NPES-ICC 2015 CM 11 -Sundar Moorthi Muthu

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Technical Services : KRA 2012

• 21st Jan 2012

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Importance of

Color Consistency for a

Consumer Product Company

Sundar Moorthi Muthu

Coca-Cola India and Southwest Asia

NPES-ICC Color Management Conference 2015February 12, 2015 ● India Expo Centre ● Greater Noida, Delhi NCR

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Content

Classified - Confidential05-Sep-15 2

Use of Colors

Why Colors

How to Control

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2

3

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1. Colors in Company Logo

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2. Colors in Brands


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3. Color in Packaging Graphics/Labels


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Brands & Logos without Color


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Colors in Communications

Colors across all marketing Platforms


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4. Colors in Shop Searching

Consumers shop by

Color for categories.

Colors for Variants

Colors for SKU Size

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Color

Recognition

Quality.

.

Importance of Colors

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Product Variant

Com

petition

COMMUNICATION

Differentiation

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The Power of Color


Sources: Xerox Corporation and International Communications Research from February 19, 2003 to March 7, 2003

Increase Comprehension

73%

39%

Increases Memory

Color makes an

impression that’s 39%

more memorable

85% Think colour accounts for > ½ among the all factors important for choosing products.

92% Believe color presents an image of impressive quality

90% Feel color can assist in attracting new customers

90% Believe customers remember presentations and documents better when color is used

83% Believe color makes them appear more successful

81% Think color gives them a competitive edge

76% Believe that the use of color makes their business appear larger to clients

Improves brand

recognition by up

to 80%. and 80

%

Increases Identity

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Color Consistency

Consistent Colors Across

Different packaging components

Different substrates

Versions and variants

Print process

Different Market across the globe

Electronic media & website,

Physical marketing materials,

Social networks


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How to Maintain Consistent Colors


Measuring7

Methods

6Press

58Monitoring

Artwork

1Pre-Press

2Inks

3

Substrate4

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1. Artwork

Art Agencies and the Customer must pick an achievable color based on print process and achievable press gamut.

Colors to be communicated accurately

Files should be made using CMYK colors and not RGB.

For more vibrant colors or exact color matching, spot colors/PMS colors is the way to go.

All objects and type that are in the same color are merged on the same layer and named with the spot color

Delete unused colors and layers, hidden or extra objects, etc.


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2. Pre-Press

Pre-press must properly separate and build quality files to handle the color.

Colors Separation

Screen Ruling & Angles

Dot Gain Compensation

Color Sequence

Cylinder/Plates

Proofing


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3. Inks & Substrate

Inks

Inks with PMS #

Drawdowns on actual substrate

Spectral data & L*a*b* Values

Substrate

All whites are not white

White paper vs recycled board vs white ink applied to film vs white poly

Textured or smooth

Glossy or matte

Ink & Substrate suppliers

must provide accurate

stable inks for the printer

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4. Printing Press


Ink Mixing & Viscosity ControlPress Calibration

Color InspectionsPrinter must put it all together

properly on press, (plates, press

settings, ink, substrate, etc.), to

get the results the customer is

looking for!

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5. Color Measurement & Methods

Color Must be measured at various

stages of the design and production

process

Use standard Color measurement

methods

Hold printers accountable for their

results.

Evaluate periodic samples to avoid

color drift.


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Common Misconceptions

Casual approach to the process beyond pre-press

Lack of continuous and persistence efforts

In appropriate environment and viewing conditions

Lack of proper instrument and measurement systems

Improper knowledge and wrong procedures

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Documents

NPES-ICC 2015 CM 11 -Sundar Moorthi Muthu