X-Rite targets ‘prosumers’ with ColorMunki Version 1.1

Kentwood-based X-Rite Inc. expects to tap new markets by releasing version 1.1 of its ColorMunki photo and design software. ColorMunki works with design programs like Corel, QuarkXPress and Photoshop to assist users in managing the colors in their projects and designs.

X-Rite especially sees potential for growth with users it describes as “prosumers,” or non-professionals who are too advanced in their skills to be considered pure amateurs.

“It’s not going into an entirely new market, because there is some fluidity within the photo market,” says Iris Mangelschots, X-Rite’s vice president of sales and marketing. “For the prosumer, they have a tendency to emulate the professional.”

Brad Freiburger, X-Rite’s interim chief financial officer, declines to speculate about specific job growth numbers, especially given the recent state of the economy. Even so, he expresses confidence that the new version of ColorMunki would strengthen the company’s position.

“We certainly are optimistic this product, along with some of our other products, is going to help us in that regard,” Freiburger says.

Defined by Mangelschots as amateur photographers who spend more than $1,000 a year on camera accessories, prosumers are expected to embrace ColorMunki 1.1 because of their heightened interest in the presentation of their work.

“For these guys, it’s really important to create good quality images,” Mangelschots said. “For them, it is a hobby art. They spend a lot of time and a lot of money.”

Version 1.1 allows users to exercise more precise display control, including the adjustment of light functionality when color matching from display to display. Specific features include better and more precisely controlled display luminance, user-defined ambient light levels, better display contrast and brightness workflow.

Source: Iris Mangelschots and Brad Freiburger,  X-Rite Inc.

Deborah Johnson Wood is development news editor for Rapid Growth Media. She can be contacted at [email protected].