Acting onbehalfoftheCommitteeFadedandCracked lenge. signment ortackleanewphotographicchal- product qualityeachtimetheyacceptanas- stake theirreputationsontrustinKodak base theirlivelihoodonKodakproductsand Appendix 8.1 5 WPPA RC ), BerniceFehrenbachalsocirculateda printsreturnedbycustomers isZavell onpage294.) WPPA andwassignedbymore (continued onpage 273)

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May 1982 h emnneadCr fClrPoorpsChapter8 The PermanenceandCareofColorPhotographs print lacquersas recommendedbyKodak. by Kodakretouchingcolorsand bytheapplicationof office concerningprematurefading anddiscolorationcaused who hadfiledacomplaintwith theAttorneyGeneral’s charges byanotherIowaphotographer, EdwardJ.Mulvin, attorney generalwhowasin the midstofinvestigating Iowa. Waitingtobeinterviewed isanIowaassistant Kodak byChristyCallahanfor Max Brownbeinginterviewedabouthislawsuitagainst advertising andmisrepresentingthestabilityofitsEktacolor many ofhislucrativeschoolportraitaccounts,andhewasforcedoutbusiness.AccusingEastmanKodakfalse customers, manyofwhomdemandedthattheprintsbereplacedatnocharge.ThefadedprintproblemcausedBrowntolose to theIowaSupremeCourt,Brownsuedhisattorneysforlegalmalpractice;thatsuitwassettledoutofcourt$185,000. a technicalerrorbyBrown’sattorneys,RobertHufferandPaulMoser,thesuitwasdismissedin1980.Afterlosinganappeal faded andcrackedEktacolor Max Brown,aStoryCity,Iowaportraitandweddingphotographer,inhislawyer’sofficewithselectionofthehundreds of RC WHO-TV printsfromthelate1960’sandearly1970’sthathadbeenreturnedbydisgruntled inDesMoines, RC papers,Brownsuedthecompanyfor$1million.Becauseof sale oftheproperty. after Brownwentoutofbusiness andhisbankforcedthe The studiowaspurchasedbyphotographer PeteTekippe Brown infrontofhisformerstudio inStoryCity,Iowa.

January 1981 January 1981

This document originated at on June 6, 2003 under file name: oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer 1991 andnowlives nearCedarRapids,Iowa. Brown startedanewwedding photographybusinessin number ofsalesjobstosupport himselfandhischildren, Kodak, Brownandhiswifeseparated. Afterholdinga two sonsanddaughter.Inthe courseofthelawsuitwith debt, Brownmovedintoasmall rentedhousewithhis Brown signsthesalepapers for hishome.Deeplyin Professional Papers—allofwhichhadmuchimproveddarkfadingstabilitycomparedwithpreviousKodakproducts. color negativefilmsandpapers.ThisconcernsoonresultedintheintroductionofVericolorIIIfilmEktacolorPlus nevertheless hadamajorimpactonKodakandhelpedconvincethecompanythatitneededtoimprovestabilityofits nationwide on event inasegmentontheproblemsoffadingcolorportraitsandmotionpicturesfor After thebankforeclosed,Brown’shousewassoldatauction.Tapingsaleacrewfrom CBS television.AlthoughboththeBrownandFehrenbach/Germannlawsuitsweredismissedincourt,they

February 1982 returned tohim bycustomers. the costsofreprintingfaded printsthathadbeen his suitagainstKodak,Brown had askedKodaktobear high schoolportraitoperationin centralIowa.Aspartof fore hewentoutofbusiness, Brown hadbuiltasizable color andVericolorportrait weddingnegatives.Be- Brown inthebasementofhis home withboxesofEkta- Walter Cronkite’sUniverse CBS-TV , whichincludedthe , broadcast

1981 February 1982 272

This document originated at on June 6, 2003 under file name: 273 sociation but,Smithcontended,theideawasblockedby a conventionoftheTexasProfessionalPhotographersAs- insists onachargeof50%thecurrentprice. many peoplewantfadedprintsreplacedatnocost,buthe ing, andyouwillseefadedcolorprints.” anywhere inthecountry,visitanyschoolorpublicbuild- — wehaveanindustry-wideproblem.Youcantakeatrip just thatwehaveacolorprintfadingproblemwithKodak Chapter8 The PermanenceandCareofColorPhotographs TPPA Ektacolor paper andsayingthatprofessional photographers worded petitioncomplaining aboutthepoorstabilityof with greaterperceivedvalue. traits madeatallandspendtheir moneyonsomethingelse tions instead.Or,theysimply mightgiveuphavingpor- have theirpicturestakenby low-cost, mass-marketopera- expensive Ektacolorprintstheywerebuying,might ers becameawareofthetruthaboutinstability issue couldonlyhurttheirbusinessesbecauseifcustom- photographs.” rock theboat—theyareallscaredtotalkaboutfaded Smith attemptedtohavea“FadedColorPrintBooth”at The Texasorganizationdid,however, circulateastrongly Many ofthephotographersfeltthatpublicityon signed bymembersoftheTexasProfessionalPhotographersAssociation. publicly absolveprofessionalphotographersofblameinthefadingcolormaterialsavailabletothem.”Thepetitionwas stability ofEktacolorpaperandaskingKodaktoinformthepublic“trueexpectedlifecolormaterials, to himbyhiscustomers.Upsetaboutthesituation,Smithhelpedorganizeapetitioncomplainingpoorimage Zavell Smith,aSanAntonio,Texasphotographer,isseenwithsomeofthefadedEktacolorweddingportraitsbroughtback officials.AccordingtoSmith,“Theyareallscared 6 Smithsaysthat bility oftheEktacolor Commission in Washington,D.C.Afterexamining Kodak’s Wisconsin DepartmentofJustice andtheFederalTrade complained aboutKodak’sadvertising claimstoboththe Two yearsbeforethesuitwas filed,theFehrenbachshad in factKodakknewverywell thattheprintswouldnot. Ektacolor printswouldlast“forever” ora“lifetime”when Kodak becauseofthecompany’s advertisementsthatstated renbach andGermannsuitalsoallegedfraudonthepart of It WillStopKnowinglyMakingFalseClaims and theWisconsinDepartmentofJusticeThat Kodak PromisestheFederalTradeCommission (See blame inthefadingofcolormaterialsavailabletothem.” als, andtopubliclyabsolveprofessionalphotographers of inform thepublicoftrueexpectedlifecolormateri- manufacturers for“anadvertisingpolicythatwillproperly severely damaged,”theassociationaskedKodakandother in somecases“thereputationsofphotographershavebeen had tobearthebruntoftheseinadequacies.Statingthat In additiontocitingtheextremelypoorlightfadingsta- Appendix 8.2 onpage295.) RC papersfromthe1970’s,Feh-

March 1981

This document originated at on June 6, 2003 under file name: unsupportable claimsweremade. to monitorallsuchmaterialinthefutureensurethatno sion ofEastman Kodak,said: dent andgeneralmanagerof theConsumerProductsDivi- Create PricelessMemories,” PeterM.Palermo,vicepresi- in paign stillgoingstrong,Kodakdescribedanewbrochure of thismomentforever.” life againandagain..letushelpyoucapturethemagic wedding photography,traditionandgoodtimescome to Photography Division,onebrochuresaid: nator ofmarketsdevelopmentforKodak’sProfessional promotional campaignmanagedbyPaulM.Ness,coordi- As partofthenationwide“ForTimesYourLife” false implicationsaboutthepermanenceofEktacolorprints. Kodak wasonceagainmakingstatementsthatcontained the beginningof1986,allthatseemedforgottenand original appearance‘foralifetime,’etc.” alone, couldimplythatanindividualprintwillretainits advertisements, brochures,pamphlets,etc.which,taken Trade Commissionstatingthat“Kodakhaswithdrawnall both theWisconsinDepartmentofJusticeandFederal the case.” company’s materialswilllastlongerthanyouareawareis ments whichrepresentthatpicturesmadefromyour would discontinueany“claim,statements,oradvertise- About theStabilityofEktacolorPrints Kodak ResumesMakingMisleadingClaims Chapter8 advertisements indirectcontradiction?” print materialsdonotlastforever,whyareyoupreparing the company,“GivenadmissionbyKodakthatitscolor violation ofWisconsin’sconsumer-fraudstatutesandwrote partment ofJusticeinformedKodakthatitlikelywasin advertising materials,anattorneywiththeWisconsinDe- Color PrintFadingandtheProfessionalPortraitWeddingPhotographer creating heirloomsforgenerations.” sponse fromtheviewer.Itis designedtobuildinterestin day, thestufferisguaranteed toprovokeanemotionalre- the eyesofhergrandmotheronayoungwoman’swedding morrow.” trait youtaketodaycouldbeyourgreatestpossessionto- few momentstocapturethisspecialtime.Thefamilypor- once moreforaprofessionalfamilyportrait.Ittakesonly a brochure: “Keeptodayalive.Gatheryourfamilytogether The In a1988articleheadlined“A CenturyofValueHelps With the“ForTimesofYourLife”advertisingcam- Another 1986Kodakbrochuresaid:“Withprofessional Kodak adheredtoitsagreementforafewyears,but,by In August1980,amemberofKodak’slegalstaffwroteto Kodak wasaskedtosubmitinwritingapromisethatit that you’lltreasureforalifetime. pened. memories justasfreshthedaytheyhap- you. Youcankeeptodayfrozenintime,the child’s life.Thetimesthatareimportantto help yourememberspecialmomentsinayoung personality ofeachmemberyourfamily.Or

Times . youcanhaveabeautifulfamilyportrait A professionalportraitcancapturetheunique 11 newsletterthisway:“Citingthesparklein 10 Statedyetanotherpromotional 12 9 8 7 Kodakpromised ing andalbum-keeping(darkfading)stability bility toproducecolornegativeprintpaperswithlightfad- Kodak, thecompanycertainlyhastechnologicalcapa- preserving pricelessmemoriesinbrilliantcolor“forever.” duce acolorprintmaterialcapableofdoingjustthat— very realwaythisreducestheincentiveforKodaktopro- proudly displayedcolorprintswilllastforeveristhatina tinuing tomisleadthepublicandtellingpeoplethattheir ing. ButoneoftheseriousconsequencesKodak’scon- photographers, allofthismayseemliketoomuchnitpick- true. AndKodakisacutelyawarethatitnot.Tosome be awonderfulandeffectivepromotion—ifonlyitwere actually wouldlastforever,orevena“lifetime.”This those operatedby Even the“permanent”department storestudios,suchas have futuredealingswiththepeopleinphotographs. and J.C.Penneyknowsthatheorshepersonallywillnot discount anddepartmentstoressuchasK-Mart,Wal-Mart, sets upforafewdaysattimeinnever-endingseries of to replaceafadedprint.Andtravelingphotographerwho that onlyrarelywillthemass-marketphotographerbeasked erations whoselowpricesandambiguousaffiliationsmean ten feelatadisadvantagetothemass-marketportraitop- ing papers. pensive thanthecurrentEktacolordrugstorephotofinish- portraits thatisbetter,longer-lastingand,yes,moreex- sense thatKodakshouldproduceapaperforprofessional It’s priceless.”Assumingthistobetrue,itonlymakes campaign said:“Aprofessionalportraitisn’texpensive. tacolor papers.Thesloganfora1990Kodaknationalad to thatofcurrentEktacolorPortraIIPaperandotherEk- — aftertheyare printed. operations retainnegativesfor onlyashorttime—ifatall distinctly anonymouscharacter. Mostoftheselow-cost retail storesintheU.S.,Puerto Rico,andCanada,havea Louis, Missouri)innearlyone thousandSearsRoebuck But theStudioProfessionalIsHarmedMost Print FadingCanAffectAllPhotographers, Even if“forever”seemsoutofreachatthemomentto All ofthiswouldbegreatifdisplayedEktacolorprints When dealingwithfadedprints,establishedstudiosof- ments liveforever. one’s memoriessowecanmakeourbestmo- years ago.Itisanaturallongingtopreserve take picturesforthesamereasontheydid100 said. cannot behadinanyotherway,”Eastmanonce made forthepurposeofobtainingarecordwhich camera inJune1888.“Mostphotographsare tography whenheintroducedthefirstsnapshot ever sinceGeorgeEastmanrevolutionizedpho- to relivetheirmostpreciousmomentsforever. they areprintedon.Photographyallowspeople that farexceedsthecostoffilmandpaper capture once-in-a-lifetimemomentshaveavalue placeable and,therefore,priceless.Pictureswhich . Onethinghasn’tchanged.Peoplestill That hasbeenthecaseforlast100years, Precious memoriesrecordedonfilmareirre- CPI Corporation(headquartered inSt. 13 far superior 274

This document originated at on June 6, 2003 under file name: 275 replace it.Ihearthat bad batchofpaperanditmightfade,butifdoeswewill that’s thebestthatthereis.Veryoccasionallyyougeta indefinitely hangingonthewall.WeuseKodakpaperand discount storeandtoldthisauthor:“Ourprintswilllast Iowa forseveraldaysin1983totakeportraitsatalocal Associates, Inc.visitedthisauthor’shometownofGrinnell, uct. aware oftheastonishinglypoorimagestabilityprod- Germany byAgfa-Gevaert,thecompanywastotallyun- Agfa, per between1978and1982(however,apparentlybecause paper .foragoodlook”logo,wentoutofbusinessin1985. literature containedtheKodak-supplied“WeuseKodak ates, basedinMonsey,NewYork,andwhosepromotional but theydon’tuseKodakpaper.”PhotoPromotionAssoci- tion] hashadsometroublewiththeirpicturesturningred, ing theworkcarriedonin facility, to testimagestability.In1985, inapresentationdescrib- color paperanywhereintheworldtohaveanin-houselab undisclosed sumin1987. Type 4paper;thecasewassettledoutofcourtforan labs andphotographersallacrosstheU.S.whohadused action lawsuitin1985againstAgfa-Gevaertonbehalfof bility ofType4paperledtothefilinganationwideclass- at whichType4printsfadeinthedark. that thisauthorisawareofevencomesclosetothespeed color printmaterialofthemodernera—nootherpaper color Type4paperiswithoutadoubtthemostunstable were ondisplay—lightwasnotthemajorfactor.Agfa- attributed todarkfadingwhichtookplacewhiletheprints of thedeteriorationevidentindisplayedprintscouldbe during theperiodwereinevenworsecondition,butmost extreme reddishcolorshift.Printsthathadbeendisplayed suffered inexcessofa75%losscyandyeandhadan old andhadneverbeendisplayed,butallappearedtohave Chapter8 The PermanenceandCareofColorPhotographs PCA PCA ing laboratories. misfortune ofusingAgfacolorType4paperinitsprocess- from about1975until1982thecompanyhaddistinct in facthavingseriousproblemswithfadedprintsbecause operation headquarteredinMatthews,NorthCarolina,was Type 4printsmadeby the originalnegativeshavelongsincebeendiscarded. played, andthephotographscannotbereprintedbecause are nowseverelyfaded,whetherstoredinthedarkordis- adults, andfamiliesonType4paper.Alloftheseportraits of colorpaper. ing laboratoryin1984sothatitcouldconductevaluations also ledthecompanytosetupitsownimage-stabilitytest- company: image stabilitywasasubject ofincreasingconcernforthe A photographernamedDenniswithPhotoPromotion PCA At thetime, Business lossesresultingfromtheexceedinglypoorsta- When In 1985thisauthorexaminedaselectionofAgfacolor previouslyhadreachedafinancialsettlementwith alonepurchasedmorethan$45millionofType4pa- PCA PCA coming amore importantfactorinevaluating ’s alarmingexperiencewithAgfacolorType4paper The qualityofportraitimage stabilityisbe- PCA printeduntoldmillionsofportraitschildren, wasnotapartytotheclass-actionsuit). chosetheAgfapaper,whichwasmadein PCA PCA wasprobablythefirstmajoruserof International,Inc.,ahugeportrait PCA PCA 14 Accordingtocourtdocuments, [acompetitorofPhotoPromo- . Theywerelessthan6years PCA explainedthat and otherlocations. bile” photographerstravelingtodiscountstores,churches, ment anddiscountstoresalsohashundredsof“mo- every year. operations, producingmanymillionsoflow-costportraits of theworld’slargestchild-oriented,mass-marketportrait (the initialsstandforPhotoCorporationofAmerica)isone Studios, Inc.,and ened whenphotographersdiscoveredthattheEktacolor magnitude oftheirproblem.Theseconcernswereheight- portrait andweddingphotographersbegantorealizethe for seriousfadingtohavetakenplace,andthiswaswhen had beenhangingonwallsinhomesandofficeslongenough that itissuperiortoEktacolorPortra catastrophic Type4paperofthe1975–82period. a productofvastlyimprovedstabilitycomparedwiththe writing in1992,thefirmwasusingAgfacolorType9paper, est singleconsumerofAgfacolorpaper;atthetimethis Ektacolor ProfessionalPaper( Ektacolor sional paper—manyprintsmadewiththe“improved” even fasterthanthepreviousfiber-baseEktacolorProfes- RC Business toDiscountStorePhotographers Professional PortraitStudiosandGiveTheir Discouraged CustomersMayAbandon comings withitsEktacolor fading, Kodakdeniedthattherewereanystabilityshort- play. (Followingitslong-standingpostureregardingcolor 1976 becameseverelyfadedafteronly3or4yearsofdis- less important.)Overtheyears havior ofpurecyan,magenta,andyellowcolorsisusually to evaluateinportraitandweddingphotographs;thebe- are deemedbythisauthortobethemostimportantcolors compared withthefadingofneutralcolors.(Thesecolors and darkfadingstabilitywhentheoffleshtonesis 8.4 Lawrenceburg, Indiana,which isreprintedin ity; anexampleisthebrochure issuedbyKriderStudiosof bility ofcolorprintsandabsolving themselvesofanyliabil- tomers withprintedstatements acknowledgingtheinsta- photographers feltcompelled tosupplyeachoftheircus- (see lems ofcolorfadingtotheorganization’s15,000members a listofrecommendationsonhowtodealwiththeprob- that therewasnocauseforalarm.) always doneinthepast,companytoldphotographers for large-volumeusers. than Ektacolorpaperandmostothercompetingproducts papers primarilybecausetheyhavebeenlessexpensive Along withOlanMills,Inc.,Lifetouch,American By themid-1970’s,substantialnumbersofcolorprints This author’stestswithAgfacolorType9papershow In 1981,theProfessionalPhotographersofAmericasent papersintroducedbyKodakbeginningin1968faded on page297. Appendix8.3 ods oftime. maintain thoseimagesformuchlongerperi- and compositioncharacteristics,butalsoto pect theirportraitstonotonlyhavegoodcolor overall productquality.Consumersnowex- RC PCA papersduringtheyearsfrom1968untilabout operates“permanent”studiosindepart- 15 CPI on page296),andsomeprofessional PCA Corporation, isreputedtobetheworld’slarg- RC papersand,asKodakhas EP PCA -2) inbothlightfading PCA hasusedAgfacolor II International,Inc. Paper( Appendix RA -4) and

