Critical color-not-all-color-is-created-equal-brochure

All color
is not
created
equal

Table of Contents
The Standard Register
investment in digital color...............................................3
All color is not
created equal.................................................................7
How Standard Register
manages color.............................................................18
The Color
of Success...................................................................24
2

We advance customer
reputations through
critical color management.
The Standard Register commitment to customers is to help
customers uphold their own brand promises by providing
expert management and precise execution of their customer
communications. Our continued advancements in digital
color position Standard Register as the premiere choice for
production of our customers’ materials—reinforcing their
brand identity in a credible and memorable way.
3
The Standard Register investment in digital color

Industry trends show
digital printing on the rise.
In 2012, digital printing is expected to account for more than 21%
of the total market value of the printing industry, compared to 11%
in 2007. In 2007, the total global digital printing market was valued
at $68 billion, up 122% since 2002—and it is set to double again in
the next five years. *
The 2012 – 2014 forecast indicates 12% growth in color with a 3%
decline in black & white. It is projected that all color will be migrating
from 16.9% of all printed documents to 35% in the next few years.
US Digital Color Page Volume Growth (CAGR 2009 to 2014)
Application Family Application
10%
General Office
- Business Cards
- CAD/Rendering
- General Office
- Presentations
- Proposals
- Reports
20%
Packaging
- Folding Cartons
- Flexible
Packaging
- Labels
- Prototypes
31%
Promotional
- Brochures
- Catalogs
- Direct Mail
- Inserts
- Coupons
- Posters
- Banners
- Sinage
10%
Utility
- Identity Cards
- Forms
31%
Publishing
- Books
- Greeting Cards
- Directories
- Magazines
- Manuals
- Newspapers
23%
Consumer
- Fine Art
- Photo-related
20%
Transactions
- Bills
- Statements
- Checks
- Tickets
- Data-driven
Reports
Source: InfoTrends
4

investment in digital color.
In order to capitalize on the market potential for high-end digital
color and commercial print, Standard Register has invested in color
management technology and processes. Our investment in industry-
leading digital color equipment positions us to capitalize
on outstanding market opportunities.
TheEquipment
8 Xerox iGen4s
4 HP
Indigos
•• 26” wide capabilities
•• Inline bindery capabilities
•• High output
•• Wide range of substrates
•• 4-color process with up to two
spot colors
•• Comparable to offset quality
5

Color Equipment by Location:
Location Installed Press Qty.
Boston, Mass. HP Indigo 5500 1
Dallas, Texas Xerox iGen 4 2
Chicago, Ill. Xerox iGen 4 1
Atlanta, Ga. Xerox iGen4 1
HP Indigo 5500 1
Charlotte, N.C. HP Indigo 7500 2
Philadelphia, P.A. Xerox iGen 4 2
Sacramento, Calif. Xerox iGen 4 2
6

Pleasing color vs. critical color.
There’s a definite difference.
Color is color, isn’t it? While that may seem to be a true
statement, there is a big difference in what is considered to be
pleasing color vs. what is critical to match a company’s brand
color standards.
Pleasing colors:
• Colors that do NOT have a specific color requirement
• As an example, all Microsoft Office output is considered to be
pleasing color
Critical colors:
• Colors that require matching to a customer’s brand guidelines
• All branding colors are considered to be critical colors
• As an example, a customer’s Marketing collateral requires
critical color
When managing to a company’s brand colors, getting close is
just not good enough.
7
All color is not created equal

When light hits an object, some wavelengths are absorbed while others are
reflected. The reflected wavelengths of light are then perceived by the brain
as that object’s color. Changes to any of the three elements in this equation
will result in a change in color.
The apple in the illustration really has no color. Color is perceived by the
viewer based on the light that is reflected off the apple. So it can be concluded
that color is contained within the light itself. The chemistry and physics of
the object determines how much light is absorbed and how much light is
reflected, which is then perceived by the observer.
The basics
of color.
Understanding the
management of critical
color is easier to grasp
with fundamental
knowledge of some
color basics.
What is required
to have color?
Observer
Object
Light
Source
8

We see in
RGB
Although there are 7 colors (Red, Orange, Yellow,
Green, Blue, Indigo and Violet) in the visible
spectrum, we see using only three: Red, Green
and Blue. The parts of the human eye that permit
us to see black/white and color are the rods and
cones. Rods perceive images as black, white or
shades of gray while cones perceive color.
The physiological attributes of the viewer’s eyes
also play an important role in the color that is
perceived. Everyone perceives color differently
due to these differences. For example, if a person
is challenged by red-green color blindness, a red
apple would not appear red, but rather another
lovely shade of grey.
In addition to the
human eye, there are
other devices which
display color using
RGB based on the
projection of light:
9

