Sometimes, your sampled color may appear different compared to the sample surface. There are many reasons why this may occur.
Your Cube may not be calibrated properly.
The first step is to make sure you have successfully calibrated your Cube (follow the steps here). If you have the latest version of the iOS or Android app running, a calibration status bar will indicate calibration progress. Please only remove Cube from the calibration cap once fully complete.
You are comparing screen colors against physical colors
If you are visually comparing a sampled color on a screen to a physical sample, you must keep in mind that the color of a screen (through light emission) will never appear exactly the same as the color of a surface (through light absorption). This is true whether or not the screen has been calibrated.
The Cube Companion App and Cube Link both provide an approximation of the sampled color on a screen - this should not be used as an accurate indication of surface color.
To use your captured color, it's best to use the raw color values or palette matches.
You are scanning a surface which is hard to measure
Cube uses an internal light source and detector to read color, and this means some surfaces can't be captured very well.
For example, Cube doesn't perform optimally on surfaces which contain fluorescent inks (common in certain fabrics, post-it notes etc).
For a more comprehensive list of surfaces to avoid click here.