Stop Making Your Logos Brighter. The HDR Brightness War Has Begun.

You’ve probably noticed it while scrolling through LinkedIn lately. You’re reading a post, maybe digesting some industry news, and suddenly an ad or a logo hits your retina like a flashlight beam in a dark room. It’s brighter. Whiter. Aggressively more present than anything else on your screen.

You aren’t going crazy. You are being manipulated.

A new trend is quietly sweeping across social media, and it relies on a technical loophole in modern displays. By embedding a “gain-map” into a standard JPEG, marketers can force your HDR screen—like that shiny new MacBook Pro—to display their logos at maximum, eye-searing brightness. It’s a neat technical trick, but it’s also the opening salvo in a deeply toxic arms race.

Attention is the internet’s currency, and the hackers have just found a brighter way to steal it.

If this sounds familiar, it should. We’ve been here before. Back in the 90s and 2000s, the music industry engaged in the “loudness wars,” mastering tracks at maximum volume so they would stand out on the radio. It didn’t matter that the audio quality degraded into a distorted, unlistenable mess. All that mattered was being louder than the next guy.

Now, we’re doing it to our eyes. One commenter on a recent Hacker News thread saw a green oval button so blindingly bright that the rest of the white screen felt dull and gray by comparison. The human eye is evolutionarily wired to look at the brightest thing in its field of vision. The marketers know this. They are quite literally hacking your biology.

Right now, LinkedIn is one of the only platforms not stripping out these HDR metadata tricks. But it won’t stop there. Soon, every brand, every advertiser, and every desperate content creator will be cranking the brightness on their assets to eleven.

When everything is bright, nothing is. When everything screams, no one is listening.

This is the ultimate tragedy of the attention economy. The desire to stand out inevitably leads to the collective degradation of the user experience. We saw it with pop-ups. We saw it with auto-playing video ads. We see it now with ad blindness, where users subconsciously filter out entire sections of a webpage because they’ve been burned by intrusive marketing too many times.

If you are a designer, a marketer, or a creator thinking about using these HDR gain-maps to make your logo pop, I am begging you: don’t. You might win a split-second of attention today, but you are actively participating in the destruction of the medium you rely on. You are the guy at the party who yells over the music until everyone leaves.

Eventually, the platforms will have to step in. Just as browsers introduced pop-up blockers, social networks will be forced to strip HDR metadata from uploads just to preserve basic usability. But until then, we are staring down the barrel of a brightness war where our screens become an exhausting barrage of neon noise.

Your screen isn’t a canvas; it’s a billboard, and the advertisers are turning up the voltage until the whole thing catches fire.

We have to stop normalizing visual manipulation. If a brand has to blind you to get your attention, their message isn’t worth reading in the first place.