What does it mean when a
color is in—or out—of gamut?
While the human eye and some other devices display color in the same
three colors—RGB—there are differences in how many colors they can
represent. This difference is best outlined by looking at the “gamut”
for each of these RGB sources. The visible spectrum represents all the
colors found in the natural world. RGB is one of the subsets of the visible
spectrum. RGB devices (TVs, cameras, monitors, etc.) can reproduce
fewer colors.
RGB
color gamutVisible
Specturm
The triangle represents those colors
from the visible spectrum that can
be captured and/or depicted on
an RGB device. The main
categories of colors that are
lost are blues and greens.
10

Color printing
utilizes CMYK spectrum.
Printing in color does not utilize RGB—the colors
produced are CMYK and spot colors. What are
those and what is the difference?
CMYK Color: also known as
process or 4-color process color
In this printing technique, four process colors are printed on top of each
other. Each color uses the same image produced at varying intensities,
to reproduce a full color image. This is the method used by printers the
world over, and is also a clever way of mixing paints. This is the color
reproduction method based on using 4 key pigments: Cyan, Magenta,
Yellow, and Black. Using these 4 colors, most other colors can be
achieved.
In a perfect world, when printing cyan, magenta and yellow inks on white
paper, they would absorb all the light reflecting off the page, and the eye
would perceive black. In the real world, though, C+M+Y produces a
murky brown rather than black. In order to get decent dark colors, black
ink is added.
CMYK cyan magenta yellow black
11

How does the CMYK
color gamut differ
from the RGB gamut?
The CMYK gamut is shaped differently from the
RGB gamut. That means there are colors in
the RGB gamut that we cannot reproduce using
CMYK technology. That also means there are
colors that can be printed with CMYK technology
that cannot be displayed on RGB devices.
Visible
Specturm
CMYK
color gamut
12

Although CMYK colors are nice, it would
be a much less vibrant world if printing
was limited to their use. Fortunately, the
Pantone Color System (PMS) defines
colors by comparison to a large library
of over 1,000 colors. Each PMS color
corresponds to specific pigments that are
combined to create a specific ink color
(using the formula guide). Instead of
using a 4-color process (CMYK) to create
colors, the pigments are created before
the printing process to guarantee color
matching and consistency. This is the
industry standard for ink colors.
Open up the printed
color spectrum with
PMS colors.
13

How does the Pantone gamut stack up?
When comparing the PMS gamut to the RGB and CMYK gamuts, it is easy
to see that the PMS gamut has yet a different shape and color composition
to it. That means there are some select colors in the RGB gamut that cannot
be reproduced using CMYK or PMS technology. That also means there are
colors that can be printed using PMS and/or CMYK technology that cannot be
displayed on RGB devices.
The challenge arises when
a document is created on a
computer (RGB) and then
the RGB colors cannot be
reproduced when printing
that same document.
Visible
Spectrum
14

ICC profiles bridge the gamuts.
How can you bridge the gap between RGB, CMYK and PMS? With another acronym—
ICC. ICC is the International Color Consortium, a group created to bring standardization to
color reproduction. Each device—such as a monitor or printer—is assigned an ICC profile
which is a set of data that numerically describes the color range, or “gamut” of that device.
Because each device has its own specific color gamut—RGB or CMYK—profiles are a
consistent method to classifying and measuring that gamut.
When considering the ICC profiles involved in reproducing color, the devices are broken
into these three main categories:
1- 2- Input (camera) Display
(monitor)
3- Output (printer/press/monitor)
It is important to remember that
when a document such as a
direct mail piece is created on a
computer, each monitor that then
displays that piece will have its own
unique RGB color gamut because
gamuts are device dependent.
Gamut in,
different gamut out.
Have you ever viewed a color document on your computer monitor and then
wondered why it doesn’t look the same in print? Simple. Each output device
that is used to print that document has its own device-dependent color gamut.
So if you choose to print a few color pieces on a desktop printer to “proof” the
piece, and then they send it to Standard Register to print, both types of printers
are using CMYK to reproduce the colors. But because each has its own slightly
different gamut, slight variations in color can occur.
15

