As the digital and analog worlds continue to converge, it is not so much whether communications are paper or digital, but rather, how all channels work together to deliver the right mix. For brands, color considerations are not just about an industry, but they must also manage the challenges of color across multiple cultures, technologies, and media.

1. COLORING AN
OMNICHANNEL WORLD
Shoshana Burgett
Director, Corporate Strategy and
Customer Insights
X-Rite Pantone

2. HOW MANY DESIGN
FOR DIGITAL ONLY?

3. 28.11.16 • Title of the presentation3
HOW MANY DESIGN
FOR DIGITAL ONLY?

4. 28.11.16 • Title of the presentation4
HOW MANY DESIGN
PACKAGING ONLY?

5. HOW MANY DESIGN ONLY
MARKETING MATERIAL?

6. HOW MANY DESIGN A BIT OF
EVERYTHING?

7. “Used wisely, color is vitally
important and is an instant
attention-grabber that
succinctly gets the message
across.”
PANTONE COLOR INSTITUTE
RESEARCH

8. COLOR IS A
BRANDS
CALLING CARD

9. WE WEAVE IN A PHYSICAL AND
DIGITAL WORLD

10. COMMUNICATE THIS COLOR

11. WHICH
ONE IS? A
O
E
H
C
Y
FM
U
Z
B
W
X
K
I
L
J
SQ
G
D
P
T
R
N

12. HELP
A
O
E
H
C
Y
FM
U
Z
B
W
X
K
I
L
J
SQ
G
D
P
T
R
N

13. MORE
HELP A
O
E
H
C
Y
FM
U
Z
B
W
X
K
I
L
J
SQ
G
D
P
T
R
N

14. CYCLES

15. 0%
10%
20%
30%
40%
50%
60%
70%
1 2-3 4-5 6+
Color Iterations (n~495)
Internal Color Rounds External Color Rounds # samples suppliers provide
ITERATIONS

16. BRAND
STATEMENT

17. BRAND
VALUES

18. ANGER
INTELLIGENCE
WISDOM
HEAVEN

19. 28.11.16 • Title of the presentation19
COLOR & MATERIAL
CHALLENGES

20. 28.11.16 • Title of the presentation20
G2M CHALLENGESGo to Market Challenges from Pantone LAB 2016 n~625

21. 28.11.16 • Title of the presentation21
G2M CHALLENGESGo to Market Challenges from Pantone LAB 2016 n~625

22. VIEWING
28.11.16 • Title of the presentation22
VIEWING CONDITIONS

23. VALIDATE YOURSELF
28.11.16 • Title of the presentation23
VALIDATE

24. INTENT
THE IMPACT
ACTUAL

25. WHAT IS
YOUR
MASTER
COLOR?

26. WHAT ARE YOUR
DEPENDENT COLORS?

27. MATERIAL, INK
& TECHNOLOGY

28. “PantoneLIVE is an efficient, effective and
seamless technology that saves time and
money, and helps ensure design intent makes
it to shelf.” ~ Procter & Gamble
4X
up to
faster

29. PHYSICAL
DRAWDOWNS
$250 +TOTAL: $250

30. CONTRACT PROOFS
$500 +TOTAL: $750….$1,250

31. PRESS TRIALS ON
SUBSTRATE
$5,000 +TOTAL: $5,750 + …..$10,750

32. $5,000 +
ONSITE PRESS
APPROVALS
TOTAL: $10,750 ….. $28,750

33. INTENT
OWN YOUR DESIGN
ACTUAL

34. SPEND LESS
BY KNOWING
SOONER
75% Color Accuracy
Improvements

35. 75% Color
Improvements

36. COMPLEXITIES IN THE PROCESS CREATE
POTENTIAL FOR ERROR…
SPECIFIES RECEIVES DESIGNS RECEIVES DELIVERS RECEIVES PRINTS FINAL PRODUCT
Uncontrolled
Color
Environment
RECEIVES FORMULATES
Controlled
Color
Communication

37. Printer C
Printer
A
Printer B
Printer A Printer B Printer C
dE00 = 1.58
dE00 = 2.26
dE00 = 3.22
ISLANDS OF EXPERTISE

38. SCORE

39. IMPROVE

40. Pilot & Initial
Implementation
Organic Continuous
Improvement
CONTIONOUS

41. Weave between
digital and physical

42. OPTIMIZE FOR
CUSTOMER JOURNEY

43. QUESTIONS?
in/shoshanab@colorkarma shoshana@xrite.com