As a photographic tool the grey card has one job; display an exact mid grey that gives a photo a correct exposure and colour correction. The card is a visual norm that guarantees a visual resemblance between the object and the image. The grey card embodies the illusion that reality can be depicted.
But as we fail to depict an object, we invent new realities.
The installation visualizes the colour variations found amongst grey cards in the physical and digital world through sculptural color swatches of real grey cards and a screen installation on which colour samples of digital grey card’s (product photography) pulsate.
These mid grey tones are both non-existent and very real; they visualise a hyperreality where objects and images trick us into thinking they’re real – becoming a model for reality. The work disconnects the viewer from a point of reference – leaving him questioning what he perceives to be real as the grey card is no longer a norm in itself, but its own imitation.
The development of this project was possible with the financial support of Stichting Stokroos.