2024 The Frame Receives First Pantone® Validated ArtfulColor Certification for Colour Fidelity

January 16, 2024
Share open/close
URL copied.



LONDON, UK – January 16, 2024 – Samsung Electronics Co., Ltd. today announced that its 2024 edition of The Frame has earned Pantone Validated ArtfulColor certification from Pantone[1]a globally renowned authority in colour standards. This certification highlights The Frame’s advanced adaptive colour technology, which ensures an exceptional colour reproduction capability that meets Pantone’s rigorous standards for authentic colour that is nearly indistinguishable to the human eye under standard lighting conditions.


“Consumers are expecting more out of The Frame,” said Yongjae Kim, Executive Vice President of the Visual Display Business at Samsung Electronics. “Our aim is to always provide the best possible customer experience, and in the case of The Frame, this is accomplished by giving users a display that portrays art in a way that is true-to-life. We’ve achieved this with the Pantone Validated ArtfulColour certification and will continue to work towards optimising the viewing experience further.”


Pantone Validated ArtfulColor evaluates if displays can faithfully simulate a range of physical Pantone Color cards and Pantone SkinTone colour cards under CIE[2] standard illuminant D65, which portrays illumination that is more-or-less equivalent to that of the average midday light in Western or Northern Europe. The Frame is the world’s first display in the industry to meet this stringent validation, reaffirming Samsung’s leadership in colour fidelity that was first recognized by previous Pantone Validated status across all QLED TVs in 2022.[3]


“After evaluating Samsung The Frame in standardised ambient lighting, we were very pleased with the high quality of the on-screen Pantone colour reproduction,” said Iain Pike, Senior Global Director of Product and Licensing at Pantone.  “These results are duly reflected in the award of the world’s first television to earn the Pantone Validated ArtfulColor designation. Visually, we can also confirm the lifelike quality of the displayed colours and skin tones compared to the physical swatch cards, as observed by our technical team during the evaluation process. This is a truly unique, value-added capability of Samsung The Frame we tested.”


The Frame’s Art Mode is specifically designed to exhibit artwork and photographs with true-to-life colours under standard lighting conditions such as at homes or galleries. It offers viewers an immersive and authentic art viewing experience by intelligently adjusting brightness and hues to optimise the image for ambient lighting conditions.


Leveraging Samsung’s cutting-edge QLED display technology, The Frame has previously received Pantone Validated and SkinTone Validated approvals for its precise emissive rendering of the full gamut of Pantone SkinTone colours and the vast spectrum of all 2,390 colours contained within the Pantone Matching System (PMS). The Frame also comes with a Matte Display — which significantly reduces glare and reflections — bringing the extensive collection of approximately 2,300 artworks from the Samsung Art Store to life.


For more information on The Frame, visit http://samsung.com.


[1] Pantone company provides a universal language of color, called Pantone Matching System(PMS), that enables color-critical decisions through every stage of the workflow for brands and manufacturers.

[2] Commission Internationale de l’Éclairage, or International Commission on Illumination, in English.

[3] https://news.samsung.com/global/2022-samsung-qled-and-lifestyle-tvs-recognized-by-top-global-certification-institutes-for-eye-comfort-safety-and-color-accuracy

Press Resources > Press Release

Products > TVs & Displays


  • CES-Pantonecertification_1-e1705399159598.jpg

  • CES-Pantone-certification_vertical-1.jpg

  • Pantone-Validated-ArtfulColor-logo.jpg

For any issues related to customer service, please go to samsung.com/uk/support for assistance.
For media inquiries, please contact seuk.pr@samsung.com.

Check out the latest stories about Samsung

Learn More

Manage your cookies

We use cookies to improve your experience on our website. Manage your settings for our cookies below.

Strictly necessary cookies (essential)

These cookies are essential as they enable you to move around the website. This category cannot be disabled.

Cookie Domain Purpose
AWSALBCORS news.samsung.com AWS Application Load Balancer Cookie. Load Balancing Cookie: Used to map the session to the instance. Same value as AWSALB.
AWSALB news.samsung.com Application AWS load balancer first receives a request from a client, it routes the request to a target, generates a cookie named AWSALB that encodes information about the selected target, encrypts the cookie, and includes the cookie in the response to the client.
PHPSESSID news.samsung.com The PHPSESSID cookie is native to PHP and enables websites to store serialised state data. On the Action website it is used to establish a user session and to pass state data via a temporary cookie, which is commonly referred to as a session cookie. As the PHPSESSID cookie has no timed expiry, it disappears when the client is closed.
COOKIECONSENT news.samsung.com Used to store the cookie consent status of the user.

Analytical or performance cookies (optional)

These cookies collect information about how you use our website, for example which pages you visit most often. All information these cookies collect is used to improve how the website works.

Cookie Domain Purpose Expiration Time
_ga .samsung.com Used to distinguish visitors to site. It registers a unique identification in order to gather statistical data about how a visitor uses the Website. 1 year
_ga_94BEG50BVX .samsung.com Used to persist session state. 1 year