This document originated at on June 6, 2003 under file name: Professional papersaremorestablethantheEktacolor rent EktacolorPortraII,Edge,and where thecustomernolongerfindsthemacceptable.Cur- that willbesoldinthefuture,timefadetopoint played printtheyhadsoldinthepast,aswellallofthose fact that,ifdisplayed, the improvementsthathavebeenmade,itisasobering papers fromthelate1960’sandearly1970’s,butinspite of Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer few willevenbring fadedprintsbacktothe portraitpho- studios. Somewillgiveuphaving portraitstakenatall.A photographers orbyminilab-equipped “one-hour”portrait will havetheirportraitstaken bylow-costdepartmentstore are valuableheirloomsworth theiroftenhighcost.They lose thefeelingtheyoncehad thatprofessionalportraits photograph away,sadtosee thatithasfaded.Otherswill at leastquiteuninspiring. a degreethatmanycustomerswillfinditunacceptable,or cumstances) itwaslacquered—theprintwillfadetosuch the printisilluminated,andwhether(andunderwhatcir- — dependingontheparticularcolorpaper,howbrightly glow ithadwhennew.Sometimebetween10and30years tographers willinarelativelyfewyearslosethespecial faded toanunsightlyredcolor—regardlessofwhethertheyweredisplayedorkeptinthedark. in the1970’sandearly1980’s,allofmillions representative photographstheCharlesKolstadfamilyinaPamidadiscountstoreIowa. portrait operationssuchas Portrait photographyisnowalmostuniversallydoneincolor,andmostchildren’sfamilyphotographsarebymass- Photographers weredismayedtorealizethateverydis- When thathappens,somepeoplewillsimplyputthe every printsoldbyprofessionalpho- PCA International,Inc.ofMatthews,NorthCarolina.Shownherein1982,avisiting RC PCA portraitsprintedonType4paperduringthatperiodhavenow fades, thereisno waytomakeanewone. negatives formorethanashort period.Whenaprint Like mostmass-portraitoperations, PCA usedAgfacolorType4Paper PCA doesnotretain PCA

November 1982 November 1982 276

This document originated at on June 6, 2003 under file name: 277 fading. tographers shouldhavelittlecauseforconcernaboutprint image fadingincolorprintsandthereforeprofessionalpho- average personisunawareofevensubstantialamounts sive professionalistheeffectof photographer knows this. to thestudioandpayhave morepicturestaken.Every less likelyitisthattheirowner willfeelinspiredtoreturn cause theprintswereofpoor qualitytobeginwith),the worse theprintslook(whether becauseoffadingorbe- on atable.Theside-by-side comparisonisthere.The — oftenhangingtogetheron awallorarrangedingroups typical homehasondisplaybotholdandnewcolorprints better, mostpeoplequicklyrecognizeit—andwantit.The can compareprintssidebyside.Whenofferedsomething ally quitesensitivetoprintquality,especiallywhenthey credit thanKodakapparentlydoes.Mostpeopleareactu- much whattheirpreciouscolorprintslooklike. — andtheircustomersthatnobodyreallycaresvery quality, Kodakseemstowantconvincephotographers tographic manufacturer.Ratherthanpromotingimage viewpoint, comingasitdoesfromtheworld’slargestpho- matter whethertheirprintsfade.Thisisquiteanamazing quality colorphotographand,therefore,itdoesn’treally general publicisnotsensitivetowhatconstitutesatop- clothing, etc. the originalcolorofaspouse’sorchild’shair,items subjects personallyandthereforewerenotfamiliarwith son, andtheparticipantsinstudiesdidnotknow ies weredonewithoutunfadedprintspresentforcompari- Even Substantial Color Print Fading Average Person IsUnconcernedAbout Kodak LikestoThinkThatthe Chapter 8 Even aLittleFadingCanHurtLot For theEstablishedProfessional, return deterioratedprints. ness —themorelikelyitisthatdisgruntledcustomerswill photographer —andthelongerheorshehasbeeninbusi- tographer andaskforreplacements.Thebetterknownthe The PermanenceandCareofColorPhotographs ceived valueofthephotographcanbeveryreal. pared sidebyside.Butthedropincustomer’sper- changes intheprintunlessanunfadedcanbecom- the photographermaynotbeconsciouslyawareof minished feelingofrichness—canbesosubtlethateven partial lossofhighlightdetailinaweddinggownordi- in theinitialstagesoffadingaprintondisplay— profitable 30x40-inchdisplayprint.Theimagequalitylost to thestudioinfutureforanotherexpensiveandhighly customer insuchcasesmaynotbeinspiredtocomeback tives fromtherun-of-the-milldiscountstorespecial.The professional printsmadefromlarge-formatroll-filmnega- smooth, long-scaletonalitythatdistinguishesreallygood of display.Aprintcanlosesomeitsbrilliance—the yellowing thatwillresultafteronlycomparativelyfewyears Kodak hasmaintainedthatitsstudiesshowthe Perhaps moreinsidiousforthehigh-qualityandexpen- This authorwouldgivetheaveragepersonalotmore What Kodakisactuallysayingthatitbelievesthe 16 Itshouldbenoted,however,thattheKodakstud- subtle fadingandimage quality standardsyoumeet.” vertising “intendedtomakeeveryretailerawareofthe Colorwatch system.”Theprogramalsoincludestradead- ing departmentsidentifiedasmembersoftheKodak program is“designedtodrivecustomersintophotofinish- on TVandinmagazinesnewspapers,Kodaksaysthe Supported byamultimilliondollaradvertisingcampaign use “KodakcolorpaperandKodakchemicalsexclusively.” gram availablefromKodaktoprocessinglabsthatagree dak ColorwatchSystem,aprocessingquality-controlpro- stability ofEktacolorPaperandinsteadpromotedtheKo- ads, ontheotherhand,saidlittleornothingabout proved imagestabilityoftheircolorpapers;mostKodak full-page adsbyKonica,Agfa,andFujiextollingtheim- color Portra uct thatwilllastsubstantiallylongerondisplaythanEkta- bility problem—andisofferedareasonablypricedprod- make processinglabsfearthatif processing outletsthatdo.Thisinturnisintended to tised Kodakpaper,theywilllosecustomerstostudiosand fear thatiftheydonotofferprintsmadeonheavilyadver- drugstores, portraitstudios,minilabs,andotherretailers real purposeoftheKodakColorwatchSystemistomake Charles Lewis,aprofessionalphotographerwritingin something thatnearlyeveryonewouldliketoown.As for averylongtime—isappealingproduct,and that caninfactpreservememoriesforever—oratleast wrong onthecolorfadingissueaswell. disc camerain1988),anditwillundoubtedlyproveKodak for theirfarbetterimagequalityledKodaktoabandonthe ing salesaspeopleswitchedtoJapanese35mmcameras on thatscore(customerdissatisfactionandrapidlydeclin- introduced in1982;themarketplaceprovedKodakwrong and grainyimagesproducedbytheKodakDisccamera that mostpeopleweregoingtobehappywiththeunsharp Marketing producers. color papersarebeingofferedbyJapaneseorGerman buying printsmadewithKodakpaper—evenwhenbetter that itscolorpictureswilllastforever,peoplekeepon and printadvertising,keepssuggestingtothepublic enough moneypromotingKodakpaperintelevision,radio, that. Instead,thecompanyseemstobelievethatifitspends ity issimplygoodbusiness.Kodakdoesn’tappeartoknow is nodoubtwhattheaveragepersonwillchoose. Rangefinder was Konica— notKodak—thatmarketed thefirstof Fuji, Konica,andAgfainthe stability ofcolorprints.Andit time thisbookwenttopress in1992,Kodakwasbehind take asubstantialshareofthe marketfromthem.Atthe automakers inthe1960’sbefore Japanesecarsbeganto cessing retailersmaychange toalabthatdoes. paper andchemicals,professionalphotographerspro- portrait tolastforever.” “Deep downinside,youknowthattheclientexpects Once thegeneralpublicunderstandscolorprintsta- Many peopleinthephotofinishingbusinesssaythat Kodak hasfailedtorecognizethatacolorphotograph One shouldrecallthatearlierKodakstudiesshowed Beginning around1985,tradepublicationssuchas In theportraitandweddingmarket,betterimagestabil- Kodak’s attitudeisreminiscent ofthattheDetroit and magazineaboutthecolorfadingproblem,said: II PaperorEktacolorProfessionalPaper,there Photographic 17 18

Processing they donotuseKodak startedcarrying Photo The

This document originated at on June 6, 2003 under file name: dark fadingstabilitythantheexpensiveEktacolor74 (printed byKodakonEktacolorPluspaper)hadfarbetter period, low-costKodacolorsnapshotsfromthedrugstore trait andweddingfield.Ironically,duringthatone-year since 1977hadbeenthemainstayofprofessionalpor- accelerated tests showedthatFujicolor operation. ment aprofessionalphotographer canmakeinhisorher available isprobablythesingle mostimportantimprove- Than AnyOtherColorNegative Paper Fujicolor SFA3PapersLastFarLonger minilab marketin1989.) labs werepoor,however,andKodakwithdrewfromthe Copal. SalesoftheseandlaterKodak-manufacturedmini- 1986 withmachinesmanufacturedinJapanbyNoritsuand cessing chemicals.(Kodakenteredtheminilabmarket in took 2moreyearsbeforeKodakintroducedwashlesspro- cals andcompanionminilabforcolorfilmpaper; it the firststability-enhancing“washless”stabilizerchemi- prints soldbythebestprofessionalstudios! Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer age stability,KonicaColorPCPaperType new generationofcolorpaperswithenhanceddarkstor- a replacementforEktacolor74 Kodak finallyintroducedEktacolorProfessionalPaperas Paper. able tophotofinishersasareplacementforEktacolor78 before Kodak’ssimilarEktacolorPlusPaperbecameavail- tised asKonicaCenturyPrintPaper)inApril1984,months At thetimethisbookwentto pressin1992,thisauthor’s Supplying printsonthemost light-stablecolorpaper It wasalsoKonica,notKodak,thatin1984introduced It wasmorethanayearlater,inthemiddleof1985,that RC Paper,aproductthat SFA SR 3 papers, (alsoadver- RA RC -4 the Konica or and standarddisplayconditions,thelifeofFujicol- Portrait Paper[tentativename]in1993.) paper willbereplacedwithFujicolorSFA3Professional as EktacolorPortra of EktacolorPortra the Fujicolor per Type standing withtheFujicolor retention ofcriticalflesh-tonecolorsisparticularlyout- mated tobeonlyabout12years.Onlong-termdisplay,the papers, theyhave bettercolorreproduction (especiallyof duced in1991,isapproximately Ektacolor papers. Paper. Thebest Paper andotherEktacolorpapers. SFA negative paper.Whendisplayed,printsmadeonFujicolor overall lightfadinganddarkstoragestabilityofanycolor compatible papersintroducedin1992,hadbyfarthebest PC PaperProfessionalType robbing yellowishstainformationthanEktacolorPortra much betterdyestabilityandfarlowerratesofbrilliance- than printsmadewithEktacolorPortra per Type color ProfessionalandEktacolor Pluspapers. indicate thattheseKonica papers aresuperiortoEkta- Color SFA When storedinthedark,Fujicolor When evaluatedwiththisauthor’simage-lifecriteria (Fujicolor ProfessionalPaperSuperFATypeP,intro- As asecondchoiceamong Because ofthenewmagenta dyeintheFujicolor 3 papers should last more than than more last should 3 papers QA 3 printsisestimatedtobe54years;thedisplaylife PaperProfessionalType A SR 3 arerecommended.Althoughnottheequalof QA . Thisauthor’saccelerated light fadingtests SFA papersarebetterthanEktacolorPortra EP 3 papersintermsoflightfadingstability, -2 compatiblepapersareKonica Color II II Paper.FujicolorSuperFATypeP prints,ontheotherhand,isesti- SFA RA EX -4 compatiblepapers,Konica 3 papers(seeChapter3). andKonicaColorPCPa- twice Figure 8.1 Ektacolor PortraIIPaper). rent Ektacolorpapers(e.g., four timeslonger SFA3 paperslastmorethan light ondisplay,Fujicolor 1971. Whenexposedto more than20yearsagoin of Ektacolor37RCPaper bility sincetheintroduction ments inlightfadingsta- shown negligibleimprove- on theotherhand,have Kodak’s Ektacolorpapers, ing tothisauthor’stests. more than50yearsaccord- estimated displaylifeof or SFA3papershavingan bility, withcurrentFujicol- creasing lightfadingsta- have exhibitedsteadilyin- RA-4 compatiblepapers tions ofFujicolorEP-2and 1980, successivegenera- X 2 andKonica asstableondisplay four times II SFA Paperandother Beginningin 3 papershave thancur- longer QA SFA Pa- II II 3 278

