photoshop maybe? I have seen some coin sellers add filters to coins to bring out details and it alters the colors. If you look at all of his auctions it looks like they were all shot on the same white or grey background, but each one looks a different color depending what coin is on it. I think honestly it is a filter. If it were a gold colored penny, he would have listed that it was a gold colored penny.
(Although, I have before, and will be wrong again...)
I looked at his other stuff and the color is pretty consistent for lincoln cents and his other bronze medals. I think it's a white balance (and other adjustments) he uses as a preset to optimize the look of his bronzes. IMHO
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