The present invention relates to digital watermarking. In one implementation, a system is provided to read a digital watermark from digital imagery which includes data representing a number of pixels. Each pixel of the number of pixels is defined by a set of values representing color components of the particular pixel. The digital watermark is embedded in the digital imagery through modifications to at least some data representing the digital imagery. The system includes a filter to calculate values of pixels along a preferred projection axis, the preferred projection axis corresponds to a direction of embedding determined based on color characteristics of at least some pixels associated with the digital imagery; and a digital watermark reader which operates on values calculated by the filter. Other implementations are provided as well.