This document originated at on June 6, 2003 under file name: 279 h emnneadCr fClrPoorpsChapter8 The PermanenceandCareofColorPhotographs Inform customersaboutthecolorfadingproblem. • OfferUltraStablePermanentColorPrints,Polaroid Per- • ChoosealabthatusesFujicolorSFA3paper. • Type EXorKonicaColorSRpapersarerecommended. continuing tousetheEP-2process,KonicaColorProfessional labs thathavenotyetconvertedtoProcessRA-4andare finishing counterpart,KonicaColorQAPaperTypeA3.For QA ProfessionalPaperTypeX2anditshigher-contrastphoto- toll-free: 800-526-9030andaskforCustomerService). Elmsford, NewYork10523;telephone:914-789-8100(orcall Photo FilmU.S.A.,Inc.,ColorPaperDept.,555TaxterRoad, the namesofotherlabsusingFujicolorpaperscontact:Fuji 49546; telephone:616-942-6910(toll-free:800-369-6910).For ries, Inc.,6770Old28thStreet,S.E.,GrandRapids,Michigan 816-358-6677 (toll-free:800-821-1305)andLaClaireLaborato- 8906 East67thStreet,Raytown,Missouri64133;telephone: prints madewithFujicolorpapersare:H&HColorLab,Inc., for commercialphotographyandgeneralphotofinishing. with theRA-4process,arealsoprimaryrecommendation SFA3 papers.Fujicolorpapers,whicharecompatible tive paperevencomesclosetothelongevityofFujicolor sional portraitandweddingphotography;noothercolornega- Fujicolor papersaretheprimaryrecommendationforprofes- their excellenttoneandcolorreproduction,thesebreakthrough and WeddingPhotographers For ProfessionalPortrait profitable marketsegment.High-priced photographersserv- keep asheirlooms.Thiscandevelop intoanentirelynewand for thosespecialphotographsthey wouldliketodisplayand should beinformedoftheavailability ofpermanentcolorprints group market.Regardlessofprice expectations,customers product toallsegmentsofthe portrait, wedding,andfamily Offer thesepermanentcolorprintsasanalternativepremium play applications(EverColorisatentativerecommendation). able heirloomkeepsakes,andpromotethemforupscaledis- manent-Color Prints,orEverColorPigmentPrints but willalsogenerateadditionalprintsales. only isaservicetoyourcustomersthatwillbeappreciated, light, theywilllastmuchlongerthandisplayedprints.Thisnot in thedarkprintsarenotpermanent,butprotectedfrom photograph inthedark,analbumorprint-storagebox.Even to themtheneedkeepatleastonecopyofeveryimportant gradually fadewhenexposedtolightondisplay,andexplain customers thatEktacolor,Fujicolor,andsimilarcolorprints SFA3 papersalsoare dye stabilityandyellowishstaincharacteristicsoftheFujicolor Portra IIorEktacolorProfessionalpapers.Indarkstorage,the four timeslonger prints madewithFujicolorSFA3paperswilllastmorethan tests indicatethat,foragivenamountoffading,displayed color negativepaperonthemarket.Acceleratedlightfading in 1993,had by portraitandweddingphotographersthatwillbeintroduced Professional PortraitPaper(tentativename)designedforuse or SFA3papers,includingthelow-contrastFujicolor displayed. Atthetimethisbookwenttopressin1992,Fujicol- use thecolorpaperwithbestlightfadingstabilitywhen most importantthingaprofessionalphotographercandoisto The secondlongest-lastingcolorpapersareKonicaColor Two top-qualityprofessionalportrait/weddinglabsoffering far better thanprintsmadewithKodakEktacolor far superior lightfadingstabilitythananyother toEktacolorpapers.With

Recommendations Thesingle asvalu- Tell Ifalacquermustbe used: • Itisbestnottolacquerprints. • Colornegativefilms: • Negativesshouldberetainedindefinitely. • fading andmayinfactcauseprints tofadeevenmorerapidly. likewise, 3MPhotogardoffersno additionalprotectionagainst Sureguard McDonaldPro-Tecta-Cote 900-seriesnon-cellulose gained fromultraviolet-filteringlacquers orlaminatingmaterials; papers forprintingcolornegatives,noworthwhilebenefitis touching andspottingarecompleted.Withtherecommended author (seeChapter4).Laminatesmustbeappliedafterre- Coda, Inc.andMACtacPermacolorarerecommendedbythis not bepractical),pressure-sensitivelaminatingfilmsmadeby (e.g., withlargedisplayprintswhereframingunderglassmay should beavoided.Ifaprotectivesurfacecoatingisneeded wise, surface-texturingfinishes,suchasMcDonaldPro-Texture, print lacquerscanberecommendedwithoutreservation.Like- envelopes (seeChapter14). uncoated polypropylenetop-flapsleevesplacedinsideofpaper be storedinuncoatedpolyester(suchasDuPontMylarD)or in ordertopreventfurtherimagedeterioration.Negativesshould Vericolor II,Ektacolor,Kodacolor-X,andKodacolorIInegatives cially importanttorefrigerateolderandlessstableVericolor, according totherecommendationsinChapter19.Itisespe- from whichprintshavebeensold—shouldberefrigerated (always lessthan60%).Ideally,allnegativesofvalue—those in anair-conditionedroomwithreasonablerelativehumidity ing oldernegativesforcustomers.Negativesshouldbestored tographer maybeabletogeneratesignificantbusinessreprint- materials becomeavailable(andtheymostsurelywill),apho- do notkeepnegatives)isthatwhenimproved,morestableprint petitive advantageovermass-marketoperations,whichusually tion. Onereasonforretainingnegatives(asidefromthecom- sale prints.Informcustomersofyourpolicyonnegativereten- tions precludestorageofallnegatives,atleastkeepnegatives of historicalimportanceintendedforlong-termdisplay. members, andculturalfigures,forothercolorphotographs portraits ofgovernmentleaders,corporatepresidentsandboard exclusively. Permanentcolorprintsshouldalsobeusedfor ing the“carriagetrade”shouldfurnishpermanentcolorprints ity andaresatisfactoryalternativestotheKodakfilms. color 400films,theFujiandKonicafilmshavefairlygoodstabil- quality. AlthoughnotasstableKodakVericolorIIIandVeri- raphy andhavecomparativelyfinegrainwithexcellentpictorial professional filmsaredesignedforportraitandweddingphotog- and KonicaColorImpresa50SuperSR200 Fujicolor Reala(ISO100),HG400ProfessionalFilm, required, Fujicolor160ProfessionalFilmTypeLisrecommended.) Type Sfilm;whenatungsten-balancedcolornegativefilmis poor stabilityandisevenlessstablethanobsoleteVericolorII illuminated exposures.KodakVericolorIITypeLhasextremely Vericolor IIIwasnotavailableina“TypeL”versionfortungsten- photography. (Atthetimethisbookwenttopressin1992, other colornegativefilmsdesignedforportraitandwedding Film respectively,havebetterdarkstoragestabilitythanany Gold 160ProfessionalFilmandEktacolor400 Japan, andmostothercountriesarecalledKodakEktacolor trait andweddingphotography.Thesefilms,whichinEurope, 400 professionalcolornegativefilmsarerecommendedforpor- Kodak VericolorIIIand Lacquer-Mat lacquersandthe Noneofthecurrentlyavailable Ifspacelimita-

This document originated at on June 6, 2003 under file name: Weddingalbums: • Framing techniques: • Aproven-safeprintlacquerisneeded. • Donotemboss,texture,orcanvas-mountprints. • Retouchingandspotting: • Ahigh-stability,negative-printingsilverdye-bleachprint • Recommendations forManufacturers Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer such asKSHUV-filteringsheetsorPlexiglasUF-3. no worthwhilebenefitisgainedfromUV-filteringmaterials ing). Withtherecommendedcolornegativeprintpapers, under glass(seeChapter15forfurtherdiscussionoffram- and thebackingboardinaframe.Printsshouldbeframed tween theprint(ormountboardifhasbeenmounted) foil orpolyester-sheetvaporbarriershouldbeplacedbe- overmat toavoiddirectcontactwithglass.Analuminum- colors, andthereforethismethodisnotrecommended. applying amatte“retouch”lacquertoacceptthepencil touching withcoloredpencilsisnotpossiblewithoutfirst fects oftheseproductsoncolorpapersareunknown.Re- on themarketshouldbeavoidedsincelong-termef- Kodak RetouchingColors(dry).Allotherretouchingcolors touching Colors.Fordry(steam-set)application,useonly color negativeprintpapers,useonlyKodakLiquidRe- matted albumpagesshouldbeused. terials. Ifprintshavebeenlacquered,open-frame,over- all albumsmadeofcheappaperandotherlow-qualityma- netic” self-stickpagesshouldbestrictlyavoided,as polypropylene. Polyvinylchloride(PVC)andso-called“mag- ably satisfactoryarealbumswithpagesmadeofuntreated frame pageswithprintsheldunderpageovermats.Prob- Mylar D);acceptablealternativesarealbumswithopen- or pageinserts,madeofuncoatedpolyester(suchasDuPont market intheprofessionalphotographyfield. print materialofthistypewouldalmostinstantlyfindahuge tions byofferingsuchapremium,high-stabilityproduct, differentiate themselvesfromcut-rate,mass-portraitopera- sional portraitandweddingphotographerscouldclearly current FujicolorSFA3papers.Becausetop-qualityprofes- prints shouldbeatleastseveraltimesmorestablethan or stainingoccurringinhundredsofyears;ondisplaythe a materialshouldbeessentiallypermanent,withnofading Ilford Ilfochrome)isurgentlyneeded.Indarkstoragesuch plied inglossy,semi-gloss,and matte formulations. prolonged exposuretolight;the lacquershouldbesup- The lacqueritselfshouldbestable andnotyellowupon quer isappliedinhigh-humidityconditions, isurgentlyneeded. color, andotherchromogenicprints, evenwhenthelac- that isharmlesstoEktacolor,Fujicolor, KonicaColor,Agfa- is gainedfromtheuseofUV-absorbinglacquers. With therecommendedcolorpapers,noworthwhilebenefit Chapter 4,whereaddressesofsuppliersarealsogiven). nitrate lacquersintroducedin1992arerecommended(see life ofaprint. emulsion and/orRCbasecracking,therebyshorteningthe for canvasmounting.Eitheroftheseoperationscancause should notbepressure-texturedorsplitthroughthecore material (e.g.,amorestable,negative-printingversionof Weddingalbumsshouldhavepages, Printsshouldbeframedwithan Forwet-brushretouchingof Aprintlacquer Prints ding lablocatednearKansasCityinRaytown,Missouri, that Japanisknownfor. tronics, automobiles,orthemanyotherqualityproducts nese products,whethertheybecameras,consumerelec- Americans havecometoexpectsuperiorqualityinJapa- that JapanesepapersarebetterthanEktacolorpaper. there shouldbelittledifficultyinconvincingcustomers magazines andnewspapersplayonthatveryfear.But advertising campaignsforEktacolorpaperonTVandin stop offeringprintsonKodakpaper—indeedKodak’smassive phers mayworrythattheyalsocouldlosebusinessif abandoned forthesuperiorFujicolorpapers.Photogra- is onlyslightlybetterthanEktacolor37 and EktacolorSuprapapershavelightfadingstabilitythat tacolor Professional,EktacolorPlus,PortraII, previous EktacolorRCandfiber-basepapers,currentEk- Plus papersismuchimprovedoverEktacolor74 fading stabilityofEktacolorProfessionaland Ektacolor papers.Testsindicatethatalthoughthedark no significantimprovementsinthelightfadingstabilityof dak iscurrentlyatadisadvantageinallthreeareas. light fadingstability),colorreproduction,andprice.Ko- tives willfocusonthreeissues:imagestability(especially are nowsosmallastobealmostundetectablevisually.) ences betweencurrentKodak,Konica,andAgfapapers paper. (Inapracticalsense,thecolorreproductiondiffer- pinks, reds,andpurples)thananyothercolornegative this inturncould resultinalossofbusiness forhislab. photographer customersto lose somebusiness,andthat cerned thatswitchingtoFujicolor papermightcausehis tone reproduction,H&Hpresident WayneB.Haubwascon- and thatFujicolorpaperalso hadvisiblysuperiorcolorand only amuchlongerlastingproduct thanEktacolorpaper, customers togettheirviewsonthematter. merits ofeachproductandconductingasurveythelab’s in 1991aftermakingadetailedstudyofthecomparative made thechangefromEktacolorpapertoFujicolor Shows StrongSupportfortheChange Fujicolor PaperAfteraSurveyofItsCustomers H&H ColorLabSwitchesfromEktacolorto prints tolastaslongpossible. the option,virtuallyeveryonewantstheirdisplayedcolor over studiosthatstaywithEktacolorpaperbecause,given on Fujicolorpapercanbeadefinitecompetitiveadvantage the professionalmarket.Butfornow,offeringcolorprints Agfa weretointroduceasubstantiallyimprovedpaperfor color paperscouldchangeabruptlyifKodak,Konica,or color papers. Agfa intermsofimprovingthestabilitytheirrespective petition hasdevelopedamongKonica,Fuji,Kodak,and have moreclearlymadetheirneedsknown,significantcom- information inthefield.Asprofessionalphotographers duced in1971—morethan20yearsago! H&H ColorLab,aleadingprofessionalportraitandwed- Some labsmayfearalossofbusinessifKodakpaperis As shownin Future competitionamongpapersforprintingcolornega- Despite beingconvincedthat Fujicolorpaperwasnot Indeed, thisauthor’scurrentrecommendationofFuji- Photographers shouldtrytokeepabreastofcurrent Figure 8.1 , inrecentyearsKodakhasmade RC Paper,intro- RC and 19 280

This document originated at on June 6, 2003 under file name: 281

February 1992 Kodak colorfilm. tional program,evenifthephotographercontinuedtouse pating inKodak’s“FortheTimesofYourLife”promo- prohibit photographersusingH&HColorLabfrompartici- Photography inSlidell,Louisianasaid: In aletterwrittentoH&H,MacMcKinleyofCustomcraft response amonghiscustomershasbeenveryenthusiastic. production toFujicolorpaperand,accordingHaub,the this importantissue.”(See Fuji product.andfeltthetimelongoverduetoaddress were pleasedwiththeextendeddisplaypermanenceof available.” AccordingtoH&H,“anoverwhelmingmajority for changingfromEktacolorto“thelongest-lastingpaper those thatrespondedtothesurvey,morethan90%voted Ektacolor PortraandFujicolorprofessionalpapers.Of color printsandasetofmatchedmadewithboth an informationpacketdescribingthelongerlifeofFuji- h emnneadCr fClrPoorpsChapter8 The PermanenceandCareofColorPhotographs companied theH&Hsurvey: Wayne B.Haub,presidentofH&HColorLab,Inc. If H&HdecidedtodropEktacolorpaper,Kodakwould In January1991,H&Hswitchedmostofitscolorprint Accompanying thesurveysenttoH&Hcustomerswas to quality,price,andpermanence. mogenic colorpapermanufacturersinrelation industry thereexistsarealchoicebetweenchro- ings, webelievethatforthefirsttimeinour manufacturing. Fromtheresultsofourfind- all areas,includingthescienceofemulsion technology hasprogressedinquantumleaps cause ofthismindset.But,inthepastdecade and inactualityhavelimitedourchoicesbe- times wehavenotevenconsideredalternatives come synonymouswithquality.Therefore,many undisputed leaderintheindustryandhasbe- and weddingphotography,Kodakhasbeenthe what atremendous improvement!!Thispaper same lighting,doneonEktacolor byyourlab— cent weddingshotinthesame church,withthe tastic color!!Wecompared the pixwithare- last Friday—onthenewFujicolor paper.Fan- Since theintroductionofcolorintoportrait We receivedaProfitPackwedding fromH&H 20 WroteHaubinacoverletterthatac- Appendix 8.5 21 22 onpage298.) Kodak, despite thehighercostofKodak’sproducts. ity thanFujicolorpaper,hewould promptlyswitchbackto tacolor paperthathadbetter permanenceandimagequal- maintain acompetitiveprice structure. services thatitwasunableto provideinthepastandstill paper hasallowedH&Htooffer itscustomersanumberof obsession atthelab,saysthatlowercostofFujicolor has madeprintqualityandcustomerservicealmostan ply “therightthingtodo.” their clients—thebestandlongest-lastingproductissim- paper. Haubsaysthatprovidinghiscustomers—and countered in1991whenH&HmadethechangetoFujicolor be farmoreresistanceamonghiscustomersthanheen- to changebackEktacolorPortraIIPaper,therewould mised. Haubcommentedtothisauthorthatifhedecided fast thatserviceandproductqualitymightbecompro- some newcustomerstokeepthelabfromexpandingso that thelabhasevenbeenforcedtotemporarilyturnaway making thechange,businesshassteadilyincreasedand paper. H&HpresidentWayneB.Haubreportsthatsince ding labintheU.S.toswitchfromEktacolorFujicolor ington, Illinois: Photography inKansasCity,Missouri,said: But, Haubadded,ifKodakwere tointroduceanewEk- Haub, who,alongwithH&HlabmanagerRonFleckal, H&H wasthefirstmajorprofessionalportraitandwed- Commented DavidLeeofPhotographybyinWash- Another H&Hcustomer,PaulMcMillianofVanDeusen richer .asuperiorproduct.I’mthrilled. looked darkandmuddy,nowlookbrighter weddings doneatchurcheswhereearlierwork The colorisricherwiththeFujipaper.Recent cellent contrastwithoutlosingshadowdetail. of the color. Wearenowhopingforanearlyphase-in wedding pixandourdisplayalbumsonEkta- the colorsaturationandcontrastbetweentheir from us—perceivedasignificantdifferencein album onSaturdayand—withnocoaching display life.Thebrideandgroompickedupthe is superiortoEktacolor,evenifithadthesame your customers(and your lab.Thanksfortakingsuchgoodcareof natural lookmuchbetter. pare skintones—theFujiprintsretaintheir lasting material,especiallywhenyoucom- contest! TheFujipaperisclearlythelonger exposure solariumforseveralmonths.No displayed asetoftestprintsinmysouthern one thatmustseetheresultsformyself!I Being fromthe“ShowMe”state,Iamtruly hear oftheFujipaper’sresistancetofading. to strongdaylight,Iwasveryinterested only acoupleofmonthsdisplayexposure with mywindowdisplayprintsfadingafter It [FujiSuperFApaper]seemstohaveex- Since Ihavebeenexperiencingaproblem Super 24 FApaperinalldepartmentsof our clients).” 23

