Importance of Color Consistency for a Consumer Product Company
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NPES-ICC Color Management Conference 2015 February 12, 2015 ● India Expo Centre ● Greater Noida, Delhi NCR Sundar Moorthi Muthu
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Importance of Color Consistency for a Consumer Product Company
- 1. 1 Technical Services : KRA 2012 • 21st Jan 2012 Sundar Moorthi Muthu Coca-Cola India and Southwest Asia Importance of Color Consistency for a Consumer Product Company NPES-ICC Color Management Conference 2015 February 12, 2015 ● India Expo Centre ● Greater Noida, Delhi NCR 1
- 2. 2 MSM NPES-ICC Color Management Conference 2015 - India Content Classified - Confidential 9/3/2016 2 Use of Colors1 Why Colors2 How to Control3
- 3. 3 MSM NPES-ICC Color Management Conference 2015 - India 1. Colors in Company Logo 9/3/2016 3
- 4. 4 MSM NPES-ICC Color Management Conference 2015 - India 2. Colors in Brands 9/3/2016 4
- 5. 5 MSM NPES-ICC Color Management Conference 2015 - India 3. Color in Packaging Graphics/Labels 9/3/2016 5
- 6. 6 MSM NPES-ICC Color Management Conference 2015 - India Brands & Logos without Color 9/3/2016 6
- 7. 7 MSM NPES-ICC Color Management Conference 2015 - India Colors in Communications Colors across all marketing Platforms 9/3/2016 7
- 8. 8 MSM NPES-ICC Color Management Conference 2015 - India 4. Colors in Shop Searching Consumers shop by . 89/3/2016 SKU Size Colors for Categories Colors for Variants
- 9. 9 MSM NPES-ICC Color Management Conference 2015 - India Color Quality Importance of Colors 9/3/2016 9 . . COMMUNICATION Product Variant Competition Differentiation Recognition
- 10. 10 MSM NPES-ICC Color Management Conference 2015 - India The Power of Color 9/3/2016 10 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
- 11. 11 MSM NPES-ICC Color Management Conference 2015 - India Color Psychology
- 12. 12 MSM NPES-ICC Color Management Conference 2015 - India 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 9/3/2016 12
- 13. 13 MSM NPES-ICC Color Management Conference 2015 - India How to Maintain Consistent Colors 9/3/2016 13 Measuring 7 Methods 6 Press 58 Monitoring Artwork 1 Pre-Press 2 Inks 3 Substrate 4
- 14. 14 MSM NPES-ICC Color Management Conference 2015 - India 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. 9/3/2016 Classified - Internal use 14
- 15. 15 MSM NPES-ICC Color Management Conference 2015 - India 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 9/3/2016 15
- 16. 16 MSM NPES-ICC Color Management Conference 2015 - India 9/3/2016 16 3. Inks & Substrate Ink & Substrate suppliers must provide accurate stable material for the printer Inks should be with PMS # Drawdowns on actual substrate Spectral data & L*a*b* Values Inks 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 Substrate
- 17. 17 MSM NPES-ICC Color Management Conference 2015 - India 4. Printing Press 9/3/2016 17 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!
- 18. 18 MSM NPES-ICC Color Management Conference 2015 - India 5. Color Measurement & Methods 9/3/2016 18 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.
- 19. 19 MSM NPES-ICC Color Management Conference 2015 - India Common Misconceptions Casual approach to the process beyond pre-press Lack of continuous and persistence efforts In Correct environment and viewing conditions Lack of proper instrument and measurement systems Improper knowledge and wrong procedures
- 20. 20
Editor's Notes
- Welcome to Color Management Conference.
- In this session, we will be talking about where colors are used, why colors are used and how to maintain color consistency
- Our minds are programmed to respond to color. For example, we stop our cars for red lights and go on green. Color is one of the most important components in corporate logo. It makes an immediate impression on consumers, and plays a large role in memory retrieval. Therefore, color significantly impact someone’s perception of brand. Color also plays a critical role in a logo. A single image delivers a lot of information in a very short time because we perceive an image all at once, whereas reading or hearing often takes significantly longer to process the same information.
- A brand can be a company’s most valuable asset. It’s what helps differentiate the company from the competition. It creates a connection and loyalty with customers. Brands and color are very closely linked because color offers an instantaneous method for conveying meaning and message without words. Colour is probably the most important part of branding. It walks side by side and hand in hand with the brand’s visual identity, is there from the very first minute and, if it’s chosen correctly, stays for eternity.
- Packaging is the most tangible representation of a brand. Consumers can touch it, pick it up, read its brand communication, and determine whether they wish to purchase the product. But first they have to be attracted by the packaging or they won’t engage with it at all. Color is widely used as a communication tool on the outer surfaces of packages for brand identity and recognition in retail shelves. Printed packages use very specific colors that assist loyal consumers to identify and acquire specific packages among thousands of other products in a retail environment. Color is prominent at various levels of the purchasing experiences, from brand logo, image, signage, display, packaging and even the product itself. Color is the first package cue noticed by consumers. Package color attracts attention. Color is a major component in the way we perceive brand’s packaging. It comes as no surprise that predictable brand color is one of the top 5 requirements of brand owners Cadbury's has made Pantone 2685C inseparable from its branding
- Imagine when colors are removed from brands & Logo, they loose their distinction. People see color before they absorb anything else. Color Increases Memory
- In today’s competitive marketplace, it’s crucial to get the most out of every customer communication. It’s an opportunity to separate business from the competition and improve brand recognition. One of most effective ways to accomplish this is through the use of color. Color can significantly improve brand recognition, drive sales, and leave a positive professional impression with customers.
