by Eric King, WebbMason
With apologies to quirky ’80s pop queen Cyndi Lauper, the “true colors” used to support or even define a brand might not translate into various media, such as print, digital, billboards or three-dimensional items, the way they were intended. This is problematic.
To understand the importance color plays in shaping the identity of a brand, try this quick test: Ask the next group of women you see what company’s products are packaged in “little blue boxes,” or ask just about any guy in the Plains states who makes the big green tractors. You are very likely to get the answers Tiffany and John Deere without much thought (and usually accompanied by a smile).
According to design website Color Matters, “80 percent of visual information that we take in is related to color,” and that is perhaps why the connections between emotion, color and brand are so intrinsically linked.
The availability of cheap and easy digital printing has made many digital-native marketers unaware of the basics of color management for printed items.
Below are three things every marketer should understand to significantly improve the color consistency of his or her printed projects.