Please note that every single LG OLED from 2017 uses the same panel type and system on chip. So these settings will give the same result regardless of the model you own, be that the B7, C7, E7 and so on.
These settings match a European C7 (Danish to be specific), but they should work well for all regions. I don’t expect there to be much, if any, difference.
The point of these settings is to get as close to a correct and natural looking image as possible. One that doesn’t add hideous sharpening, blows the colours way out and comes as close as possible to a proper white, without the need to do a proper calibration.
These three profiles should cover all needs. Everything has been adjusted according to test patterns, and on my own TV I have calibrated using the D65 standard with an i1 Display Pro colormeter to get as close as possible to an objectively correct image.
Unfortunately, no two panels are the same, so there would be little point in posting my advanced calibration settings here, as it would more than likely not work well on other screens. A calibration requires advanced tools, you cannot trust your eyes to achieve perfect white balance and colors, so don’t mess with those settings.
The difference between a fully calibrated screen and just using the settings below is a slight difference in white balance, and possibly a very minor difference in colour saturation.
If you are used to a TV running with the default out of the box settings, you will probably find that you need time to adjust to these new settings. The picture will probably appear too yellow/red and maybe even too soft. I don’t mean to sound condescending, but this is correct, and you’ve been doing it wrong by leaving it at the default

General information:
The options button on the remote (the gear symbol) can be held down for a few seconds to quickly access the picture options.
SDR gaming and "PC mode":
We will not be using the Game mode for SDR content (non HDR), why? Because the regular Game mode on these TVs sucks. I’m not talking input lag, which definitely is very low, but the white balance settings are lacking, and the colour gamut is locked to Wide which is wrong, and makes all colours far too saturated, and it looks terrible in my opinion.
Luckily on this TV there is a hidden “PC mode” which doesn’t just solve the beforementioned problem by letting the user choose any picture mode and thereby get a perfect picture. It’s also the only way to get RGB 4:4:4 (google it if you don’t know what it is) from your sources, and the lag is exactly the same as regular Game mode. It’s a win-win-win

To access this, you’ll need to hold down the input button on the remote, and an all-black menu will appear. Here you can choose the different HDMI inputs as well as change the name and icon for each.
You choose the HDMI port you wish to change to “PC-mode”, press ‘Edit icon’ and choose ‘PC’. The picture should disappear for a second and return, to indicate that the TV is now in “PC mode”.
Exit this menu, and change the picture preset to either ISF modes (as they are the most accurate out of the box). Change the settings according to the ISF section further down.
Please note that using “PC mode” removes the option for ‘Real Cinema’, so 24Hz Blu Rays will be converted to 60Hz. Meaning that you probably shouldn’t use “PC mode” when watching Blu Rays.
HDR gaming:
This is where it gets a bit complicated, because due to a bug HDR and “PC mode” doesn’t play well together. Meaning that the colours will be super dull and washed out with no way of correcting them. So, for HDR gaming you’ll need to disable “PC mode” by changing the icon to anything but PC.
This doesn’t take long, but it’s still super annoying. I have notified LG of this bug and I hope they will fix it someday soon.
When playing games in HDR you’ll need to change the picture mode to ‘Game’ which differs from the Game mode used for SDR.
This isn’t all bad though, as the colour gamut in HDR Game is correctly set to Auto, and therefore you’ll get much more accurate colours using the normal SDR Game mode.
HDR needs to be enabled for each input:
Hold down the option button on the remote, then General > HDMI ULTRA HD Deep Colour > activate. You’ll need an active source to enable this.
WARNING: Do not swap HDMI cables when the TV is running. This killed the mainboard in my set :p
Black Level (RGB range):
The Black Level setting appears further down and needs to be set according to the source's RGB Range. If this is not set properly it will either lead to “black crush” where details are lost, or it will make the image much too bright.
‘Low’ is the correct setting for RGB Limited Range (also sometimes called ’16-235’).
‘High’ is correct for RGB Full Range (0-255).
‘Auto’ doesn’t always work, as not all sources send information about its RGB range. Examples of this would be the Wii U, as well as the NES and SNES mini, which all outputs Limited range, but the TV doesn’t understand this, and therefore you’ll get a picture that’s too bright. For these sources the ‘Black Level’ should be set to ‘Low’.
On the other hand, something like the XRGB-mini (on older firmwares) and the Gefen VGA to DVI scaler only outputs in full range, and for these sources you should set it to ‘High’.
Thus, it’s a good idea to check your sources to make sure they match the setting on your TV.
Full Range will give you more shades of colours, but really it’s very hard to spot the difference.
A general rule of thumb is that most BD/DVD players as well as consoles are set to Limited Range by default. A PC will output Full Range.
Okay on to the settings:
General settings that applies to all picture modes:
Aspect Ratio settings:
16:9
Just Scan: On - this disables overscan.
Energy Saving: Off
Eye Comfort Mode: Off
SDR settings - TV viewing, YouTube, Netflix, Blu Ray and gaming in “PC mode”:
Picture Mode:
ISF Expert (Dark/Bright Room)
OLED LIGHT: - Set this to your liking. The higher the value the brighter the image. Can result in visible sudden changes in brightness if set too high as a result of the Automatic Brightness Limiter, which protects the power supply for being overworked for too long.
Contrast: 85
Brightness: 50 - Should never be changed. If the image is too bright or you experience black crush with an HDMI source, it’s most likely because ‘Black Level’ does not match the source.
Sharpness (H/V Sharpness): 0 - If this is set higher you will get nasty ringing in the picture. Check the text in the PS4 dashboard, if you raise this setting you’ll start to see ugly black shadows around the white text. 0 is correct.
Colour: 50
Tint: 0
Expert Controls:
Dynamic Contrast: Off
Super Resolution: Off
Colour Gamut: Auto - Auto is correct setting, no matter how exciting ‘Wide’ and ‘Extended’ sounds