Other critical factors that influence
color reproduction.
Printing method
Printing Process Used
Spot Color Process (CMYK) Color
Another factor that impacts color in the production print workflow is the actual
type of printing used. In this example, the same information was “printed”
using two different methods. On the left, a PMS/Spot color was mixed before
the printing process, and then applied to the substrate. On the right hand
side, the process colors of CMYK were combined in a specific pattern/size/
shape to create a similar shade of green.
With digital printing, toner is
attracted through the back of the
paper by electrostatic charges
With offset printing, ink is
“transferred” onto the paper
by a roller
16

Another factor that impacts color in the production print
workflow is the substrate being printed on. Companies will
often choose their substrate after design is complete, and
without proper guidance, may choose a paper that will
have a negative impact on the overall color reproduction
ability of their printer. For digital color printing, the
smoother the paper, the better the color reproduction will
be. For critical work, it’s always best to specify paper
made for digital printing.
17

How does the printing industry
manage color?
The industry standard
for color management is
a term called Delta E (dE) which indicates a single
number that represents the “distance” between two colors. The principle is that
a dE of 1.0 is the smallest color difference the human eye can see. Any dE less
than 1.0 is imperceptible while any dE greater than 1.0 is noticeable.
Perfect color match has a ∆E of zero. ∆E between 3 and 6 is typically considered
an acceptable match in commercial reproduction on printing presses. Standard
Register has a target ∆E of 3 or less for all brand colors specified in the print file
as PMS colors from the agreed upon standard at the start of the job.
18
How Standard Register manages color

Color Management Strategy
Standard Register utilizes ORIS Color Management
software (ORIS Press Matcher and ORIS Certified // Web)
to ensure that consistent color reproduction is achieved
regardless of printing device or desired final product. This
system allows us to monitor and maintain color standards
across ALL color devices in ALL locations. The end result
is that we can deliver highly accurate, repeatable results
from the Standard Register print network. In addition,
results can be monitored in real-time and reviewed for
data-based troubleshooting by trained professionals.
Oris Pressmatcher and Certified Web
• Installed in 16 centers
• Every color device in each center will be profiled
• Toner based Color Printers
• IGen4
• Indigo
• 8002
• 5000
• Ink Jet Wide Format Printers
• HP Z6100 & 5500 Poster Printers
• Gerber CAT/UV Printers
The color state of every device will be visible to our national control
center and production management team.
19

The importance of
G7®
is the industry-leading set of best
practices established by IDEAlliance
for achieving visual similarity across all
print processes.
G7 is both a definition of grayscale
appearance and a calibration method
for adjusting any CMYK imaging
device to simulate the G7 grayscale
definition. G7 yields a visual match
between different printing devices or
specifications when additional color
management is not available.
Individuals are certified as experts or
professionals. Devices, locations and
companies are qualified as Master
Printers. Certifications must be renewed
every other year while qualifications
must be attained annually.
G7Consists of:
• On-site process control and
workflow training
• Standard operating procedures
• Staff and site assessment
• Monitoring
• Quarterly reports on print quality
What does G7 certification mean to our customers?
Print is often distributed geographically or across different types. For
example, a customer may want to purchase marketing collateral, packaging
and signage with the same brand imagery. Clearly the substrate, gamut and
other print characteristics will vary for different print products. But if all the
print products have the same gray balance and neutral tonality defined by
G7, they will look remarkably alike to the human eye.
“G7 guarantees print buyer expectations of the closest color match from
proof to press, across other methods of printing from offset to digital to large
format products.”
Source – IDEAlliance
20

Digital color
or offset?
Be aware of the drivers.
Digital Offset
Best Suited & Most Cost Effective
1-5,000 Quantities
(Depending on application and finished size)
Quantity
Best Suited & Most Cost Effective
5,000+ Quantities
(Depending on application and finished size)
Digital can achieve the same vibrant
colors & high contrast as offset
printing. *New HP Indigo presses offer a 5th
& 6th color station of exact PMS matches.
Quality
Offset printing allows you to hit exact
PMS colors and can produce more
pure consistent solid screens.
Same day – 3+ days depending
on quantity and specs. No drying
time so each piece is ready to go as
soon as it comes off the press.
Turn time
5+days depending on features and
availability. Offset printing uses inks that
require drying time. However, offset
is faster for large runs because it can
produce multiple pieces at high speeds.
Digital presses can easily run all
text stocks and cover stocks
up to 130lb cover.
Stocks
Nearly all stocks. Offset presses
can print on most stocks including
magnets, heavy cover stocks, labels,
translucent stocks & more.
Unlimited. Digital presses can create
completely variable pieces in-line.
Personalization
Limited. Your best bet is to create a
shell that can later be personalized on a
laser or inkjet printer.
21

