A cynical flexo printer once told me, “We use the flexographic printing process because we have to, not because we want to.” He went on to explain that with the substrates he printed on, the inks he was required to use, and the economic necessity to print roll to roll with variable repeat and inline … Continued
Increasingly, brand owners are using multiple print processes, substrates, packaging solutions and print production locations—and expect absolute fidelity to brand colors across all platforms. Yet the demand for color perfection is not limited to those which form a brand’s identity. Very slight color shifts or inconsistencies in product imagery have a significant impact on consumers’ … Continued
When you undertake an important packaging prepress project with unusually tight tolerances for the reproduction of both spot and process colors (and eventually also spot colors converted to process), you will need a customized color profile of the press. This happened to me last year—At a previous employer, I was in charge of the prepress … Continued
When I think of color, I think of light. Light illuminates color. It gives it a reason for being there. Without light, every tree, every body, every blade of grass, every grain of sand—every thing would be the same; it would be black. Content creation is the business—my business—of creating imagery, visual language, stories that … Continued
In a recent study by the CMO Council, 94 percent of senior marketing decision makers identified presenting a connected and personalized omnichannel experience as important—if not critical—to achieving their organizations’ business goals through an engaging customer experience. Additionally, 60 percent of respondents identified product packaging as a critical touchpoint in their engagement strategy. In fact, … Continued
If a picture is worth 1,000 words, how about an individual color? FTA member Pantone used four when it named “Greenery” its Color of the Year for 2017, and just one for what it’s calling “Love Symbol #2,” or more accurately, one character: the iconic symbol used by the late artist Prince. Greenery Pantone 15-0343 … Continued
Tom DeBartolo & Jim Felsberg When done correctly, color management is like a non blemished apple. Nobody wants to buy an apple that is bruised and dented. The same can be said when a brand’s colors do not translate properly on its packaging. Approximately 60 percent of shoppers make purchasing decisions based on color, and … Continued
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