How to Deal with Customer Complaints of Shade Variations in Tiles

The variation of color, texture, and tone between individual ceramic tiles is properly called ‘color shade variation’ . Variation in color and shade is an inherent characteristic of any fired tile and rather than being a problem can actually enhance the character and beauty of the finished project, however many customers want absolute consistency and this leads to complaints.
 
The key point is that shade variation should be noticed before tiles are laid. Let me tell you a story that happened in our company.
 
We went to visit a client on site following a complaint. The client showed us the laid tiles and asked
   “Can you see it? There’s variations in shade all over!”
 
Mike agreed;
   “Yes I can see it clearly. Can you see it too?” He asked, turning to me.
   “Oh yes I can see it.” I replied
 
He then turned back to the client;
   “So if we all agree that we can see it, why couldn’t your tiler see it?”
 
This comment put the conversation back on an even footing. Even if there were excessive variations in the batch it is the tiller's responsibility to check for variations before fixing the tiles

All tile disclaimers contain the warning that prior to any installation, the tiles should be approved by the customer. No claims for shade or texture variation will be honored after installation. The shade number is marked on the boxes. National standards and codes of practice all insist that boxes be mixed and tiles be dry-laid under good lighting conditions to ensure tonality is mixed. Variations are classed as follows:
 

• V1 UNIFORM APPEARANCE - Minimal to no difference among pieces from the same production run because each ceramic tile is manufactured using the same glaze applications and body texture. 
• V2 SLIGHT VARIATION - Distinguishable differences in texture and/or pattern within similar colors.
• V3 MODERATE VARIATION -Though the colors present in a single piece of ceramic tile may indicate the colors to be expected on other tiles, the amount of colors on each piece might vary significantly.
• V4 RANDOM / DRAMATIC VARIATION - Random color variation from tile to tile, so that one ceramic tile may have a totally different color from that on other tiles. Thus, the final installation will be unique which may well be the effect the customer is aiming for.

Shade variation is inherent in all tile products, including porcelain, glass & ceramic simply as a result of the manufacturing process such as miniscule changes in temperature or fractional differences in glaze composition.

The color shade varies to some degrees in pieces of ceramic tile, in every style and from each production run. You should review several pieces of the same style of ceramic tile from the same production to decide for acceptable color shade variations. A final point, remember that shades of color are seen differently on computer monitors and therefore customers should request a sample before making a final selection or purchase.

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