Not only are displays getting more complicated and harder to understand, but the competition between manufacturers has gotten so brutal that marketing gimmicks—ploys that exploit the average consumer’s technical ignorance—are playing an increasing role in driving sales. The goal of this article is to point out and explain some of the most important myths, misconceptions, and misunderstandings about display technology. Much of what you’re going to read is like the classic tale of The Emperor’s New Clothes. What you’ve been told about the latest and greatest thing really isn’t there, or better, or meaningful, or even visible.
In the following pages, I’m going to discuss user controls, contrast ratios, pixel response time, and color gamut. These topics comprise just a portion of what a savvy consumer needs to know, so we’ll be addressing other confusing display topics in future issues of the magazine and on MaximumPC.com. But for now, let’s just start our journey with what should be the best question to ask before buying a new display: “What are the most important manufacturer specs to compare?” Unfortunately, the answer is none, because they’re all exaggerated marketing specs rather than objective scientific specs. The only specs that are useful and meaningful are those in reviews that evaluate every display with the same consistent methodology—like the reviews in Maximum PC.
Confusing Users with User Controls
One reason why most consumers don’t understand their monitors and TVs is because some of the most important user controls have misleading and technically incorrect names. No wonder folks can’t figure out how to adjust them. In fact, they misadjust them, and then usually just leave them misadjusted permanently. Here are some highlights—well, lowlights really—of inane user-control engineering.
When Brightness Isn't
On mobile displays with only a single user control, the control labeled “brightness” does in fact actually control the brightness of the image on the screen by increasing or decreasing the backlight intensity. However, on most monitors and TVs, the control labeled “brightness” does not control the brightness. It actually controls the signal-level setting for black on the display, which indirectly has a minor effect on brightness.
Contrast? Not So Much
The control labeled “contrast” has absolutely no effect on image contrast. It actually controls the brightness of the image, by increasing or decreasing the amplitude of the video signal. Monitors and TVs really should have a true contrast control, but the closest you’ll find on some HDTVs is an obscure control labeled “gamma,” and I have yet to see one that works properly."
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