Metamerism has a damaging impact on the brand image due to the creation of a visual color mismatch. When a product, approved under standard light, appears inconsistent or low-quality under store or household lighting, it conveys a sense of poor manufacturing to the consumer. This failure in Color Constancy, especially in luxury packaging, severely undermines customer trust.

This perceptual color discrepancy can directly lead to customer complaints and a higher rate of product returns. Consultants advise that brands must adhere strictly to objective measurement protocols, as this is the only way to avoid these costly consequences and guarantee that the brand's commitment to quality is consistently realized.