Edge Enhancer: On - According to LG this should be on even when doing proper calibration. I haven’t been able to spot any difference.
Colour Filter: -
Gamma: 2.2/2.4 - Set this to 2.2 when viewing in a bright room, or 2.4 for a dark room. Personally I just keep it at 2.4 at all times.
The White Balance and Colour Management System are used only for advanced calibrations. Don’t mess with these.
Picture Options (not all options are available depending on if PC mode is enabled):
Noise Reduction: Off
MPEG Noise Reduction: Off
Black Level: See section about RGB Range.
Real Cinema: On - 24Hz playback from a BD player.
Motion Eye Care: Off
TruMotion: Off - Soap opera effect and what have you. Some people love this stuff. Personally, I hate it.
HDR settings - UHD BD, YouTube HDR, Netflix?:
Picture Mode:
Cinema Home
OLED LIGHT: 100 - Go for broke! This is the point of HDR.
Contrast: 100
Brightness: 50
Sharpness: 0
Colour: 50 - I don’t have test patterns to verify this, so it’s a guess for now. I’ll update once I find out with certainty.
Tint: 0
Expert Controls:
Dynamic Contrast: Low - Why? Because with ’Low’ LG’s ”Active HDR” is enabled which gives a better tonemapping for HDR and generally makes the image brighter. Unfortunately this doesn’t work in ‘HDR Game Mode’, where this setting should be disabled.
Super Resolution: Off
Colour Gamut: Auto
Edge Enhancer: On
Colour Filter: -
White Balance:
Colour Temperature: Warm2
Picture Options:
Noise Reduction: Off
MPEG Noise Reduction: Off
Black Level: See the section about RGB Range.
Real Cinema: On - 24Hz playback from a BD player.
Motion Eye Care: Off
TruMotion: Off
HDR game settings:
Picture Mode:
Game
OLED LIGHT: 100
Contrast: 100
Brightness: 50
Sharpness: 0
Colour: 50 - I don’t have test patterns to verify this, so it’s a guess for now. I’ll update once I find out with certainty. Dark/Bright Mode.
Tint: 0
Colour Temperature: W45-50 - This will move the white balance closer towards proper D65. I have defined this as 45-50 as 50 wasn’t even warm enough on mine, but according to Rting.com W45 was correct on their set. It will vary from set to set, but this interval is most likely where you’ll want it.
The only way to perfectly calibrate the white balance in Game mode is by calibrating the Warm preset in the service menu. But I would strongly advice against this if you don’t know what you’re doing, as some options in there could ruin your TV!
Advanced Controls:
Dynamic Contrast: Off
Dynamic Colour: Off
Preferred Colour: Don’t touch this.
Colour Gamut: Auto
Super Resolution: Off
Picture Options:
Noise Reduction: Off
MPEG Noise Reduction: Off
Black Level: Low (Regardless how you set RGB range on PS4/Xbox One they will output in Limited Range when HDR is activated).
Motion Eye Care: Off
I hope this helps and that it made sense. Feel free to ask if you have any questions.