This document originated at on June 6, 2003 under file name: oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer ing (filmsremainsleevedduringanalyzingandproofing). fingerprints, allfilmissleevedimmediatelyafterprocess- processor. Forprotectionagainstscratches,dust,and processed inaSitteTischerDivomat color andFujicolornegativefilmsthathavebeen H&H filmtechnicianDarrylOwenswithrollsof220Veri- dodging, burning, andprecisecolorbalanceare required. has enlargerstationsforprints wherecustomcropping, with 575-footrollsof10-inchFujicolor paper.H&Halso multi-lens packageprinter.The daylightprinterisloaded Printer operatorLeaBassprinting ordersonaLuchtV-7 MX -24 dip-and-dunk number, andnegativedensitycolorfiltrationvalues. studio nameanddate,H&Hordernumber,rollframe ers. Proofprintsareindividuallybackprintedwiththe uses BremsonDataSystemsCVISdigitalvideoanalyz- Marshall withaKodakPVACVideoAnalyzer.H&Halso and exposuretimes.ShownhereisoperatorGraciella later printed,thedataareusedtocontrolprinterfiltration Accudata software.Whenthenegativeisproofedand ment CorporationVAXcomputersystemrunningKodak density valuesenteredintoanetworkedDigitalEquip- and carefullyvideoanalyzedwiththecolorbalance Prior toproofingandprinting,eachnegativeiscoded Hunt processing chemicalsthroughoutthelab. been modifiedtoruntheRA-4 process.H&HusesFuji- a PakoLeaderBeltProcessor Model2140whichhas ager RobNewbankschecking Fujicolor printscomingoff Printer inspectorSueCadenaand qualityassuranceman- (H&H ColorLab continuedonnextpage)

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This document originated at on June 6, 2003 under file name: 283 h emnneadCr fClrPoorpsChapter8 The PermanenceandCareofColorPhotographs usually request lacqueringonlarger-sizeprints. is thecasewithmostwedding andportraitlabs,H&Hcustomers be retouchedtoremoveblemishes, softenfacialwrinkles,etc.As on largeprintsintheretouching department.Negativescanalso for anhourlycharge.ArtistsDee MyersandMyrnaGamblework pair ofrestorationcopiesfaded anddamagedoriginalsisdone Extensive retouching,airbrush work,andhandcoloringre- wedding printspriortopackagingandshipping. standards areremade.PrintinspectorChandraWilperchecks dust spotsandotherimperfections;printsthatdonotmeetH&H’s produces havepleasingcolorbalanceanddensityarefreeof H&H devotesconsiderableefforttomakesurealltheprintsit are routinelydust-spotted(retouchedtoremovesmalldustspots). prior tocuttingandpackaging.Allprintsfrom120/220negatives Steve Valenzuela,printspotter/inspectoratH&H,checkingprints tion offadedanddamagedphotographs. Fujicolor paper. lab intheU.S.toswitchfromEktacolor paperto the firstmajorprofessionalportrait andwedding Boxes ofFujicolorprofessional paper.H&Hwas XL Apple MacintoshcomputersystemwithaKodak system. In1992,thelabbeganusingahigh-end the lab’sDigitalEquipmentCorporationVAXcentral quality assurancemanagerRobertNewbankswith ing, printercontrol,pricing,etc.Shownhereis puters throughoutitsoperationforordertrack- Like mostlargeprofessionallabs,H&Husescom- 7700thermaldyetransferprinterforrestora-

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This document originated at on June 6, 2003 under file name: oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer cially available.KodakColorPrintMaterial,Type included, andtomakecolorpaperchemicalscommer- company tostartsellingKodacolorfilmwithoutprocessing 1955 signedafederalcourtconsentdecreecompellingthe independent photofinishingindustry,however,Kodakin cessing chemicalsintheretailmarket. Kodak’s interest—tosellcolorprintingpaperandpro- in theprice;asaresult,itwasnotnecessary—nor sold Kodacolorfilmwithprocessingandprintingincluded lucrative Kodacoloramateurprocessingbusiness,Kodak Transfer process.Inordertomaintainamonopolyinthe the newcolornegativefilmhadtomakeprintsbyDye would notsellcolorpaperontheopenmarket,sousersof color negativesheetfilmin1947.AtthattimeKodak and weddingindustrytocolorwhenitintroducedEkta- when keptinthedark. and thecolorprintsgraduallyfadedyellowedeven subject torapidfadingwhenexposedlightondisplay— white printwasdisplacedbyaveryunstabledyeimage silver imageofaproperlyprocessedfiber-baseblack-and- acceptable conditionforeven5years.Theextremelystable buying anddisplayingwouldinmanycasesnotsurvive were awareofthefactthatEktacolorprintsthey tially permanentimages.Almostnoneoftheircustomers — theywerealsogivingupaverylongtraditionofessen- color —andabandoningfiber-baseblack-and-whiteprints At thetime,fewphotographersrealizedthatinpromoting every studiointheU.S.hadchangedtocolorphotography. ated bythebeginningof1970’s,and1975nearly color photography.Theshifttohadgreatlyacceler- began thelarge-scaleconversionfromblack-and-whiteto pany (whichinitslateryears wentunderthe involvement intheprofessional studiobusiness.Thecom- Conversion fromBlack-and-WhitetoColor The FadingProblemStartedwiththe to thefield. for itsexceedinglypoorlightfadingstability—wasnoloss available. ThedemiseofPrinton—amaterialnoteworthy lost outwhenKodakEktacolorfilmsandpapersbecame (both ofwhichtheusercouldprocess),companyquickly parency filmsandAnscoPrintonreversalprintmaterials and weddingprofessionintheformofAnscocolortrans- and alsohadsuppliedsomecolormaterialstotheportrait and-white filmsandpapertoprofessionalphotographers, ness asweknowittoday. quickly evolvedintothecolorportraitandweddingbusi- Photographic CorporationofDallas,Texas,thefieldrather the establishmentoflargephotofinishinglabssuchasMeisel rolls tosupplementthesheet-filmformatsand,alongwith Kodacolor amateurfilm,wasintroducedin120and620 dak EktacolorPaperinMay1958). introduced inAugust1955(thenamewaschangedtoKo- leaving Kodak withavirtualmonopolyin thisbranchof dropped outofphotography altogetherinthemid-1970’s, panion As aconsequenceofantitrustactioninitiatedbythe Kodak setthestageforconversionofportrait In themid-1960’s,portraitandweddingphotographers Kodak’s introductionofVericolor Even thoughAnscohadbeenaleadingsupplierofblack- In 1963Ektacolorfilm,whichbythencloselyresembled C -41 process,in1972spelled theendofAnsco’s II film,andthecom- GAF name) C was Vericolor much thesameattimethisbookwenttopressin1992; terial, Type Dye Transfer has beenavailablesince1946, butthehigh of thisproductwasinadequate fortheprofessionalmarket. on display,andKodakapparently thoughtthatthestability yellow-orange stainswhether storedinthedarkorplaced light fadingstabilityandrather quicklydevelopedsevere Kodak and51%ownedbyFuqua.) between KodakandFuquaIndustriesthatis49%ownedby and theyarenowapartofQualex,Inc.—jointventure for anundisclosedsum;Kodakretainedthewholesalelabs called FujiNHG400film)andFujicolorRealaFilm. the marketwithFujicolorHG400ProfessionalFilm(often although Fujiwasbeginningtomakeseriousinroadsinto jority ofprofessionalportraitandweddingphotographers, for Low-CostDrugstorePhotofinishing Poor-Stability ColorPapersDesigned and WhyProfessionalsEndedUpwith Kodak’s Policyof“OnePaperforAllNeeds” back tothepreviouspresidentofFox,CarlD.Newton finishing labs.In1987,KodaksoldtheretaildivisionofFox would remainthesolecolorpapersuppliertoFox’sphoto- Kodak for$96million,apparentlytoensurethat offered forsaleandwasquicklypurchasedbyEastman which hasusedKodakpapersinceitsfoundingin1905,was ries ofournationanditspeople.”(In1986,FoxPhoto, the partwehaveplayedinpreservationofmemo- than 2millionEktacolorprints.SaidFox,“Weareproud of color photography. CommentingontheintroductionofVeri- that its20wholesalephotofinishingplants er, FoxPhoto,Inc.ofSanAntonio,Texas,reportedin1986 finishing industryisawesome.Asinglelargephotofinish- portrait andweddingphotography. ness thatconsumesfarmorecolorpaperthanprofessional amateur snapshotphotofinishing—asegmentofthebusi- processing speed,andothercompetitiverequirementsof every aspectoftheirdesignwasdictatedbytheprice, professional tradewithprintmaterialsinwhichvirtually prints. ThismarkedthestartofKodak’ssupplying Kodak initsownphotofinishinglabstoproduceKodacolor The filmpictureintheUnitedStatesremainedpretty When itwasintroducedin1955,KodakColorPrintMa- Kodacolor printsmadebefore 1953hadextremelypoor The numberofprintsproducedbytheamateurphoto- III is almost99and cessing withoutlooping.Thisisamarketthat long rolls,particularlywherelabscanofferpro- pears tobeholding,withanincreaseinthe220 labs revealedthatthe120negativemarketap- barely accountedfor1%.Surveysofbig“people” is predominantlyKodakVericolor.Kodacolor its waytotheprolabs. quantities over-the-counteranddoesnotmake Fuji film,but120isprimarilysoldinsmall few labsreportedseeingaslightincreasein in1983,onewritersaid: The [weddingandportrait]“peoplemarket” III andVericolor400filmswereusedbythema- C wasessentiallythesamematerialusedby 44 ⁄ 100 percentpureKodak.A 25 daily mademore III , 284

This document originated at on June 6, 2003 under file name: 285 fessional Paper,thereplacementfor74 rily asan Plus paperin1984,Kodakpromotedthenewprima- finishing labs(KodakProcessingLaboratories). interchangeably inthecompany’schainofamateurphoto- the early1980’s,Kodakapparentlyusedtwopapers frequently haveasomewhat“harsh”appearance.During to sufferfromlossofbothhighlightandshadowdetail tive image.Ontheotherhand,high-contrastimagestend both ofwhichtendtoreducethecontrastcolornega- amateur camerashavelower-qualityandoftendirtylenses, often lookbetterwithincreasedcontrastandthatlow-cost color saturation.Thereasonsforthisarethatsmallprints higher contrastprovidedmore“snap”andsomewhat photographers beganusingEktacolor78paperbecauseits years, manyamateurphotofinishersandsomecommercial Stated simply, EktacolorPlusisabout12% higherincon- Ektacolor Pluspapersistheir sensitometricproperties. fading stability). than Ektacolor74 1979. Ektacolor78paperwassomewhathigherincontrast Kodak policyuntiltheintroductionofEktacolor78paperin use Ektacolor74 uct name.) h emnneadCr fClrPoorpsChapter8 color 74 cations. ThiscontinuedthroughtheintroductionofEkta- having onlyonenegative-positivecolorpaperforallappli- RC metric characteristics—theintroductionofEktacolor37 duced duringthe1960’s—theydifferedmostlyinsensito- stain thatafflictedtheearlyKodacolorpapers.) principally themagentadye-formingcouplers—as same rootcause—stainingofunreactedcolorcouplers, Ektacolor PortraIIandotherpapers;ithasthe formation duringstorageisstillaproblemwithcurrent (Although lessseverethanitoncewas,yellowishstain to sellEktacolorpaperinportraitandweddingmarkets. cessing chemicalscommerciallyavailable,Kodakproceeded sent decreeforcedKodaktomakecolorpaperandpro- Kodak’s satisfaction,andafterthe1955federalcourtcon- the demandforprocessverysmall. cost andcomplexityofmakingDyeTransferprintskept The PermanenceandCareofColorPhotographs the Ektacolor78and74 much improvedindarkstorage dyestabilitycomparedwith color papershaveidenticalstabilitycharacteristics(while uct. Althoughtargetedatdifferentmarkets,thetwoEkta- identified byKodakasaprofessionalportrait/weddingprod- about ayearlater,inJune1985,andthispaperisclearly and Ektacolor“Amateur”PhotofinishingPapers The DifferencesBetweenEktacolor“Professional” Kodak nolongerfeltitnecessarytoinclude Ektacolor papersareonly virtually allothercolorpaperswereonan identical. (BythetimeEktacolor78wasintroduced,itand bility, processingcharacteristics,etc.,thetwopaperswere When Ektacolor78paperwasreplacedby The onlydifferencebetween Ektacolor Professionaland Professional portraitlabsforthemostpartcontinuedto Although therewereanumberofEktacolorpaperspro- Once theKodacolorstainingproblemwassolvedto paperinAugust1971finallysolidifiedKodak’spolicyof RC amateur PaperinApril1977andremainedthegeneral RC RC

photofinishing whilegradually,overaperiodoffew ; however,withrespecttoimagesta- RC slightly paperstheyreplaced,thenew product.EktacolorPro- betterintermsoflight RC paper,followed RC RC intheprod- base,and thicker RCbase. is madewithgold-coloredbackprintingandasomewhat Ektacolor Portra papers are:withoneproductnameandthreecontrastgrades.) would havebeensuppliedthesamewayblack-and-white Kodak’s desiretosegmentthemarket,threepapers high-contrast versionsofthesamepaper.Wereitnotfor fessional” Ektacolorpapersaresimplylow-,medium-,and for thecommerciallabmarket.(Basicallythesethree“pro- paper) andtheevenhigher-contrastEktacolorUltrapaper trast EktacolorSupra(similarincontrasttoPlus wedding photography.Kodakalsoproduceshigher-con- contrast “professional”product,issuppliedforportraitand or SupremePaperSFA3fortheminilabmarket. per as “professional”papers.FujimakesFujicolorPaperSu- pers andhavealsodesignatedtheirlow-contrastproducts similar high-andlow-contrastversionsoftheircolorpa- cal lightfadinganddarkstoragestabilitycharacteristics. time thisbookwenttopressin1992hadessentiallyidenti- tice withblack-and-whitepapers. ber designationstodistinguishthem,asistheusualprac- papers couldhavehadthesamename,withcontrastnum- trast thanEktacolorProfessionalPaper.Logically,the dard 4 minutes—lessthanhalfthe timerequiredforthestan- other Type Ektacolor 2001),Portra of colornegativepapersisthatEktacolorEdge(originally stands for“rapidaccess”). Ektacolor PlusPaperintheexpandingminilabmarket( RA and ProcessEP-2CompatiblePapers The DifferencesBetweenProcessRA-4 all the minilabmarket,thereisEktacolorRoyal fessional Paper”printedonthebackside.Inaddition,for per, EktacolorProfessionalPaper, andotherprocess light-sensitive silverhalide, whereasEktacolorPlusPa- Dry-to-dry processingtimes for allows fasterprocessing,particularly inthebleach-fixstep. compatible papersemploysilver bromide.Silverchloride ishing markets,whileEktacolorPortra paper (formerlyEktacolor2001paper)issoldinphotofin- pers, thepicturegotalittlemorecomplex:EktacolorEdge Ektacolor Portra only; thecontrastofType9paperfallsbetweenthat Agfacolor Type9iscurrentlysuppliedinasinglegrade contrast papercalledFujicolorProfessionalPaper sional PaperSuperFATypeP.Fujialsosuppliesahigher- as animproved-stabilityreplacementforFujicolorProfes- Fujicolor Type oftheEktacolor Ektacolor 2001Paper,thefirstofrapid-processing Konica marketsitsproductsasColor Following Kodak’sexample,othermanufacturershave With theintroductionoffaster-processing The principaldifferencebetweentheoldandnewtypes Regardless ofwhatnameKodakhasgiventhepapers, -4 papers,wasintroducedin1986asareplacementfor FA EP A C RA Type3and,in1993,Fujiwillintroducelow-contrast 3 andKonicaColor forcommerciallabs,andgoldbackprintedFujicol- -2 process.For largeoperations,thesignificance -4 compatiblepapersusesilverchlorideasthe SFA 3 ProfessionalPortraitPaper(tentativename) II II , Supra,andUltraallhave“KodakPro- paperandEktacolorSuprapaper. RA -4 papersthatwereavailableatthe QA PaperProfessionalType RA II -4 paperscanbeunder , Fujicolor II II paper,alow- Paper,which SFA QA RA Paper 3, and -4 pa- SFA EP X RA -2 2. 3

