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商业 - 科技

OLED屏能否助三星挽回颓势?

Kevin Purdy 2014年11月18日

由于旗下多款智能手机和平板电脑使用OLED显示屏,韩国三星集团无疑是这种技术的霸主。但问题来了,OLED超艳丽的色彩对三星设备的销路究竟有益还是有害?

    然而在现实中,许多行业权威反馈的情况却恰恰相反。科技生活网站The Verge的编辑迪特尔•波恩表示,Galaxy Tab S的显示屏颜色“在我看来仍然有过于饱和的倾向”,不过他补充道:“但和前几年相比,三星还是显著改善了失真的情况。”硬件网站Anandtech在一篇对Galaxy S5总体还算比较正面的评测中指出,这部手机在“色彩平衡上还存在稍微偏绿的小问题”。实际上,用户似乎也认同AMOLED显示屏的颜色要更加生动。至于这些颜色在实际生活中怎么样,是否还像显示屏里那样自然或饱满,那就是另一回事了。

    三星可能对色彩饱和度问题很敏感,因为一位主要竞争对手曾经公开抨击过这个问题。苹果公司CEO蒂姆•库克曾于2013年2月在高盛(Goldman Sachs)投资人大会上指出,OLED屏幕的“颜色饱和度太糟糕了”。他还称:“如果你想在网上买东西,而且你想知道它是什么颜色……在你根据OLED屏幕上的颜色做决定前,最好再慎重考虑一遍。”

    AMOLED之所以会被揪住这根辫子,部分原因恰恰和它一个看似优势的因素有关。AMOLED技术的色域比其它显示技术更宽。目前大多图像的颜色还限制在已经有18年历史的RGB标准里,但是AMOLED在技术上可以远远超越这个色域,而且三星也经常允许它“超纲发挥”。三星的有些设备提供了颜色校正模式。但大多数情况下,三星允许显示屏的颜色更加醒目和饱满,尤其是在可见光谱的红色部分。

    在评测完Galaxy S5手机后,视频设备评测师埃里卡•格里芬表示:“这些颜色在我看来很不舒服,但是你喜不喜欢这种效果则取决于你自己。我明白三星在追求一种吸引眼球的效果,以吸引人们的注意力……对于有些人,它看起来是挺漂亮的,但在另一些人看来却觉得很难受。”

    此外,在你使用设备的过程中,这种色彩的感觉可能还会有所变化。OLED显示屏用来发蓝色光的有机材料衰减得很快,远远超过红色或绿色。一旦它开始衰减,总体的颜色平衡就会产生变化。三星和其它设备厂商也想了一些办法解决这个问题,比如把蓝色像素的尺寸增加一倍,但目前这个问题仍然没有彻底解决。

    一位三星发言人表示,三星最新推出的Quad-HD Super AMOLED屏幕具有“沉浸式观赏体验、很高的对比度,而且有比竞争对手更广的色域”。前文提到的Galaxy Tab S平板电脑内置了一块用于稳定颜色的专用芯片。科技网站Anandtech表示,在最基本的设置上,它基本达到了预期效果。

    显示屏的颜色显示对于移动设备是非常重要的,尤其是它必须要满足用户的预期。我们都知道Twitter的Logo是天蓝色的,如果用户和营销人员发现自己手上的设备显示的Logo带点绿色,非抓狂不可。LCD显示屏当然也并非毫无进步,如今的LCD屏幕也变得更薄、更明亮,分辨率也变得更高。不过IHS公司的贾克汉瓦指出,消费者选择一款移动设备时,看重的并不只是色彩、电池寿命或厚度。

    她表示:“这个行业的胜者不仅要有很好的显示技术,还要有很好的总体性能。没有人真的会因为‘我用的是最亮的平板电脑’或者‘我的颜色更真实’而感觉良好。最终造就一款显示屏和设备的,是一系列功能的组合。”这可能解释了为什么三星及其AMOLED研究团队还需要更多时间来解决屏幕发红问题。(财富中文网)

    译者:朴成奎

    In reality, this is the opposite of what many industry pundits claim. The colors displayed on Samsung’s Galaxy Tab S, according to Dieter Bohn, an editor for the tech-lifestyle website The Verge, “still tend to look over-saturated to my eyes,” though he added that “Samsung has toned things down considerably from years past.” In an otherwise positive review of a newer Galaxy S5 smartphone model, Anandtech, a computer hardware site, made note of “minor issues with excessive green in the color balance.” In essence, people seem to agree that the colors of AMOLED displays are more vivid. Whether or not those colors are natural or accurate based on what the eye would see in real life is another matter entirely.

    Samsung may be sensitive to accusations of color problems because one of its main rivals is on record about it. Apple CEO Tim Cook told a Goldman Sachs investors’ conference in February 2013 that “the color saturation is awful” on OLED displays. He added: “If you ever buy anything online and you want to really know what the color is . . . you should really think twice before you depend on the color of the OLED display.”

    Part of the issue has to do with a seeming strength of AMOLED technology. It can create a wider range of colors than other display technologies. While the colors of most images are limited to fit inside the 18-year-old sRGB color gamut, AMOLED screens can technically reach far beyond that range, and Samsung often lets them. Some Samsung devices offer a display-correcting “mode”— “Professional Photo” is one—but for the most part, Samsung allows colors to run bolder and more saturated, especially in the red part of the visible spectrum.

    “The colors look really off to me, but it’s up to you whether you like this effect or not,” says Erica Griffin, an in-depth video device reviewer, in her take on Samsung’s Galaxy S5. “I know Samsung is heading for an effect that’s eye-catching, to get people’s attention . . . For some people, that looks pretty, and for others it’s just an eyesore.”

    It’s also a look that may change as you use your device. The organic materials used to make blues in OLED displays wear out far more quickly than the reds or greens. As they start to wear out, the overall balance of color shifts. Samsung and other device makers often try to correct for this—for example, by making blue sub-pixels twice as large—but it remains an unsolved issue.

    A Samsung spokesperson pointed to the company’s latest displays, dubbed Quad-HD Super AMOLED, as having “an immersive viewing experience with a high contrast ratio and a wider color range” than the competition. The Galaxy Tab S featured in the aforementioned ad has a dedicated chip in it that can stabilize colors. At its most basic setting, tech site Anandtech says it mostly has the desired effect.

    Colors are important on mobile devices for one overarching reason: managed expectations. Knowing that Twitter uses a sky blue color for its logo, it can be jarring for users and marketers alike to see a version with a tinge of green. LCD display technology certainly is not standing still—displays are becoming thinner, brighter, and even more high-definition. But IHS’s Jakhanwal notes that it is more than just colors, battery life, or thinness that gets a device into buyers’ hands.

    “The winners are going to be the device that has not just superior display technology, but superior overall performance,” she says. “Nobody is really going to feel good that, ‘Now I have the brightest tablet,’ or ‘Now my colors are more real.’ It’s a combination of features that make the display and the device.” Which may be good reason for Samsung and its market-moving AMOLED research teams more time to move its displays out of the red.

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