18% gray reflects 18% of the light that falls on it. This means it reflects less light than a white object (which might reflect around 90%) but more than a black object (which might reflect only 5%). In photography, this gray serves as a reference point for exposure and color balance.
18% gray is perceived by the human eye as "middle gray" — a tone that lies exactly between black and white. It's interesting that we perceive 18% and not, say, 50% gray as the middle, neutral tone that is neither too bright nor too dark.
Cameras are calibrated to assume that an average scene reflects about 18% of the incoming light. This serves as the starting point for exposure measurements. At least, it used to be. Modern cameras now use a variety of techniques (matrix metering, automatic scene recognition, sometimes hastily labeled as AI, and HDR processing in the background) that go beyond this simple approach to achieve more accurate and appealing exposures.
A common misconception is that every photo should average out to 18% gray. This is not true. I, too, fell for this misunderstanding for a long time and found it always strange and unrealistic that all images should have a similar average value.
The 18% standard refers to the camera's exposure metering, not the content of every photo.
One remarkable aspect of this topic is that many natural scenes reflect about 18% of the incoming light on average. This value offers a good compromise for a variety of scenarios. Only in extreme lighting situations (very bright or very dark) do photographers need to manually adjust the exposure.
For accurate white balance, 18% gray cards are still a useful tool today, and anyone involved in product photography should be aware of them.
In image editing, for example, when color grading scenes shot under different lighting conditions, 18% gray serves as a neutral reference point for color and tone adjustments.
For nerds
Here is a small tool that allows you to analyze an image. The analysis happens locally, so you are not uploading the image to my server; it is analyzed directly in your own browser. The tool outputs the average gray value (which has nothing to do with the 18% Gray reflection of scenes as described above), the average RGB color, and the five dominant RGB colors of your image. Nice, isn't it?
Advanced Image Analysis
Choose a JPG or PNG from your drive for a quick color analysis in your browser.