By Paul Wahler

Being new to The Martin Group but experienced (which is so much better than old) in the industry, I have accumulated knowledge of the “production process” from the agency perspective – similar to having gum on your shoe that won’t come off, I am now scraping the gum off for others to pick up.

Subject: Managing your brands color.

Client says, “Looks great! Just print it.”

Well, before you get to this statement there is much to consider to ensure your clients brand is consistent all the time.

• Color – this is subjective (one person sees blue, one sees purple)
• Lighting – environment where the piece will live (outdoor natural or indoor lights)
• Substrate – which it is printed on (paper, plastic, fabric)
• Print process – (offset, flexo, silk screen, digital)
• Matching something already printed
• Four-color process/VS PMS colors – depending on what your doing one might be better and cheaper than the other
• Vendor capabilities – vendor’s way might not be always the best way
• Other media – can it be maintained easily?

Check out this article by Frank Defino Jr. found at Multichannel Merchant.com from 2008. Thank you and hopefully something you will be as enlightened as I was.

http://multichannelmerchant.com/catalog/1001-managing-brands-color/

“Well you look nervous, is it the scars?…You want to know how I got them?”
- Joker!