This document originated at on June 6, 2003 under file name: oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer Agfa didnotyet havea“professional”color paper.) color paper.(Atthetimethis bookwenttopressin1992, market twoormoreversions (contrastgrades)ofAgfa- future probablyfollowthepractice ofitscompetitorsand offered colorpapersinonly one contrastgrade,willinthe for “fastaccess”)in1989. Agfa,whichhistoricallyhas contain benzylalcohol(necessarywiththe concentrate withwatertomakeaworkingsolution. and thisallowsmuchmorerapidmixingofthedeveloper described anumberofadvantagesthispaperandthe EP to besuitableforcolorenlargingpapers. had sufficientlygoodlatentimagekeepingcharacteristics emulsions wereperfectedthatbothfastenoughand sions, itwasonlysincethemid-1980’sthatsilverchloride could beprocessedmorerapidlythansilverbromideemul- while ithaslongbeenknownthatsilverchlorideemulsions primarily inslow-speedblack-and-whitecontactpapers; processing timeofonly30seconds!. Agfa hasreportedanexperimentalprocesswitha are likelytobecomecommoninthefuture.Forexample, costs. given amountoftime,therebyreducingcapitalequipment the amountofpapercanbeprocessedonamachinein particular printisprocessedmorerapidly,butthat of thedecreasedprocessingtimeisnotsomuchthatany and FujibegansellingFujicolor PaperSuper Rapid AccessPaper. for “speedaccess”);thepaperisalsoknownasMitsubishi its ownlabel—calledMitsubishiColorPaperSA(SAstands per) andprocess implication, thelower-contrastEktacolorProfessionalPa- process offerovertheolderEktacolorPlusPaper(and,by Fuji, Konica,andAgfawilllikelyhavelargelydisplaced dak tomarketan early 1988,KonicabecamethesecondcompanyafterKo- “quick access”).MitsubishisellsKonica With theintroductionofKonica RA By theendof1994, A 1989KodakadvertisementforEktacolor2001Paper Historically, puresilverchlorideemulsionswerefound Even fasterprocessingtimesforsilverchloridepapers Agfa introduceditsAgfacolorPaperType9laterin1988, -2 compatiblepapers. process sons forconvertingtoEktacolor2001paperand plenishment rates. the savingswithdecreasedmixingtimeandre- outstanding emulsionuniformity.Andconsider ity controlwithincreasedprocessstabilityand duction efficiencies.Forinstance,greaterqual- and unsurpassedimagestability. whites, morebrillianthighlights,richercolors, In fact,withthiscombinationyougetevenbrighter the timerequiredwithyesterday’stechnology. -4 papersalsodonotrequirethatthecolordeveloper Take yourpick.Therearealotofgoodrea- How manyreasonsdoyouneedtoswitch? But thegreatesttemptationcouldbenewpro- Not thatyouhavetosacrificequalityforspeed. Like theadvantageofprocessingprintsinhalf RA -4. EP RA -2: -4 compatiblepaper( RA 26 -4 compatiblepapersfromKodak, QA PaperTypeAin QA EP QA FA paperunder -2 process), standsfor ( FA stands twice RA total -4 did whenKodakColorPrintMaterial,Type ably haveevenmoreinfluenceonKodaktodaythanthey straints imposedbytheamateurphotofinishingmarketprob- creased competitionfromFuji,Konica,andAgfa,thecon- ments oftheamateurphotofinishingfield.Becausein- rent Ektacolorpapersarestilldictatedbytherequire- nies suchas dark fadingstabilitythanEktacolor papers. normally suppliedfortheseminilabs havebetterlightand photographers usingKonica minilabsbecausethepapers traditional studios.Thisisparticularly trueinthecaseof image stabilitythanthefarmore expensiveprintssoldby to theseriousstudioprofessional arelikelytohavebetter portrait studiosthatarerapidlyemergingascompetitors papers initslabs. Papers Is StillFarfromAdequate Papers The StabilityofCurrentEktacolor Prints SoldbyWell-KnownProfessionals Are LikelyMoreStableThantheMostExpensive Why PrintsMadebyMass-PortraitOperations papers fall pecially intermsoflightfadingstability,currentEktacolor have provedsoinadequateintermsofimagestability.Es- the Ektacolorpaperswhichhaveevolvedoveryears keted in1955.Giventhissituation,itisnotsurprisingthat bility.) and theKonicapaperswerealsobetterindarkfadingsta- proved superiortotheircorrespondingEktacolorpapers, certain tobe these “imageenhancement”treatments,theyarealmost cause 35-centdrugstoreKodaluxprintshavebeenspared duce thestabilityofanalreadyinadequateproduct.Be- ing commonlygivenprofessionalprintscanallfurtherre- sive retouching,lacquering,texturing,andcanvasmount- many years.)Worsestillistheknowledgethatexten- color paper—therehasnotbeena“Kodacolor”for store. (KodacolorprintsweremadebyKodakonEkta- known asKodacolorprints,availableatthelocaldrug- better thanthatofthelow-costKodaluxprints,formerly that thestabilityofprintssheorhereceivesisno wedding photographs,wouldbequitedisillusionedtolearn fessional portrait,orspendingmorethan$1,000onasetof phers. gray andflesh-tonecolors,Konica author’s long-termlightfadingtestswithcriticalneutral in 1988,nowusesKonicacolorpaperitslabs.(Inthis dust-spotting. OlanMills,havingdroppedEktacolorpaper quered, andretouching,ifdoneatall,neverexceedssimple sold bytraditionalstudios.Theseprintsarerarelylac- also likelytobemorestablethantheexpensiveprints many Wal-Martdiscountstores),andLifetouch,Inc.are and GreatBritain),AmericanStudios,Inc.(whichservices Inc. (whichhasmorethan1,100portraitstudiosintheU.S. operates studiosinSearsRoebuckretailstores),OlanMills, The design,processing,cost,andimagestabilityofcur- Color printscurrentlysuppliedbymass-portraitcompa- At thetimethis bookwenttopressin1992, mostofthe Even printsproducedinminilab-equipped“one-hour” Indeed, thetypicalcustomerbuyinganexpensivepro- CPI far CorporationusesbothKonicaandFujicolor PCA more shortoftheneedsprofessionalphotogra- International,Inc., stablethanprofessionalstudioprints! CPI EP -2 and Corporation(which RA C wasmar- -4 papers 286

This document originated at on June 6, 2003 under file name: 287 of kept atightcloakofsecrecyonthestabilitycharacteristics color film,Kodachromefilm.Forthenext45years,Kodak with theintroductionin1935ofKodak’sfirstsuccessful premium, high-stabilitycolorpaperforprofessionalneeds. and AgfahavefollowedKodak’sexample,noneoffersa unfortunate stateofaffairscameabout.TodateFuji,Konica, graphic industry,ithasbecomequiteobvioushowthis policy withKodakofficialsandmanyothersinthephoto- for weddingand portraitphotographers,as suggestedin professional photographer. exclusively, andthistoohasbecomeadisadvantagetothe ding andportraitbusinesswerestillusingKodakpapers high-quality “peoplelabs”supplyingtheprofessionalwed- pers forprintingcolornegativesbutalsowithprocess papers in1992.Kodakhaslosttheleadnotonlywithpa- by theCompany’sFearofStabilityIssue Kodak’s R&DEffortsHaveBeenStymied Color PaperisUrgently Needed A Premium-Quality,High-Stability further behindwhenFujiintroducedtheFujicolor long-standing leadershippositiontoFuji.Kodakfelleven without talkingaboutthemall. would bedifficulttodiscussthestabilityofoneproduct not talkaboutitsmajorvirtue:improvedstability.Andit be unabletojustifytheexistenceofproductifitcould cult toprocessthanexistingEktacolorpaper,Kodakwould print materialwouldbemoreexpensiveand/ordiffi- tages ofsuchanimprovedmaterial.Becauseamorestable would effectivelypreventadvertisingthestabilityadvan- rial becauseKodak’spolicyofkeepingstabilitydatasecret no goodtoproduceapremium,high-stabilityprintmate- Ektacolor paperisamateurphotofinishing. markets arebigbusiness,byfarthelargestmarketfor uct. Inspiteofthefactthatportraitandwedding in eithermarketreasontoquestionthequalityofprod- dak didnotwanttosayanythingthatwouldgivecustomers established inbothamateurandprofessionalmarkets,Ko- color materials.Later,whenEktacolorpaperwasfirmly ers fromswitchingtothemoreexpensiveandprofitable stability outoffearthattodosowoulddiscouragecustom- ness, Kodakwasloathtorevealinformationaboutcolor color wasdoingthesameinportraitandweddingbusi- and-white filmsintheamateurfield,andlater,whenEkta- and RadianceSelectpapers, which wereintroducedin1991. dark storagestabilitythanKodak’sEktachromeRadiance per, introducedin1992,havemuchbetterlightfadingand 34 paper,introducedin1986,andFujichromeType35pa- papers forprintingtransparencies:bothFujichromeType of FujicolorPaperSuper color paperimagestability,andwiththe1989introduction Kodak wasfallingbehindbothKonicaandFujiinterms of h emnneadCr fClrPoorpsChapter8 The PermanenceandCareofColorPhotographs all The problemactuallybeganmorethan50yearsago, After discussingKodak’s“single-color-paper-for-all-needs” A numberofthingscanbedone toimprovethesituation By 1986itwasevidentthatresea The waythesituationevolved,itwoulddocompany In theearly1940’s,whenKodacolorwasdisplacingblack- ofitscolorproducts. FA , Kodakhadclearlylostits rc h anddevelopmentat SFA R -3 3 sional andEktacolorPortra improved lightfadingstability.Today’sEktacolorProfes- of newnegative-positivecolorprintmaterialswithgreatly this chapter,buttheonlyrealsolutionisintroduction General Motors Geo;awidevarietyofcars areavailablein inexpensive, utilitariancars liketheFordEscortand the publicisofferedbutasingle qualitylevel.Thereare rest onit. tant aspectofquality.Thephotographer’s reputationwill the more togetit. and valueineverythingheorshebuys,iswillingtopay for aprintthattheyknewwouldlastfarlongerondisplay. be willing,indeedhappy,tospendanadditional$20or$25 paper). Almostanyonespending$500foraportraitwould tinue tobedoneonFujicolor,Ektacolor,orotherlow-cost the finishedprintwouldbeminimal(proofingcouldcon- several timesthatofEktacolorpaper,thepriceimpacton If thecostofahigh-stabilitycolorpaperweretobeeven cost ofthecolorpapertomakethatportraitisverysmall. 30x40-inch familyportraitfor$500ormore,thepercentage should be liance. Whenexposedtolightondisplay,thematerial whites anddelicatehighlightsretaintheiroriginalbril- main completelyfreeofyellowishstainformationsothat dyes mustnotfadeovertimebutalsothattheprintsre- at roomtemperature.Thismeansnotonlythattheimage should beessentiallypermanentwhenstoredinthedark color printmaterialdesignedforprintingnegatives finishing, haveneverbeenadequate.Attheveryleast,a all ofwhichweredesignedprimarilyfordrugstorephoto- requirements ofprofessionalphotography.Thesepapers, the Photographer fromtheMass-PortraitOperations Will ClearlyDifferentiatetheSeriousStudio A MoreExpensive,High-StabilityColorPaper mous mass-portraitoperationslike serious studioprofessionalfarmorethanthelow-cost,anony- prints meanlossofrepeatbusiness,andthiswillaffectthe clined togivethephotographermorebusiness.Faded sparkling highlights,andrich,deepshadowswillbein- find that5or10yearslaterithaslostitsvividcolors, chased anexpensiveportraitorfamilygroupphotoonlyto quality workwillnotsuffer.Fewpeoplewhohavepur- tantly, meanthatthephotographer’sreputationfortop- tomer demandingafreereplacement,and,moreimpor- will bereturnedinfadedconditionbyadisgruntledcus- customer. Stableprintsreducethelikelihoodthataprint is todeliverthemoststablecolorprintspossible is themajorshortcomingoftheseproducts. Fujicolor customer’s home,imagestability willbe graphic quality,andafter10or15yearsofdisplayinthe the past 20 years, and it is itis and years, 20 past the ity ofEktacolorpapershasseenlittleimprovementover Ektacolor PortraIIPaper.Indeed,thelightfadingstabil- It isdifficulttothinkofanyother typeofproductwhere Today’s moresophisticatedconsumerlooksforquality For theseriousstudiophotographer,whomaysella The greatestconcernfortheprofessionalphotographer CPI Recommendations CorporationstudiosinSearsRoebuckstores. SFA at

least 3 papers—aresimplynotadequateforthe Image tentimesmorestablethanthecurrent

sectiononpages279and280of stability poor II papers—andeventhenew isakeyaspectofphoto-

light PCA

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This document originated at on June 6, 2003 under file name: oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer event, thelight fadingstabilityofIlfochrome printsisnot would addsignificantcostto theirproductionand,inany paper. Tomakeprintsfromcolor negativesinthismanner output theimagesoncurrent Ilfochromesilverdye-bleach and, usingelectronicreversal toachieveapositiveimage, sible todigitizecolornegatives withahigh-resolutionscanner is expensivebutusuallygivesunsatisfactoryresults. making anIlfochromeprintfromtheinterpositivenotonly ing an“interpositive”fromoriginalnegativeandthen 1963–91), whichmustbemadefromtransparencies.Mak- bleach IlfordIlfochromeprints(calledCibachromeprints, field effectivelyruleoutsuchalternativesassilverdye- color negative-positivesystemintheportraitandwedding darker thantheimage.Theseandotheradvantagesof from transparencies,wheredustandotherdefectsprint print lighterthantheimage)arecolorprintsmade tives aremucheasiertoretouch(scratchesanddustspots than transparencyfilms,andprintsmadefromcolornega- contrast thanprintsmadefromcolortransparencies. have betteroverallcolorqualitywithlower,morepleasing, reproduction. Printsmadefromcolornegativesusually light andshadowdetail)theirverypleasingflesh-tone superior tonereproduction(theabilitytoretainbothhigh- graphs aremadewithcolornegativefilmsbecauseoftheir Are NottheAnswertoFadingProblem Ilford IlfochromeandKodakDyeTransfer 35-cent drugstoreKodalux(Kodacolor)print. ing betterthantheEktacolorpaperusedtomakelowly that expensiveprofessionalcolorphotographsdeservenoth- to professionalphotographers—andtheircustomers Portrait Isn’tExpensive.It’sPriceless,”Kodakissaying ning in1988andwascontinuing1992,“AProfessional of magazineandnewspaperadvertisementsthatbeganrun- the generalpublic. major disservicetothephotographyprofession—and paper, Kodakandtheothermanufacturershavedonea a special,premium-quality,andhigh-stabilitycolorprint large percentageoftheiroperatingexpenses. tomers, maketheircostsforcolorpaperacomparatively that aremadeonspeculationbutneverpickedupbycus- prints, coupledwiththelargenumbersofpackageprints more expensivecolorpaper:thelowpricespaidfortheir market companieslikelycouldnotaffordasignificantly professional fromthemass-marketportraitoperation.Mass- in theeyesofpublicclearlydifferentiateserious should notofferarangeofprice/permanenceoptions. RC chase aMercedes-Benz, the middlepricerange;andthosewhowantbestpur- papers tocomplementtheirlessexpensiveandstable facturers havepremium-quality,fiber-baseblack-and-white in allpriceandqualitylevels.Kodaktheothermanu- sive refrigeratorsandcheapones.Shoesclothingcome Lincoln, orothertop-of-the-linevehicle.Thereareexpen- Using presentlyavailableequipment, itisofcoursepos- Negative filmsalsohavefarwiderexposurelatitude portraitsandweddingphoto- professional all Nearly Notwithstanding theheadlineusedbyKodakinaseries By notsupplyingtheportraitandweddingbusinesswith The availabilityofapremium,high-stabilitypaperwould papers,andthereisnoreasonwhycolorphotography BMW , Lexus,Jaguar,Cadillac, tographs fromcolornegatives. by KonicaandAgfaforprintingportraitsweddingpho- pers suchasFujicolor,Ektacolor,andsimilarpapersmade them ill-suitedformostweddingandportraitapplications. coupled withthehighcostofDyeTransferprints,makes intermsoflightfadingstability,andthis, prints SFA3 as goodthatofFujicolorSFA3paper. instead ofalessstableandlowercost bleach paperisthat,whenmadewithapolyesterbase than FujicolorSFA3paperorIlfochromematerials. paper wouldalsohavetobemuchmorestableondisplay other Ektacolorpapers—andthismeansthatthenew least tentimesbetterthanthatofEktacolorPortraIIand light fadingstabilityofsuchanimprovedpapertobeat crease inlightfadingstability.Ideally,onewouldwantthe and easilyprocessedcolorprintswithasubstantialin- hope forproducingpremium-quality,reasonablypriced, color negativesinsteadoftransparencies,offersthebest Cibachrome, 1963–1991)exceptthatprintsaremadefrom bleach paper,similarinconcepttoIlfordIlfochrome(called was considerably betterthanthatofcurrent Ilfochrome outstanding. Thelightfading stabilityoftheAgfaproduct negative-printing silverdye-bleach productcouldbetruly bleach paperproducedbyAgfa intheearly1970’s,anAgfa light fadingstabilityofAgfachrome CU-410,asilverdye- expertise inthistechnology. Judgingfromtheoutstanding ucts, Agfa-Gevaertisanother companywithconsiderable Priced, High-StabilityColorPaper Process OfferstheBestHopeforaReasonably A SilverDye-BleachColorNegativePrint might actuallybecomeavailable.” plished, butitismuchtooearlytosaywhensuchaproduct Corporation, “Wearelookingathowthismightbeaccom- cording toRobertFletcher,formerpresidentofIlfordPhoto more stable,negative-printingversionofIlfochrome.Ac- previous ownersfailedtodoandwilldevelopanimproved, Ilford, underitsnewAmericanowner,willdowhatIlford’s tered inPurchase,NewYork.Thereisnowrealhopethat products) totheInternationalPaperCompany,headquar- Ilford photographicdivision(withitslineofIlfochrome chemical firmwithoperationsallovertheworld,soldits decided nottocommercializetheprocess. scientists hadcreated,andthecompany’smanagement Geigy wasunabletorecognizetheimportanceofwhatits blunders intheentire150-yearhistoryofphotography,Ciba- paper) in1963.Inoneofthemostunfortunatemarketing Geigy actuallydemonstratedsuchaproduct(calledCibacolor dye-bleach paperhasbeenavailableforsometime:Ciba- plagues Ektacolorprintsinlong-termstorage. and wouldremaintotallyfreeoftheyellowishstainthat probably wouldlastformorethan500yearswithoutfading the dark;innormalroom-temperaturestorage,prints genuinely At present,thisleavesonlythechromogenicprintpa- Kodak DyeTransferprintsalsoareinferiortoFujicolor A majoradvantageofanegative-printingsilverdye- This authorbelievesthatanegative-printingsilverdye- Although currentlyhavingnosilverdye-bleachprod- In 1989Ciba-Geigy,ahugeSwisspharmaceuticaland The technologytoproduceanegative-printingsilver permanent whenkeptinalbumsorelsewhere 27 RC base,itwouldbe 288