- IDENTITY: Colors give identity to the brands/logo/packaging RECOGNITION: Color is the visual component people remember most about a brand followed closely by shapes/symbols then numbers and finally words. Many of the most recognizable brands in the world rely on color as a key factor in their instant recognition. DIFFERENTIATION: Define category, Variants and differentiate from competition. TRUST & QUALITY: People trust things that they know. Consumers are more likely to choose brands that are familiar, because they seem known, established, and therefore trustworthy. COMMUNICATIONS: Colors are used for communication Color defines your brand's perception builds trust among customers and increases the value of your brand.
- Studies show that when consumers shop, they make choices in as little as 20 seconds. They also ignore up to 2/3 of category products in retail environments. These statistics explain why so many products fail. People see color before they absorb anything else. Brand Colors are registered by the brain before either shapes or fonts. A customer’s purchase decision is a very fragile process. Customers make split-second purchasing decisions The striking color of packaging makes or breaks the brand. Color is an effective way to distinguish a number of products it’s crucial that your brand identity remain consistent. McDonald’s have very defined logos and colors. Marketing pieces stand out with color and help drive sales. Color highlights important information and conveys a professional look and feel. It takes only 2.5 seconds for people to decide whether to read or reject direct mail and pamphlets. Color makes an impression that’s 39% more memorable. Direct mail have a bigger impact if they’re in color. Color increases comprehension by as much as 73%. When customers understand the message, the sales process is faster and more effective. Whether brand color or retail color design, it’s no secret that color sells There's a reason catalogues aren't printed in black and white: Color sells. How can you sell denim without showing the blue? Or oranges without, well, orange? While color is crucial to accurately presenting products, it's also important to use color as a tool to attract attention and maintain visual interest Colour is probably the most important part of branding. It walks side by side and hand in hand with the brand’s visual identity, is there from the very first minute and, if it’s chosen correctly, stays for eternity.
- Color consistency eliminates confusion surrounding brand. People will recognize your brand and know what your company stands for when you achieve color consistency. Color consistency provides you with a better competitive advantage. It allows you to stand out against your competition, which might not manage its branding as strongly Without consistent color between packages, consumers could potentially lose trust in the brand or question whether the product is authentic. When customers are examining products on the shelves, they are likely to be turned off by two otherwise identical products with mismatching colors, such differences can cause the consumer to wonder what the discrepancy says about the product inside the package. Differentiation You want your business to be the first thing that customers think about when they need a product or service in your industry. That goal will be hard to achieve if you don’t have a tight, consistent brand identity. For example, if you continually change your colors or logo, it will be difficult for people to remember your business when faced with several different choices. You need to pick colors and a logo that sets you apart from your competition and makes you easy to remember. Packaging Color Accuracy and Consistency Color is one of the most fundamental aspects of human interaction with the world. When we look at something, its color helps form our initial impression; it is part of basic identity. Color has the power to affect our mood and to subconsciously alter the way any given object makes us feel. For generations, companies across all industries have researched how colors speak to consumers and implemented their findings with meticulously honed designs. The most recognizable brands in the world are all associated with specific colors. Sometimes, it's the colors of a staple product; at other times, it's the exact hue of a logo. Once established, trademark colors are inextricably entwined with a company's identity. This familiarity bolsters the strength of a brand immeasurably. Of course, such strong correlation between color and brand is only achieved with unwavering, ubiquitous consistency.
- Printing consistent color is not an easy process. Color management is an important part of maintaining consumer brand identity and the consistency of color plays a vital role. Establish colour consistency across all packaging regardless of material usage and manufacturing processes & be repeatable anywhere in the world. Colour consistency across all packaging substrates and all print processes. Color is a crucial element of brand strategy; it is the visual component that consumers remember most about a brand. That’s why color consistency across a brand is so vital. But ensuring repeatable, consistent color across brand packaging can sometimes prove a major challenge—especially when dealing with a range of substrates, package formats, print providers, and printing methods. Defining accurate brand and spot color standards is the first step in maintaining consistency. The next step is using these color standards in all packaging design and production applications. Color reproduction is subject to a number of variables. Pre-Press The substrate, Printing process, Ink vendor, Different packaging production sites – each with their own geographical characteristics Print Quality Management Communicate the importance of consistent equity color. Hold printers accountable for their results. Evaluate periodic samples to avoid color drift. Develop brand ambassadors throughout the supply chain to own the brand’s color. Brands should approach color branding from several perspectives: (1) color design; (2) color development; (3) color communications; and (4) consistent color reproduction. - See more at: http://munsell.com/color-blog/brand-color-psychology/#sthash.GvsrRfpG.dpuf
- Communicate: It is important to specify colors scientifically without ambiguity. And not just “our colors are Red and yellow.” So instead of just green and blue, color should be listed out with color values like HEX #000080, RGB 0 0 128, and CMYK 1.0 1.0 0.00 0.50. A lot of the colors you create in RGB mode are not achievable using standard four-color process printing. It is always best to create your document from the start in CMYK color mode to ensure that you have a better idea of how your colors are going to print. Make sure the art files contain only what is needed to produce the label and nothing else (delete unused colors and layers, hidden or extra objects, etc.
- Next critical items are material – Inks & Substrate Inks should be specified with Specific colors/PMS # and never with generic names, green, red… Drawdowns should be actual substrate – Inks matched on clear film will not work for white films Color should also measured and converted to objective Numbers. – Spectral values, not just visual match Next big variability is substrate. Same colors printed on different Substrates will give inconsistent colors
- Main target for the printing press is to print Matching to Approved Proofs. Finger print should be
- Color Management needs a comprehensive understanding of supply chain, strict discipline, process standardization as well as a scientific and systematic approach.
- Finally, it is time for Questions? If questions, thank you for your time