A methodology for achieving brighter, more colorful colors and deeper, darker colors based on Evans' zero gray (G(0)) [described in The Perception of Color] and his concept of brilliance as a percept in color vision was demonstrated and tested psychometrically in media produced under current digital video and digital cinema standards-basically the sRGB set of primaries. Objects or surfaces in a scene represented in sRGB as having gray content in the Evans sense are rendered as original. Flesh tones are preserved. Those features not having gray content-a highly colorful arrangement of flowers, a clear blue sky, and the glossy red lipstick of a beautiful lady-are made brighter, more colorful and deeper, darker when rendered in a set of primaries that emulate, for example, the xvYCC-encoded standard and whose colors extend beyond those of sRGB-an expanded gamut, if you will. In all but the most-aggressive application, versions of scenes where this methodology was applied were consistently preferred over the sRGB version across 10 representative scenes and 17 observers. (C) 2010 Wiley Periodicals, Inc. Col Res Appl, 36, 255-265, 2011; Published online 23 June 2010 in Wiley Online Library (wileyonlinelibrary.com). DOI 10.1002/col.20621