This document originated at on June 6, 2003 under file name: 289 only willthey for professionalportraitandweddingphotographers.Not ing colornegativesbecomesavailable,anewerawillbegin Eastman HouseinRochester,NewYork. of theInternationalMuseumPhotographyatGeorge number ofbeautifulAzochromeprintsareinthecollection tive paper—theforerunneroftoday’sEktacolorpaper.A but lessexpensiveandeasiertoprocessKodacolornega- silver dye-bleachtechnologyinfavorofthevastlyinferior encies, wasneveractuallymarketedandKodakabandoned which wasdesignedformakingprintsfromcolortranspar- ited scaleintheearly1940’s.TheAzochromeprocess, associated processingchemistrywereproducedonalim- print material.KnownasAzochrome,thematerialand cial hasbeenheardfromFujisincethe1982conference. process havesurfacedfromtimetotime,butnothingoffi- a fewcolorprintsmadebytheprocess.Rumorsabout ments that,for allpracticalpurposes,do notfade.The dyes, permanentcolorprints employextremelystablepig- fer, andothercolorprintsthat formimageswithorganic EverColor PigmentPrintsare theonlychoicesavailable. manent ColorPrints,Polaroid Permanent-ColorPrints,and (and costisasecondaryconsideration), UltraStablePer- best qualityandtrulypermanentdisplayprintsaredesired h emnneadCr fClrPoorpsChapter8 negative-printing silverdye-bleachpapers Fuji ofJapangaveapresentationonnewtechnologyfor Scientists andEngineersheldinRochester,NewYork, materials (seeChapter3.) The PermanenceandCareofColorPhotographs Prints: PremiumProductsforUpscaleMarkets Permanent-Color Prints,andEverColorPigment UltraStable PermanentColorPrints,Polaroid production, print-sizelimitations,andcost. areas: colorstability,pictorialimagequality,speedofprint short ofwhatisneededinoneormorethefollowing rial. Butfornow,allofthesedigitalprintprocessesfall alternative toanegative-printingsilverdye-bleachmate- tal processmayofferamorecost-effective,high-stability graphic, inkjet,thermaldyetransfer,orotherdirectdigi- packages. portrait operationstomakeavailableintheirlow-costprint materials andprocessingwillbetooexpensiveformass- to beasignificantcompetitiveadvantagebecausetheprint asked ofcustomersbytop-qualityprofessionals,willprove while probablyhavingrelativelylittleimpactontheprices material. Thehighercostofthesilverdye-bleachprints, on thepremium-qualityandlonger-lastingsilverdye-bleach the enlargementsorderedbycustomerswouldbeprinted Ektacolor, Fujicolor,orsimilarinexpensivepapers;only than Ektacolorprintswhendisplayed. when storedinthedarkalbumsandwilllastfarlonger silver dye-bleachprintswillalsobeabsolutelypermanent plied bytheirlow-costdiscountstorecompetitors,butthe that lookbetterthanthelow-costEktacolorprintssup- When ahigh-stabilitysilverdye-bleachmaterialforprint- At onetimeevenEastmanKodakhadasilverdye-bleach Unlike Fujicolor,Ektacolor,Ilfochrome, KodakDyeTrans- For premium-priceddisplayapplications,wherethevery In 1982,ataconferenceoftheSocietyPhotographic At somepointinthefuture,animprovedelectrophoto- Most likely,proofprintswillcontinuetobemadewith finally beabletooffertheircustomersprints 28 andevenshowed are in the150-yearhistoryofphotography—ondisplay,they when displayedundernormalindoorconditions. last morethan500yearswithoutperceptiblefadingorstaining 1993) andPolaroidPermanent-Colorprintsareexpectedto with theimprovedyellowpigmenttobeintroducedinearly light fadingtests,UltraStablePermanentColorprints(made and otherexteriorpaints. pigments aresimilartothoseusedinautomobileenamels and thepigments employedtoformthecolor imagesug- tion suppliedtothisauthorabout thestructureofprints opportunity totestthestability oftheprints,butinforma- this bookwenttopressin1992, thisauthorhadnotthe resolution, polyester-baseprints inearly1993.Atthetime proofing system.EverColor planstointroducethehigh- high-stability modificationof theAgfaProofgraphicarts Corporation inElDoradoHills,California,aremadewith a for early1993. pigment, fullavailabilityofthematerialswasscheduled ited scalein1991–92;withanimprovedstabilityyellow process. UltraStablematerialswereintroducedonalim- production, andeliminationoftoxicchemicalsfromthe proved colorandtonereproduction,fastereasierprint Permanent Colorname,Berger’snewmaterialsofferim- the colorpigmentprocess.SoldunderUltraStable ship withRichardN.Kauffman,tocontinueresearchon own company,UltraStableColorSystems,Inc.,inpartner- and developmentworkontheprocess,Bergersetuphis roid-manufactured materials.) cated inBensalem,Pennsylvania,wasutilizingthePola- book wenttopressin1992,onlyAtaraxiaStudio,Inc.,lo- pany doesnotofferaprintmakingservice.Atthetimethis only asasupplierofPermanent-Colormaterials;thecom- basic printmakinginstructionsin1989.(Polaroidisacting gether withthewhiteopaquepolyesterbasematerialand pigment-coated sheetsusedtoformthecolorimageto- roid begansupplyingthecyan,magenta,yellow,andblack the processtoPolaroidCorporationin1986,andPola- time operatingastheArchivalColorCompany)licensed Ben Lomond,California.Bergerandhisassociates(atthe Berger, afineartphotographerandinventorworkingin ally outstandingprintswereoriginallydevelopedbyCharles fairly complicated,isdescribedinChapter1). production oftheprints(thecompleteprocess,whichis tion, laser-scannedcolorseparationsareemployedinthe print willbemadefromthisoriginal.Specialhigh-resolu- printed, spotted,andretouched),afacsimilepigment with afinishedEktacolorprint(thathasbeencarefully cies. Mostcommonly,photographerswillsupplythelab color, Ektacolor,orotherprints,fromcolortransparen- are absolutelyinaclassbythemselves! Permanent ColorprintsandPolaroidPermanent-Color fiber-base black-and-whiteprints.Inshort,UltraStable longer —thanthebest“archivallyprocessed”andtoned The printsshouldlastatleastaslong—andquitepossibly dye-bleach printmaterialthathaseverbeenproduced. These arethemostpermanenthigh-qualitycolorprints According toestimatesfromthisauthor’saccelerated EverColor PigmentPrints,suppliedbythe Because ofPolaroid’sreluctancetocontinueresearch The materialsandtechnologyforproducingthesevisu- Permanent colorprintscanbemadefromoriginalFuji- far morestablethanIlfochromeoranyothersilver

This document originated at on June 6, 2003 under file name: oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer or moreforthefirstcopyofa20x24-inchprint. manent-Color Printsinitiallywillbequiteexpensive—$850 production samplesofEverColorprintsbecomeavailable.) fading anddarkstoragetestswillbestartedassoon gests thatthestabilityofprintswillbeverygood.(Light nent, pigment colorprintsshoulddecrease significantly, Suppliers planning toofferpermanent colorprintsarelistedinthe tertainment celebrities—anyone ofhistoricalnote.Labs of presidents,headsstate andotherpoliticians,en- handed downforgenerationaftergeneration. and individualsasheirloomsthatcanbedisplayed Permanent colorprintswillhavegreatappealtofamilies “boardroom” portrait,fineart,andphoto-decormarkets. in the“upscale”portrait,familygroup,wedding,executive to thecostofprints,possibilitieswillbegoodforsales much). Butevenwhenthephotographer’sfeesareadded sive, EverColorPigmentPrintsarenotexpectedtocostas quent copiesofaprintcostmuchless.(Whilestillexpen- UltraStable PermanentColorprintsandPolaroidPer- With futuredevelopment,the costofmakingperma- Such printsareexpectedtobe widelyusedforportraits lab technicianJimNieboer. longest-lasting printswecan.”ShownherewithalargefamilyportraitprintedonFujicolorSFA3paperareSteenwykand products. AccordingtolabmanagerBobSteenwyk,“Asalab,wehaveanethicalresponsibilityofferourcustomersthe Laboratories switchedfromKodakEktacolorpaperstoFujicolorbecauseofthebetterimagestabilityFuji to theKodakDyeTransferprintsthatlabhassuppliedformanyyears(seeNoteNo.29onpage292).In1991,LaClaire photographers nationwide,plannedtoofferUltraStablePermanentColorprintsin1993asamuchlonger-lastingalternative LaClaire Laboratories,Inc.,atop-qualityprocessinglabinGrandRapids,Michigancateringtoweddingandportrait sectiononpage293. 30 Subse- they thinkalotofprintsaregoingtobecomingback.” “all ofourcompetitorsthinkweareoutminds— 1986 eventhough,accordingtoownerDonaldJ.Burrell, exclusively, beganofferingtheguaranteetocustomers in photograph off thewallandputitintoadrawer tosaveit tice it.Afterthattimeperiod thepersonwilltake photograph willfadesoslowly thatyouwouldn’tevenno- rated within7to10yearsand duringthattimeperiodthe feel thatmostlivingrooms will beremodeledorredeco- that ifaprintishunginyour livingroom,forexample,we won’t putaprintinbrightlight infrontofawindowand played ornot. any colorprintthatfailstolast100years,whetherdis- other states,isonelabthatguaranteesafreereprintfor Point, Indianawithassociatedlabslocatedinatleastseven “Lifetime” WarrantiesforColorPrints segment ofthepopulation. thereby expandingthepotentialmarkettoamuchlarger Burrell saysthat“wearebankingontheideapeople Burrell Colour,Inc.,aprofessionalcolorlabinCrown 31 Burrell,whichhasusedEktacolorpaper 32

David B. LaClaire – 1992 290

This document originated at on June 6, 2003 under file name: 291 are guaranteesof motion —unlesscustomersareclearlyinformedthatthese print warrantiesarenotalegitimateformofproductpro- and EverColorPigmentPrints, theywillnot. Permanent ColorPrints,Polaroid Permanent-ColorPrints, dition for100years.Withthe exceptionsofUltraStable that displayedcolorprintswill infactremaingoodcon- failed tolast5years, offered afree-replacementguaranteeforanyprintthat will actuallylast100years.SomeyearsearlierBurrell tion guarantee”ratherthananassurancethateveryprint is aformofadvertisingandshouldbeseenas“satisfac- $200, or$300,$400,even$1,000,”Burrellsaidthatthis that somebodyisgoingtostandbehindaproductcost rapher hastogivehiscustomersometypeofinsurance we willreprintitatnocharge.”Arguingthat“thephotog- years” willfade,butiftheydo,“sendusthenegativeand came outwiththatannouncement.” from Kodakthattheprintswouldlast100yearswhenwe years] andwedon’tseeitasaproblem.Wetookourlead for history.Beinginadarkarea,itwilllastthatlong[100 limited guarantee: that experience,in1982Meiselinstitutedamuchmore called “asatisfactorysettlement.”Apparentlysoberedby sive), butheandMeiseleventuallyreachedwhatLangmore tee forhisprints(manyofthewerelargeandexpen- Langmore, Meiselinitiallybalkedathonoringitsguaran- doned thefree-replacementguarantee.Accordingto in thecompany’sNewJerseyheadquarters,Meiselaban- some yearsearliertotheMinoltaCorporationfordisplay to replacealargenumberoffadedprintsthathehadsold tographer workingoutofSanAntonio,Texas,askedMeisel color prints.ButafterBankLangmore,aprofessionalpho- offered anall-inclusivefree-replacementguaranteeforfaded the commercial,portrait,andweddingmarkets,atonetime Photographic CorporationofDallas,Texas,alargelabserving they couldbedelugedwithdemandsforfreereprints.Meisel print-life warranties,however.Theyfearthateventually no additionalcharge. replacement printinthesamemannerasoriginal,at guarantee, Burrellwillalsospot,lacquer,andmountthe saying that“thisisleftuptothecustomer.”Aspartof how muchfadingqualifiesaprintforfreereplacement, erly” andnotbephysicallydamaged.Burrellhasspecified the photograph).Photographsmustbe“caredforprop- voice tothebackofframedprintaidinidentifying invoice (Burrellsuggeststhatthecustomertapein- panied bytheoriginalnegativeandacopyofBurrell color ProfessionalPaperbecameavailable. tion encouragedhimtoexpandthewarrantywhenEkta- rapher goesout ofbusiness,thestudiochanges hands,or h emnneadCr fClrPoorpsChapter 8 The PermanenceandCareofColorPhotographs This authorbelievesthat“lifetime”or“100-year”color The customer Burrell knowsthatprintsleftondisplayfor“maybe20 Most processinglabshavebeenverycautiousabout Burrell Colourrequiresthatreturnedprintsbeaccom- five yearsoldwillbereprintedatfullcharge. severely, evenifimproperlydisplayed.Printsover any printfiveyearsoldorlessthathasfaded Meisel willreprintatone-halfthecurrentprice satisfaction must 33 andtheeffectivenessofthatpromo- alsobeinformedthatifthe photog- andarenotmisledintothinking 34 Notes andReferences liability (withcurrentEktacolorPortra replacement warrantyisassumingasignificantamountof when theybecomeavailable.Alabofferinga100-yearfree- more receptivetocolorpapersofferingimprovedstability more carefulwithprocessing,spotting,andlacquering, the stabilitycharacteristicsofcolorpapersituses, aspects: itlikelywillmakealabmuchmoreconsciousof guarantee probablywillbeworthless. the labgoesoutofbusinessorchangesownership, ample, tage fortheestablishedstudioprofessional. time, andthisfactcanbeturnedintoacompetitiveadvan- erations normallydonotretainnegativesforanylengthof stability becomeavailableinthefuture.Mass-portraitop- clients whencolormaterialswithimprovedlightfading tive filesalsoofferthepotentialofsellingnewprintstoold aspect oftheconcept.Printfadingaside,organizednega- for negatives—andinvoicesthistooisapositive warranty hasarealincentivetoretainandproperlycare instead ofonethemuchlonger-lastingFujicolorpapers.) time Kodakcustomer,wasusingEktacolorPortra time thisbookwenttopressinlate1992,Burrell,along- our products...”(Itisworthnoting,however,thatatthe part isatotalcommitmenttomaintainutmostqualityin are relativelysimplebuttheconceptisfarreaching.Our “The logisticsoftheGuaranteedforaLifetimeProgram Colour promotionalbrochuredescribingtheguaranteesaid: bility byboththelabandphotographer.ABurrell increase theconcernforproductqualityandsta- time” willendupseverelyfaded),andthiscanonlyhelp .MaxE.BrownandCorinneR.FlaireColorPhotography 4. See,forexample:EllenRuppelShell,“MemoriesThatLoseTheir 3. .NadineBrozan,“NaturalDisaster:HiddenLegacyofPain,” 2. Mrs.SharlaM.Stanclift,lettertotheOfficeofConsumerProtection, 1. Offering a100-yearwarrantydoeshavesomepositive A photographerofferingalifetimefree-replacement Box 432,Madison, Wisconsin53701;telephone:608-264-5156. be obtainedfrom:UnitedStatesDistrict Court,ClerkofP.O. ern DistrictofWisconsin.Atranscript ofthecourtproceedingsmay C-185, filedin1982theUnitedStates DistrictCourtfortheWest- (Plaintiffs) vs.EastmanKodakCompany (Defendant),CaseNo.82- Studios, Inc.andRobertGermann, d/b/a/GermannPhotographs Bernice FehrenbachandRobertJ. Fehrenbach,d/b/aFehrenbach Street, Waterloo,Iowa50703;telephone: 319-291-2482.Seealso: District CourtforBlackHawkCounty, ClerkofCourt,316East5th A transcriptofthecourtproceedingsmaybeobtainedfrom:Iowa filed August1976intheIowaDistrictCourtforBlackHawkCounty. tion andEastmanKodakCompany(Defendants),CaseNo.54126, Incorporated (Plaintiffs)vs.AmericanProfessionalColorCorpora- Ads MakeFewerPromises,” Head OffSuitOverFadingPrints,”andcompanionarticle:“Kodak’s “When PicturesDon’tLastForever–KodakGoestoGreatLengths (Rochester, NewYork),February29,1980,p.1;RichardWhitmire, Rumsey, “FadedPhotosMayCloudKodakFuture,” Color,” Color Materials,” 6, January1981;StephenR.Milanowski,“NotesontheStabilityof image Trend, “KodakandthePros–WhenMemoriesGetReturned,” State Journal Allen Mundth,“PhotographersChallengeKodakAds,” York Times, Studios andotherprofessionalphotographersinWisconsin. the OfficeofConsumerProtectionbycustomersFehrenbach Ektacolor RCpapersduringtheperiod1969–1976thatwassentto This wasoneofanumbercomplaintsaboutfadedprintsmadeon Wisconsin DepartmentofJustice,Madison,Wisconsin,May16,1980. virtually (VisualStudiesWorkshop,Rochester,NewYork),Vol.8,No. Science 84, June27,1983. (Madison, Wisconsin),Section4,July7,1980;David