Standard Register resources for
brand color management.
Have CRITICAL or BRANDED COLORS?
Standard Register professionals can assist with ensuring the integrity of
your brand presence. We will:
• Educate your team about the importance of color and
brand management
• Conduct a color evaluation of your brand and
provide an assessment and recommendations
• Review critical or branded color files
• Provide color profiles for viewing production output
on your computer monitor
• Provide design and print guidance for digital printing
PMS 320 PMS 220
22

23

Digital coloris a core component of
Standard Register
solutions.
Digital color plays an
important role in our
ability to deliver quality
applications within the
context of each Standard
Register core solution.
HC = Healthcare
BUS = Business
24
The Color of Success

Local Marketing
color management strategy
Allowing for customization, improved speed-to-market, and
optimized freight and distribution costs across a decentralized network
of users, means that production of the same material can occur in multiple
locations across multiple devices. Our ability to guarantee color consistency across
locations and devices ensures the integrity and quality of the brand is maintained.
Marketing Supply Chain
When we take on production and sourcing of branded materials for a client, we assume
ownership of maintaining the quality and integrity of our client’s brand. Color quality and our
ability to deliver flawlessly across a network of locations and partners is a critical component
of this solution. Our ability to convert materials from offset to digital provides our clients with
better flexibility and reduced obsolescence, freeing up money to reinvest in their marketing
strategy.
Digital Direct Marketing
Organizations go to great lengths to ensure the message, creative, and personalization tied
to a direct mail component of a single or multi-channel campaign will yield the desired
response. As a form of nonverbal communication, color is one of the most powerful
elements of that design. Research has shown that color increases brand identity, assists in
memory, increases participation, and improves readership, learning, and comprehension.
Our ability to support an organization’s initiative by providing high color quality is a critical
component of our Digital Direct Marketing offering.
25

Celebrate Health
Healthcare marketing and human resource professionals use Celebrate Health
to quickly, easily and cost-effectively customize and order communication and
educational materials tied to National Health-Related Observances and Employee
Recognition Days.
Customer Communications
Standard Register is a full-service provider that integrates customer loyalty and
marketing processes with transactional billing and communications initiatives –
including data protection & management, content integration across the enterprise.
Transpromo would require ability to match colors on high speed variable inkjet
devices, set up to run programmatically at the end of the month. May require spot
colors or color match of logos .
Training Solutions
Training Solutions is a solution in which customers contract with Standard Register
to manage the process for the management, production and distribution of
materials used for instructor led or on the job training programs. This may also
include events, meetings and conferences where published materials, including
high quality digital color, are required. Common examples of materials in a training
program include leader guides, participant guides, user guides, posters, job aids,
handouts and more.
26

On-Demand Printing
Standard Register On-Demand Printing is a flexible, scalable solution for
managing print-related programs and processes for an organization. This
means that at Standard Register we assess and assume responsibility for an in-
house print shop—and either continue management onsite or transition support
offsite. We can leverage our web-to-print technology platform, expertise of an
onsite or near-site Print Concierge and our nationwide network of secure print
and distribution centers.
Print Center Outsourcing
In-house print centers are on the receiving end of requests for marketing
materials, training materials, patient education materials and more, most of
which reflect the organization’s brand. Standard Register can far exceed the
level of service delivered in an onsite print center. Our digital color investment
and expertise will catapult a company’s capabilities and brand care.
27

Begin the
color conversation.
How do you get started with digital color? How critical is color to the protection of your
brand? How involved is the digital migration? Ask yourself these questions and more to
begin the digital color transition.
•• How do you manage your brand standards?
•• How important are color quality and consistency to you?
•• Are you confident that materials ordered and printed via different channels maintain
color quality and consistency?
•• Have you ever had any problems with color quality before?
•• Do you find yourself having to order larger quantities
of materials and storing them in order to get the best
price?
•• What portion of your materials are printed offset vs.
digital? What did you consider when making that
decision?
•• Knowing that the quality gap between digital
and offset is closing, would you be interested in
converting some of your offset materials to digital?
28

Critical color-not-all-color-is-created-equal-brochure

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Critical color-not-all-color-is-created-equal-brochure

Ähnlich wie Critical color-not-all-color-is-created-equal-brochure (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Critical color-not-all-color-is-created-equal-brochure