COLOR STRATEGY
COLOR STRATEGY
Sixty percent of the decision to buy a product is based upon color. Color guides user experience and evokes cultural meaning. This guide will discuss some of the issues in achieving color accuracy and strategy.
Embedded Files
TOLERANCE
TOLERANCE
Color tolerance (Accuracy) changes across media and production methods. It's a key reason while you need to alot budget and time during the production phase. Often we will be at the press and fine-tune color to ensure an entire identity matches.
WEBSITES: Computer screens and devices vary in color. We baseline and request approval of website color on 1) Apple monitors and 2) the InFocus MondoPads in our studio. Apple products display fantastic color accuracy, while other devices and products will differ. If you want to calibrate your monitor, you can buy a Color Munki to the left to ensure you are looking at an accurate monitor. Ultimately, we need a baseline for decisions as most monitors across the world are different. Therefore we use APPLE.
PRINT: fabric, vinyl, paper, finishes and time across a print run will lead to color variance. The beginning of a print run will be different than the end of a print run as the press heads up and composition of ink changes. This is normal.
The red swatches below are ALL the same color (PMS), but look different due to the paper and/or finish they are printed on.
TOOLS
TOOLS
NOTE: We highly recommend that you keep all of your printed material produced from a Digital Press or an Off-Set Press – this will really alter color just based on the press it's self. We also recommend that you print at the same vendor as much as you can. Lastly, the first approved printed asset should be used as the baseline for all other color matching.
COLOR DRAW DOWNS
COLOR DRAW DOWNS
Prior to printing, you should request a color draw down from the press. Below is a sample we often use with vendors to find the exact right color.
TIPS FOR VIEWING COLOR
TIPS FOR VIEWING COLOR
Do not view in direct sun light.
Do not view under office lights.
View in natural light (clouds... no direct sun)
View in a Light Box
Use Pantone Chips and know the difference between Pantone vs CMYK vs. RGB
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