all Exposure, printsthataredisplayedfor“alife- Vol.5,No.7,September1984,pp.40–47;John Times-Union, Vol.20,No.3,Fall1982,pp.38–51. November14,1980,p.1; II Paper,forex- Times-Union Wisconsin II The New Paper After-

This document originated at on June 6, 2003 under file name: oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer 2 EastmanKodakCompany, 12. EastmanKodakCompany, 11. EastmanKodakCompany, 10. 6 DonaldA.Koop,“ARelationBetweenFadingandPerceivedQuality 16. DaveWithington,“AReviewoftheTestingMethodologyforEvaluat- 15. CharleyWisePhotography,individually,andonbehalfofallothers 14. PeterM.Palermo,vicepresidentandgeneralmanager,Consumer 13. 0 During1991and1992,TerryJ.Deglau,Coordinator,Portrait 20. H&HColorLab,Inc.,8906East67thStreet,Raytown,Missouri64133; 19. EastmanKodakCompany,“DevelopaBrighterProfitPicturewith 18. CharlesJ.Lewis,“PreservePricelessNegatives,”(StudioManage- 17. .EastmanKodakCompany, 9. RobertF.O’Connor,EastmanKodakCompanylegaldepartment, 8. MarkE.Smith,assistantattorneygeneral,WisconsinDepartmentof 7. ZavellN.Smith,telephonediscussionwiththisauthor,November 6. .EastmanKodakCompany, 5. 1980. Practices, FederalTradeCommission,Washington,D.C.,August1, letter toMitchellPaul,anattorneywiththeDivisionofAdvertising 17, 1980. Justice, lettertoRobertLockerIII,EastmanKodakCompany,July 25, 1981. 19, 1980,andinterviewwiththisauthorinSanAntonio,Texas,March Eastman KodakCompany. president andgeneralmanager,ProfessionalFinishingMarkets, No. 2,1980,p.1;from“Foreword,”byWilliamA.Sawyer,Jr.,vice Life” promotionalbrochure,KodakPublicationNo.P3-705,1986. ary 1986. phy PromotionGuideBook, Studio –“FortheTimesofYourLife”ProfessionalPhotogra- Your Life”promotionalcampaign,KodakPub.No.P3-703,1986. and PreservationofPhotographicImages, of ColorPrints,” Atlantic City,NewJersey,May15,1985. ence oftheSocietyPhotographicScientistsandEngineers(SPSE), ing PortraitImageStability,”presentationatthe38thAnnualConfer- the casewasquicklysettledoutofcourtforanundisclosedsum. single picturehadturnedpink.”Nallsought$162,000indamages; 4 paperduring1978–1981,andby1985,accordingtoNall,“every Agfacolor Type4Paper.Nallhadpurchased$54,000worthof Agfa becauseofdamagesheallegedlysufferedfromhisuse dios, Mobile,Alabama,hadthreatenedtotakelegalactionagainst the class-actionsuitagainstAgfa-Gevaert,JamesNallofM&AStu- Florida 32501;telephone:904-433-2107.Ayearbeforethefilingof Court, ClerkofRm.129,100N.TalafoxStreet,Pensacola, court proceedingsmaybeobtainedfrom:UnitedStatedDistrict of Florida,PensacolaDivision,filedJune3,1985.Atranscriptthe No. PCA85-4223-RV,UnitedStatesDistrictCourt,Northern similarly situated,Plaintiff,v.Agfa-Gevaert,Inc.,Defendant.Case Eastman KodakPressReleaseNo.NS988798EXP,September1988. 1988, ACenturyofValueHelpsCreatePricelessMemories Products Division,EastmanKodakCompany, Kodak PublicationNo.P3-84A,p.1. ‘For theTimesof Your Life’program. Switchtoalabthatwill qualifyyourcontinuedmembership inthe • and chemicalsforyourorders. Requestthatyour professional labuseKodakpapers • Your Life’program,youhavetwooptions: packages madewiththeseproducts. sional productstoberoutinelyproviding yourstudiowithfinished your primaryprofessionallabdoes notuseenoughKodakprofes- sional portraits.Unfortunately,however,ourrecordsindicatethat Life’ touseKodakprofessionalproductsinproducingtheirprofes- 1991): H&H’s customers,whichsaidinpart(fromaletterdatedJune17, tography Division,EastmanKodakCompany,sentletterstomanyof Wedding Photography,U.S.MarketingOperations,ProfessionalPho- telephone: 816-358-6677(toll-free:800-821-1305);Fax:816-356-7950. using the“Masterprint”name. avoid possiblelegalactionagainstKodakbyphotofinishersalready tem.” Soonaftertheannouncement,namewaschangedto Kodak inmid-1985underthenameof“TheMasterprintSys- 1985. TheKodakColorwatchSystemwasoriginallyannouncedby cover of the NewKodakColorwatchSystem,”advertisementonback ment Series), (IS&T), 7003KilworthLane,Springfield,Virginia22151. Available fromTheSocietyforImagingScienceandTechnology gust 25–28,1985,(PrintingofTranscriptSummaries),pp.335–349. “If youwouldliketoremainamember ofthe‘ForTimes “Consumers expectmemberstudiosof‘FortheTimesYour Photographic Processing, The Rangefinder, Second InternationalSymposium:TheStability Magic. Kodak StudioLight How toAdvertiseandPromoteYour The Times Expressions. KodakPublicationNo.P3-708,Janu- Vol.33,No.9,Sept.1984,p.55. ,

brochure inthe“ForTimesof Vol.20,No.9,September ,

Vol. 2,IssueNo.1988, , “FortheTimesofYour Ottawa,Ontario,Au- Photography 1888– (CentennialIssue), , 8 KoichiNakamura,“SilverCatalyzedDyeReductionandItsApplica- 28. RobertFletcher,formerpresident,IlfordPhotoCorporation,Paramus, 27. EastmanKodakCompany,“HowManyReasonsDoYouNeedTo 26. 5 ElizabethCunningham,“ProductImprovements;NewItems; 25. H&HColorLab,Inc.,seeNoteNo.22. 24. H&HColorLab,Inc.,seeNoteNo.22. 23. H&HColorLab,Inc.“CustomerTestimonials,”excerptsofletters 22. LetterandsurveyfromH&HColorLab,Inc.presidentWayneHaub 21. 3 BurrellColour,Inc.,“AreYourColorPrints Guaranteed–IfNot,What 33. DonaldJ.Burrell,president,BurrellColour, Inc.,telephonediscus- 32. BurrellColour,Inc.,“LifetimeGuaranteed ColourPrints–Onlyfrom 31. Atthetimethisbookwenttopressin1992,onlytwolabsfurnishing 30. LaClaireLaboratories,Inc.,6770OldTwenty-EighthStreet,S.E., 29. 4 GeorgeK.ConantIII,president, MeiselPhotographicCorporation, 34. neers ference oftheSocietyPhotographicScientistsandEngi- tion asanImagingProcess,”presentationatthe New Jersey,telephonediscussionwiththisauthor,March7,1989. 1, January1989,backcover. Switch?”, advertisementin 1983, p.35. Film Speeds,” made withFujicolorpaper,1990. sent toH&Hbyitscustomersconcerningtheirreactionprints to H&Hcustomers,datedSeptember26,1990. switch fromEktacolortoFujicolorpaper. H&H wasthefirstprofessionalportraitandweddinglabinU.S.to Kodak inRochester,NewYorkforfurtherdiscussionsonthematter. paper. RespondingtoaninvitationfromBiehn,Haublatervisited Fleckal thatH&HwouldlosebusinessifthelabdroppedKodak stability thanEktacolorpaper,butheneverthelesstoldHauband dispute theclaimthatFujicolorpaperhadmuchbetterlightfading them frommakingtheswitch.AccordingtoHaub,Biehndidnot dent WayneHaubandlabmanagerRonFleckaltotrydissuade ager ofKodak’sProfessionalImagingDivision,visitedH&Hpresi- to Fujicolorpaper,DavidP.Biehn,vicepresidentandgeneralman- sional filmsandstoppedusingKodakproductsaltogether. numbers ofH&H’scustomershaveswitchedtoFujicolorprofes- of YourLife”program.Inpartbecausethisstance,increasing that wasnotsufficienttocontinuemembershipinthe“ForTimes Kodak Vericolorprofessionalfilmsexclusivelyforhisorherwork, Will YouDo?”,advertisementin sion withthisauthor,December5, 1986. Vol. 113,No.2092,September1986, p.53. Burrell Colour,”advertisementin prints fromthesameimageavailableatasubstantialdiscount. ment Printsfor$1508x10and$32516x20,withadditional iam NordstromandRichardH.Carter,planstosellEverColorPig- nent-Color prints. suppliers ofUltraStablePermanentColorprintsandPolaroidPerma- ers discounted 50%ormore,dependingonquantity).Seethe and $2,200for24x36(additionalprintsfromthesameimageare Ken LiebermanLaboratories,Inc.:$1,200for16x20;$1,40020x24; fessional Photographer, Permanence: 500-Year-LifeUltraStableColorPhotographs,” depending onquantity).See:WilliamNordstrom,“InSearchof tional printsfromthesameimagearediscounted50%ormore, for 11x14;$67516x20;$85020x24;$1,40024x36(addi- prints. ColorPrintsbyNordstrom:$350for8x10-inchprints;$450 UltraStable PermanentColorprintshadestablishedpricesforthe Fade Away,” 1992, p.Y27.Seealso:MarkWilson,AColorProcessThatWon’t Almost TooGoodtoBeTrue,” Vol. 119,No.2159,April1992,p.36.Seealso:JohnDurniak,“Color “Marketing UltraStablePortraitPrints,” produced byLaClaireformanyyears.See:DavidB.LaClaire, lasting alternativetotheKodakDyeTransferprintsthathavebeen UltraStable PermanentColorprintsforclientswhowantalonger- 800-369-6910). In1993,LaClaireLaboratoriesplanstointroduce Grand Rapids,Michigan49506;telephone:616-942-6910(toll-free: manner.” 0412. Wewillquicklyreviewyourinputandrespondinatimely man KodakCompany,343StateStreet,Rochester,NewYork14650- a letterdetailingyourdecisionto‘FortheTimesofYourLife,’East- letter tothisauthor, September7,1982. 8, August1982. At onepoint,afterKodaklearnedthatH&Hwasconsideringchanging Kodak tookthepositionthatevenifaphotographerwasusing In 1993,theEverColorCorporation,acompanyfoundedbyWill- “Once youhavedecidedhowwishtoproceed,pleaseforward listonpage293fortheaddressesoftheselabsandother , Rochester,NewYork,May12,1982. The BostonGlobe Photographic Processing, Vol.119,No.2159,April1992,pp.34–36. Photographic Processing, The NewYorkTimes , May17,1992. Studio Photography, The ProfessionalPhotographer, Professional Photographer, Vol.18,No.1,January 35th AnnualCon- , December6, Vol.18,No. Vol.24,No. Suppli- Pro- 292

This document originated at on June 6, 2003 under file name: 293 Englewood Cliffs,NewJersey07623 440 SylvanAvenue Professional ProductsGroup Konica U.S.A.,Inc. Elmsford, NewYork10523 555 TaxterRoad Color PaperDepartment Fuji PhotoFilmU.S.A.,Inc. Rochester, NewYork14650 343 StateStreet Professional PhotographyDivision Eastman KodakCompany Ridgefield Park,NewJersey07660 100 ChallengerRoad Professional ProductsDivision Agfa Corporation Suppliers ofColorPrintMaterials Bensalem, Pennsylvania19020 3448 ProgressDrive–SuiteE Ataraxia Studio,Inc. Polaroid Permanent-ColorMaterials Lab ProducingColorPrintsMadeWith Santa Cruz,California95062 500 SeabrightAvenue UltraStable ColorSystems,Inc. New Bedford,Massachusetts02745 100 DuchaineBlvd. Attn: Mr.DaveMorreale Polaroid Corporation h emnneadCr fClrPoorpsChapter8 The PermanenceandCareofColorPhotographs Telephone: 201-568-3100 Toll-free: 800-345-6385 Telephone: 914-789-8100 Telephone: 716-724-4000 Telephone: 201-440-2500 Telephone: 215-343-3214 does notmakeprints) Color Prints;UltraStableitself making UltraStablePermanent manuals, andworkshopson (source ofmaterials,instruction Telephone: 408-427-3000 not makeprints) Prints; Polaroiditselfdoes Polaroid Permanent-Color instructions formaking (source ofmaterialsand Telephone: 508-998-5563 Suppliers Worcester, Massachusetts01603 70 WebsterStreet Photographic Arts,Inc. Grand Rapids,Michigan49546 6770 Old28thStreet,S.E. LaClaire Laboratories,Inc. El DoradoHills,California95762 5145 GoldenFoothillParkway Suite 140 EverColor Corporation UltraStable PermanentColorMaterials Labs OfferingColorPrintsMadeWith New York,York10011 118 West22ndStreet Ken LiebermanLaboratories, Inc. New YorkCitysalesrepresentativeofEverColor: El DoradoHills,California95762 5145 GoldenFoothillParkway Suite 140 EverColor Corporation EverColor PigmentPrintMaterials Labs OfferingColorPrintsMadeWith 75013 Paris,France 91, quaiPanhardetLevassor Marc Bruhat Sillages Australia Artarmon 2064,N.S.W. 39 HothamParade Australian ColourLaboratories Chicago, Illinois60618 3935 N.SeeleyAvenue Robert LilesPhotographyandPrintmaking Telephone: 508-798-6612 Telephone: 616-942-6910 Pigment Prints–seebelow) will alsoofferEverColor (beginning in1993,EverColor Fax: 916-939-9302 Telephone: 916-939-9300 Telephone: 212-633-0500 Fax: 916-939-9302 Telephone: 916-939-9300 Fax: (33)-1-4584-0883 Telephone: (33)-1-4584-6713 Fax: (61)-2-437-4328 Telephone: (61)-2-438-3322 Telephone: 312-477-8536

