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The Evolution Of Lenses


HNCS: Hasselblad Natural Color Solution

This background article describes the benefits of the Hasselblad Natural Color Solution, plus what lies behind it's development.

AF-T Quick Start Guide

The H4D has a new button on the back of the camera labelled True Focus. This replaces the AE-L (Auto Exposure Lock) button as seen on previous models. The AE-L button is now in the position of the USER button.

Using True Focus

True Focus is primarily intended to relieve a situation caused by wanting to use auto-focus while having to continually make compositional changes. To be able to exploit True Focus correctly, a few important points should be considered in order to obtain a full understanding of how and when to use it.

Where does True Focus add the most

The True Focus mode in the H4D camera is a refinement of an already very precise autofocus system. It will allow focus to be locked at a part of the subject and if the photographer decides to recompose the image, the camera will calculate a necessary focus correction to keep the area of interest still in focus.


New High-End DSLR with revolutionary True Focus. The revolutionary new True Focus technology helps solve one of the most lingering challenges that faces serious photographers today, true, accurate focusing throughout the image.

The Evolution Of Lenses

What makes a fine lens? Read about the Hasselblad modern lens design in this article and see how a great 20th century lens design makes for a fine lens even today. What are the differences between the C-type and HC/HCD-lenses, and how do comparable lenses compete head-to-head?

Into the big wide open

The HCD 28mm lens in the H series represents Hasselblad’s full entry into extreme wide-angle photography. See an in-depth review of the results.

Master of light and shadow

Working with CGI, the High Dynamic Range Imaging (HDRI) is designed to show all the tonal values in a picture, from the brightest lights to the darkest shadows.

Multi-shot stands out

Hasselblad’s exclusive multi-shot products, the H3DII-39MS and the CF-39-MS digital back use the latest in technology to achieve superior resolution, detail, and color. Check out what this does to art reproduction and high-end product shooting.

Shutter at high sync speed

In the age of mega-pixels and color spaces we often take the basic components of camera technology for granted. See the extra benefits available when working with a central shutter camera.

Images don’t start in the back

The lens is the first, and perhaps most important, step in the technical side of the photographic process. Hasselblad’s extensive lens line includes a ton of great options - and the new superstar lens isn’t even a real lens: The HTS 1.5 adapter makes it possible for tilt and shift with 5 lenses. Read the full story here.