5
Unique Hasselblad Natural Color Solution
In the past, color management solutions have imposed limitations on professional digital pho-
tographers, because of the need to choose a specic color prole to suit a specic job in order
to capture various skin tones, metals, fabrics, owers, etc. Hasselblad has helped solve this
dilemma, with the development of a single powerful color prole to be used with its Phocus
imaging software. Working with the new Hasselblad Natural Color Solution (HNCS) enables
you to produce outstanding and reliable out-of-the-box colors, with skin tones, specic prod-
uct colors and other dicult tones reproduced easily and eectively.
Instant Approval Architecture
Limitless digital image capture loses some of its potential if the photographer cannot quickly
review and select the best images to present to the client. Building on the success of its Audio
Exposure Feedback technology, Hasselblad has created Instant Approval Architecture (IAA),
an enhanced set of feedback tools, designed to liberate the photographer to focus on the
shoot rather than the selection process. IAA triggers audible and visual signals for each image
captured, notifying the photographer immediately of its classication status. The information
is recorded both in the le and in the le name, providing a quick and easy way to classify and
select images, in the eld or in the lab. The Hasselblad Instant Approval Architecture brings
automated image classication into your digital workow from the split-second of capture.
IAA is a Hasselblad trademark and Hasselblad has a patent pending on the invention. Large
enhanced display screens on the new Hasselblad products provide a realistic, high quality and
perfect contrast image view, even in bright sunlight, to allow instant on-site image approval.
3FR format
In order to incorporate our new unique HNCS feature we have developed a custom Hasselblad
raw le format called 3F RAW (3FR). The new 3FR le format is designed to ensure that images
captured on Hasselblad digital products are quickly, eectively and safely stored on the avail-
able media. This le format includes lossless image compression, which reduces the required
storage space by 33%. The 3FR le denes the colors in the Hasselblad RBG color space with
its out-of-the-box quality, and used in conjunction with Phocus it removes both the need for
experimenting with dierent color proles to obtain optimal colors and the need for selective
color corrections.
Phocus
Phocus oers an image processing workow with the highest degree of control for the studio
photographer. In tethered operation, tools like overlay masking help bring
productivity to advanced set composition. Phocus processe the raw 3FR les generated by the
Hasselblad 503CWD and CFV. It runs natively on both Macintosh and Windows platforms and
is licensed to allow you to provide free copies for all your co-workers and production partners.
DAC
Images captured with a CFV unit and selected Carl Zeiss C series lenses can claim the tremen-
dous benets of DAC. This feature, incorporated in Phocus, makes lens model-specic correc-
tions to ensure the ultimate image quality.
Your new Hasselblad camera provides access to the Hasselblad potential. The realization of
this potential is only dependant upon your skill, care and judgement as a photographer. We
wish you great success and welcome you to Hasselblad, the most comprehensive medium-
format system in the world.
The supreme Hasselblad potential is there, it’s up to you to exploit it!