This document originated at on June 6, 2003 under file name: of time. it meantthepermanencewouldlastoveragreaterperiod be interestedinpayingmoreforadurableproduct,if MANENT DISPLAY. as stablecurrentEKTACOLOR74RC,WHENONPER- Kodachrome whenstoredinthedark,andatleast10times OK forproofs.Aprofessionalpapershouldbeasstable FESSIONAL colorpaperforfinalprints.Currentis cated thedesireforEastmanKodaktoproduceaPRO- in theformofthispetition. ousness ofthemattershouldbebroughttoyourattention, tions inWisconsin,Minnesota,NorthandSouthDakota. its membersandofotherphotographyassocia- fessional PhotographersAssociation,tobecirculatedamong Gentlemen: Rochester, NewYork14650 343 StateStreet Eastman KodakCompany Mr. ColbyChandler,President Mr. WalterFallon,ChairmanoftheBoard Chapter8 March 11,1980 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer Reedsburg, Wisconsin53959 229 N.WalnutStreet Wisconsin ProfessionalPhotographersAssociation Bernice Fehrenbach,Chairman Committee onFadedandCrackedPhotographs pedx81 Text ofCoverLetter andPetition Sentto Appendix 8.1– Thanking youinadvanceforyourconsideration. Most personsquizzed,gavetheopinionthattheywould In additiontothispetition,manyofthosesigning,indi- We asmembersoftheseorganizationsfeelthattheseri- Enclosed isapetitionauthorizedbytheWisconsinPro- Bernice Fehrenbach [signed] Sincerely, on Faded andCrackedPhotographs Eastman Kodak bytheWisconsinCommittee Thank You signing theattachedpetition. Committee wouldappreciateyoursupportforthiseffortby Directors ofWPPA,tobesentEastmanKodak.The Note: photography. feel itistimeweeducatetheconsumingpublicaboutcolor so wecanpassthisinformationontoourcustomers.We would likeyoutoissueastatementoncolorpermanency, on whatcanhappentotheirphotographs.Thereforewe place thefadedandcrackedprints,withoutcharge. pensate thephotographerandcolorlabs,sowecanre- To sootheourwounds,wefeelEastmanKodakshouldcom- damaged reputation,thefailureofmaterialshavecaused. placed. Wearebearingnotonlythecostsbutalso through ourdoors,demandingtheirphotographsbere- must beartheonslaughtofiratecustomerswhoparade nency nowmadebyEastmanKodak.Neverthelesswe lem. has happenedandobviouslyweareblamedfortheprob- photographs. Ourcustomersdonotunderstandwhythis fronted withaseriousproblemcrackedandfaded Wisconsin ProfessionalPhotographersAssociationarecon- Gentlemen: Rochester, NewYork Eastman KodakCo. November 1,1979 Company.) fessional PhotographersAssociationtoEastmanKodak Faded andCrackedPhotographsoftheWisconsinPro- sional photographersandsentbytheCommitteeon (Text ofpetitionsignedbyapproximately275profes- The aboveletterhasbeenapprovedbytheBoardof Also, wewouldlikethepublictobecomemoreinformed We areawareofthedisclaimeronanycolorperma- We asProfessionalPhotographersandmembersofthe Bernice Fehrenbach,Chairman Committee onFaded Sincerely, and CrackedPhotographs 294

This document originated at on June 6, 2003 under file name: 295 pedx82–Petition SenttotheProfessionalPhotographers – Appendix 8.2 h emnneadCr fClrPoorpsChapter8 The PermanenceandCareofColorPhotographs o BoardofDirectors,ProfessionalPhotographersAmerica,Inc. To: July, 1980 on them. materials, anddefendingtheprofessionalphotographers fromundueblameplaced of America,Inc.introduceaplanthatwillinformthepublic astothelimitsofcolor facturers areinadequate,thenitisrequestedthattheProfessional Photographers phers ofblameinthefadingcolormaterialsavailabletothem. true expectedlifeofcolormaterials,andtopubliclyabsolveprofessionalphotogra- cifically negotiatinganadvertisingpolicythatwillproperlyinformthepublicof materials, advisingthemofthedispleasureprofessionalphotographers,andspe- sional PhotographersofAmericatoconsultwiththemanufacturerssensitized severely damaged. no faultoftheirown,andinsomecasesthereputationsphotographershavebeen burden onmembersofthisassociationandotherprofessionalphotographers,dueto and arehavingtoreplacephotographsthathavedeteriorated,causingafinancial tographers. whether amateurproducts,orprofessionalproductsproducedbypho- ers arenotfullyinformedofthispolicyandexpectlonglifefromthematerials, specifically refusetowarranttheirproducts,evenforshortperiodsoftime,consum- long lifebothincolorstabilityandphysicalstructure.Whilemanufacturers manufactured. Theconsumerhasbeenledtobelievethatcolormaterialshavea sumers oftheUnitedStatesastoimpermanencecolormaterialsnowbeing manufacturers ofcolorsensitizedmaterialshaveinadequatelyinformedthecon- departments. professionals whoselltothepublic,or,areengagedinphotographyindustrial PPA summerseminarinKerrville,Texas,July5–8,1980,andareallpracticing Association, Inc.,orotherprofessionalphotographersinattendanceattheTexas If suchnegotiationswithmanufacturersshouldfail,or,statementsfrommanu- We areaskingtheBoardofDirectorstousegoodofficesProfes- Many professionalphotographersarebearingthebruntoftheseinadequacies, While itisrecognizedthatcolordyeswill,intimefade,webelievethe We, theundersigned,aremembersofTexasProfessionalPhotographers Photographers Association of AmericabyMemberstheTexas Professional [signature sheetsattached] Telephone: 817-778-3232 Temple, Texas76501 Drawer 828 Texas ProfessionalPhotographersAssociation,Inc. Petition

This document originated at on June 6, 2003 under file name: oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 RecommendationsConcerningColorFilm – Appendix 8.3 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer I Additionalprotectionandsuggestions: II. I. Suggestions: January, 1981 From thePPofAEducationCommittee On ColorChangesinPrintsandFilms Suggestions andRecommendations Des Plaines,Illinois60018 1090 ExecutiveWay Professional PhotographersofAmerica,Inc. .Suggestedproceduresto followinthephotographer/ E. Considerationmustbegiven totheroleandresponsi- D. Colorprintsmayfadeanddeteriorate. C. Colornegativesandtransparenciesmayintimenotbe B. Thebreakthroughincolorfilmsandprintingmaterials A. .Photographersshouldurgemanufacturers tocontinue A. customer relationship: materials. bilities oftheprofessionalphotographerinusing suitable forreproduction. true tolifeandprovidepleasuresatisfaction. is providinguswithphotographsthatareaesthetic, film fadeintheir advertisingandpromotionalmaterials. specific statementsregarding the problemofprintand photographic materialsshould be encouragedtoinclude prove dyestabilityoffilmandprints. Manufacturersof research anddevelopmentof better materialstoim- .Postthesecharges–itshouldbeOKtouseper- 5. Determineyourchargesforreprintingorconverting 4. Explainnegativeretentionpracticefollowedby 3. Explainalternatives–BlackandWhite,Sepia,Oil 2. Explainbrieflythenature oftheproductsnow 1. Suggestionstothecustomer shouldbemadein 3. Itisimperativethat the manufacturers’process- 2. Theuseofthephotograph. 1. centages ofcurrentre-orderprices. to analternative. your studio. or DyeTransfer. available foruse. turer inregardtodisplayingthephotograph. accordance withtheinstructionsfrommanufac- ing andstoragerecommendationsarefollowed. Photographers ofAmericaforItsMembers and PrintFading Issuedbythe Professional were printedand copiesweresenttoallPPof A members.] [Dated December17,1980.Some 15,000copiesofthisstatement Recommendations: III. .Allfilmsandprintsmayintimedeteriorate,losecolor E. Reasonablecareshouldbetakentoproperlystoreand D. PPofAmembersmaywishtoreplacedeteriorated C. Encouragenationalandlocalassociationstocooper- B. wise exceedtheactualcostofmaterialused.” whether intortornegligence,contractother- you maysuffer,andinnoeventshallourliability, liability foranyconsequentialorspecialdamages whether blackandwhiteorcolor,wealsodisclaim fitness foraparticularpurpose.Forallphotographs, claims theimpliedwarrantiesofmerchantabilityand and colorprints,thestudioand/orphotographerdis- facturers’ specifications.Accordingly,forcolorfilm used andprocessedinaccordancewiththemanu- including colorchangesorinstabilityofthematerial sponsibility orliabilityfordefectsshortcomings ThefollowingPPofAdisclaimer isofferedforyour C. Thesubjectofdeteriorationthephotographicimage B. Explanationcardsshouldbedisplayedinyourstudio. A. “This studioand/orphotographerassumesnore- ing the“life”oftheirphotographs. photographer forrecommendationsonwaysofextend- Advise yourcustomerstoconsulttheirprofessional etc.) willdeterminehowlongafilmorprintlast. play andotherfactors(heat,humidity,UVexposure, saturation andimagefidelity.Storageconditions,dis- supplied bythematerialmanufacturers. identify theseoriginalfilmsfollowingrecommendations are printable. the originalexposureremainsinbusinessandfilms tives orfilmsorderedaslongthephotographermaking photographs. Ifso,theyshouldconsiderretainingnega- to beusedforcustomereducation. ate withmanufacturersinmakingavailablematerials actual use. review thedisclaimerwithyourlegalcounselbefore developed byPPofALegalCounsel,wesuggestyou consideration andpossibleuse.Althoughthishasbeen the customer. and materialsshouldbepartoftheinitialcontactwith Pleasure forManyYears And ShouldProvideSatisfaction and A PhotographisaTreasuredPossession 296

This document originated at on June 6, 2003 under file name: 297 pedx84 Text ofBrochureExplainingtheProblems Appendix 8.4– negatives, butwecannotprintdirectcolorportraitsfrom tives foryourconsideration. you shouldbeawareofthis,andareofferingthesealterna- degree ofchangedependsonmanyvariables.Wethink color, aresubjecttofadingandchangingofcolor.The professional photographersfortakingandprintingdirect We arefindingthatmostmaterialsavailableto fore youbuy,wearesupplyingthefollowinginformation. treasured keepsakes. member, orberemembered.Portraitsaremeantto sons, butinthecaseofportraits,becausewewanttore- life. Theseinstantsfromlifearerecordedformanyrea- to defineaphotographastherecordingofaninstantfrom chemical actionoflightetc.”We,atKriderStudios,prefer producing imagesofobjectsuponasurfacesensitivetothe photography,” andphotographyas,“Theartorprocessof tions. Portraitsaremeanttobetreasuredkeepsakes. tage aspossible,throughphotography,forfuturegenera- gation todowhatwecanpreserveasmuchofourheri- a lostgenerationofphotographs,andwefeelitisourobli- changing ofcolordirectportraits.Wecanforesee pletely honestwithourcustomersaboutthefadingand developed overtheyears,thatwefeelhavetobecom- tions ofbabies,plusgrandparentsandgreatgrandparents. generation ofweddings,andoursecondthirdgenera- since May,1947.Wearenowphotographingoursecond h emnneadCr fClrPoorpsChapter 8 The PermanenceandCareofColorPhotographs Since wecanprintblackandwhiteportraitsfromcolor Because KriderStudiosrespectsyourrighttoknowbe- Webster definesaphotographas,“Apicturemadeby It isbecauseofthemanyclosefriendshipsthatwehave Krider Studios,Inc.hasbeeninbusinessLawrenceburg Krider StudiosofLawrenceburg,Indiana of ColorPrintFading SuppliedtoCustomersby “no obligation”evaluation. Bring yourphotographstoKriderStudios,Inc.nowfora them copiedandrestoredbeforeexcessivefadingoccurs. graphs thataredeteriorating,nowisthetimetohave terms astheyarewritten. without legalrecourseandextendsnofurtherthanthe is notsubjecttoarbitration,andprovidedasaservice tographs mustbepaidinadvance.ThisLimitedWarranty Krider Studios,Inc.andthechargesforreprintingpho- replacement orderwillbecompletein60days.” negatives areavailableandinaprintablecondition.This 75% ofthecurrentreorderprice,providingoriginal Studios, Inc.,215WalnutStreet,Lawrenceburg,Indiana,at prints, willbereplacedtotheoriginalpurchaser,byKrider in anywaybecomelost,stolenordestroyed,theprint, time, anyphotographstakenbyKriderStudios,Inc.should fore willbewarrantedagainstanychangeincolor.If dyes, mayintimechange.Neitherfilmnorprintsthere- states, “Thedyesusedincolorfilmsandprints,likeother by KriderStudiosarecoveredaLimitedWarrantythat will beyours. We urgeyoutodiscussthiswithourstaff.Thedecision portraits fromeithercolororblackandwhitenegatives. we canmakeblackandwhite,browntone,oroilcolored For thoseofyouwhowishamorepermanentphotograph, wish alloraportionofyourorderprintedindirectcolor. color film,unlessotherwisespecified,forthoseofyouwho black andwhitenegatives,yourportraithasbeentakenon May wesuggestthatifyouhaveanytreasuredphoto- Damaged orfadedphotographsmustbereturnedto We retainallofournegatives,andphotographstaken Lawrenceburg, Indiana47025 215 WalnutStreet Krider Studios,Inc.

This document originated at on June 6, 2003 under file name: will seecompetitive changesinthefuture! they willlistentothedemands ofthemarketplace,andwe good friendsatKodakarebetter thanever.Webelieve puter software.Thechannels ofcommunicationwithour materials, colorpaper,film,production hardware,andcom- many productsfromKodakin theareasofblackandwhite dak willcontinuetobeamajor suppliertoH&H.Webuy arship grants. pher includingincreasededucationalprogramsandschol- to increasingtheirsupporttheprofessionalphotogra- representatives ofFujiFilmUSAandtheyhavecommitted tographer overtheyears.Wediscussedthisconcernwith that Kodakhasprovidedsupporttotheprofessionalpho- or observationsyouwantedtoexpress.Somecommented ing Januaryof1991. duction facilitiestothenewFujicolorSuperFApaperdur- responses, wewillbeconvertingatleast85%ofourpro- ferred theoverallqualitylookofFujipaper. with whichtheycouldproduceaccuratecolorandpre- positive supportfortheFujipaper.Theyenjoyedease important issue. as long)andfeltthetimelongoverduetoaddressthis tended displaypermanenceoftheFujiproduct(nearlytwice less ofthemanufacturer. that H&Hshouldpursuethebestqualityproductregard- as follows: polled respondedtoourquestionnaire,andtheresultsare to manyofyourequestingyouropinion.Over50%those sets ofprintsmadewithboththeKodakandFujipapers] September, mailedtestresultsandsampleprints[matched We thoroughlytestedthispaperformanymonthsandin factured byFuji,FujicolorProfessionalPaperSuperFA. quality, service,andprice. a betterproductconsistentwiththeH&Hobjectivesof quality actuallydeclined.Therefore,webeganasearchfor though thechemicalprocesswasimproved,overallprint our opinion,aswellmanyofcustomers,thatal- and processinFebruary1990.Sincethattimeithasbeen new industrystandard,andH&Hswitchedtothispaper sional paperandhighspeedRA-4chemicalprocessasthe Dear Customer, Text of1990LetterfromH&HColorLab,Inc.toIts Appendix 8.5– oo rn aigadtePoesoa otatadWdigPoorpe Chapter8 Color PrintFadingandtheProfessionalPortraitWeddingPhotographer Some alsoexpressedadesireto“buyAmerican.”Ko- In ourquestionnairewewelcomedanyspecialcomments Based onourresearch,testresults,andyour“yes” • H&Hproductionemployeeswereunanimousintheir • Anoverwhelmingmajoritywerepleasedwiththeex- • 93.9%ofthe263photographersrespondingvoted“YES” This searchledustoanewRA-4compatiblepapermanu- In 1990KodakintroducedtheEktacolorPortraProfes- Portra Paper toFujicolor Professional Paper Customers AnnouncingtheChangefromEktacolor of quality,service,andprice. continue topursueandprovideyouwiththebestbalance negative paperavailableintheworldtoday,andH&Hcan photographs printedonthebestandlongestlastingcolor sional SuperFApaper,yourcustomerswillreceivetheir pursue qualitywhereverwefindit.WithFujicolorProfes- product intheindustry.Youhavegivenusamandateto feel flatteredandevenmorededicatedtoprovidethefinest appreciate thekindwordsyouexpressedaboutH&H.We respond insuchhighnumbers,thankyou!Weespecially prove ourindustry. Kodak workinghardtowinourbusinessandhelpusim- lab andthephotographernowhavebothFujiUSA dependent studiophotographer,andyourcustomer.The free enterprisesystemworkingandbenefitingyou,thein- marketplace. WearewitnessingthisprincipleoftheAmerican To thosewhotookthetimetostudyinformationand We allknowgoodandfaircompetitionishealthyforthe Fax: 816-356-7950 Toll Free:800-821-1305 Telephone: 816-358-6677 Raytown, Missouri64133 8906 East67thStreet H&H ColorLab,Inc. December 29,1990 Wayne B.Haub,President Sincerely yours, 298

This document originated at on June 6, 2003 under file name: