"Chrome" is an effect generated by the video card.
The video card itself is told that "everything on this surface is to be reflective"... e.g. specular reflections.
When you turn down the graphics settings or change the reflectivity value in the .colorscheme file, the actual colorscheme, which is the .TGA file itself, is permitted to be seen.
Thus to create a metal effect, you would place all of the markings, logos, rivets, etc. correctly mapped within a .tga file, then turn up the reflectivity until you could still see the .tga file colorscheme, but the surface looks "reflective" or metalic.
Because of the way we perceive metals to be visually, this works best if reflectivity is NOT turned up all the way (which results in the mirror like finish you are calling chrome), but rather just enough to put a "sheen" on the surface.
Then you can "roughen up" the desired metallic areas using a blend or mask of lighter and darker colors to produce a texture.
The end result will appear to be brushed steel, etc. dependant upon the "base" color.
I.E. choose a reddish area, and it looks like copper. etc.
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Inversion of logos, etc. is dependant upon how the mappings were done with the original model.
In some cases G3/3DStudio will "lay" an area onto a surface, resulting in what you are expecting, however to save having to reload portions of a texture, that same area can be logically "projected through" the material, resulting in the inversion or reversal of text, etc.
Usually the latter happens when one area of say the .tga file is mapped onto more than one surface.
Ideally the original model should be fixed to prohibit this, or you merely avoid text or other things that can be perceived as reversed in those areas.