All color. is not. created. equal

Transcription

1 created All color is not equal

2 Table of Contents The Standard Register investment in digital color... 3 All color is not created equal... 7 How Standard Register manages color The Color of Success

3 The Standard Register investment in digital color We advance customer reputations through critical color management. The Standard Register commitment to customers is to help customers uphold their own brand promises by providing expert management and precise execution of their customer communications. Our continued advancements in digital color position Standard Register as the premiere choice for production of our customers materials reinforcing their brand identity in a credible and memorable way. 3

4 The Standard Register investment in digital color Industry trends show digital printing on the rise. In 2012, digital printing is expected to account for more than 21% of the total market value of the printing industry, compared to 11% in In 2007, the total global digital printing market was valued at $68 billion, up 122% since 2002 and it is set to double again in the next five years. * The forecast indicates 12% growth in color with a 3% decline in black & white. It is projected that all color will be migrating from 16.9% of all printed documents to 35% in the next few years. US Digital Color Page Volume Growth (CAGR 2009 to 2014) Application Family Application General Office Promotional Publishing 10% 20% - Business Cards - CAD/Rendering - General Office - Presentations - Proposals - Reports Packaging - Folding Cartons - Flexible Packaging - Labels - Prototypes 31% 10% - Brochures - Catalogs - Direct Mail - Inserts - Coupons - Posters - Banners - Sinage Utility - Identity Cards - Forms 31% 23% - Books - Greeting Cards - Directories - Magazines - Manuals - Newspapers Consumer - Fine Art - Photo-related 20% Transactions - Bills - Statements - Checks - Tickets - Data-driven Reports Source: InfoTrends 4

5 The Standard Register investment in digital color The Standard Register investment in digital color. In order to capitalize on the market potential for high-end digital color and commercial print, Standard Register has invested in color management technology and processes. Our investment in industryleading digital color equipment positions us to capitalize on outstanding market opportunities. The Equipment 4 HP Indigos 26 wide capabilities Inline bindery capabilities High output Wide range of substrates 4-color process with up to two spot colors Comparable to offset quality 8 Xerox igen4s 5

6 The Standard Register investment in digital color Color Equipment by Location: Location Installed Press Qty. Boston, Mass. HP Indigo Dallas, Texas Xerox igen 4 2 Chicago, Ill. Xerox igen 4 1 Atlanta, Ga. Xerox igen4 1 HP Indigo Charlotte, N.C. HP Indigo Philadelphia, P.A. Xerox igen 4 2 Sacramento, Calif. Xerox igen 4 2 6

7 All color is not created equal Pleasing color vs. critical color. There s a definite difference. Color is color, isn t it? While that may seem to be a true statement, there is a big difference in what is considered to be pleasing color vs. what is critical to match a company s brand color standards. Pleasing colors: Colors that do NOT have a specific color requirement As an example, all Microsoft Office output is considered to be pleasing color Critical colors: Colors that require matching to a customer s brand guidelines All branding colors are considered to be critical colors As an example, a customer s Marketing collateral requires critical color When managing to a company s brand colors, getting close is just not good enough. 7

8 All color is not created equal The basics of color. Understanding the management of critical color is easier to grasp with fundamental knowledge of some color basics. What is required to have color? Observer Light Source Object When light hits an object, some wavelengths are absorbed while others are reflected. The reflected wavelengths of light are then perceived by the brain as that object s color. Changes to any of the three elements in this equation will result in a change in color. The apple in the illustration really has no color. Color is perceived by the viewer based on the light that is reflected off the apple. So it can be concluded that color is contained within the light itself. The chemistry and physics of the object determines how much light is absorbed and how much light is reflected, which is then perceived by the observer. 8

9 Although there are 7 colors (Red, Orange, Yellow, Green, Blue, Indigo and Violet) in the visible spectrum, we see using only three: Red, Green and Blue. The parts of the human eye that permit us to see black/white and color are the rods and cones. Rods perceive images as black, white or shades of gray while cones perceive color. The physiological attributes of the viewer s eyes also play an important role in the color that is perceived. Everyone perceives color differently due to these differences. For example, if a person is challenged by red-green color blindness, a red apple would not appear red, but rather another lovely shade of grey. All color is not created equal We see in RGB In addition to the human eye, there are other devices which display color using RGB based on the projection of light: 9

10 All color is not created equal What does it mean when a color is in or out of gamut? While the human eye and some other devices display color in the same three colors RGB there are differences in how many colors they can represent. This difference is best outlined by looking at the gamut for each of these RGB sources. The visible spectrum represents all the colors found in the natural world. RGB is one of the subsets of the visible spectrum. RGB devices (TVs, cameras, monitors, etc.) can reproduce fewer colors. Visible Specturm RGB color gamut The triangle represents those colors from the visible spectrum that can be captured and/or depicted on an RGB device. The main categories of colors that are lost are blues and greens. 10

11 All color is not created equal Color printing utilizes CMYK spectrum. Printing in color does not utilize RGB the colors produced are CMYK and spot colors. What are those and what is the difference? CMYK Color: also known as process or 4-color process color In this printing technique, four process colors are printed on top of each other. Each color uses the same image produced at varying intensities, to reproduce a full color image. This is the method used by printers the world over, and is also a clever way of mixing paints. This is the color reproduction method based on using 4 key pigments: Cyan, Magenta, Yellow, and Black. Using these 4 colors, most other colors can be achieved. In a perfect world, when printing cyan, magenta and yellow inks on white paper, they would absorb all the light reflecting off the page, and the eye would perceive black. In the real world, though, C+M+Y produces a murky brown rather than black. In order to get decent dark colors, black ink is added. CMYK cyan magenta yellow black 11

12 All color is not created equal Visible Specturm How does the CMYK color gamut differ from the RGB gamut? CMYK color gamut The CMYK gamut is shaped differently from the RGB gamut. That means there are colors in the RGB gamut that we cannot reproduce using CMYK technology. That also means there are colors that can be printed with CMYK technology that cannot be displayed on RGB devices. 12

13 Open up the printed color spectrum with PMS colors. All color is not created equal Although CMYK colors are nice, it would be a much less vibrant world if printing was limited to their use. Fortunately, the Pantone Color System (PMS) defines colors by comparison to a large library of over 1,000 colors. Each PMS color corresponds to specific pigments that are combined to create a specific ink color (using the formula guide). Instead of using a 4-color process (CMYK) to create colors, the pigments are created before the printing process to guarantee color matching and consistency. This is the industry standard for ink colors. 13

14 All color is not created equal How does the Pantone gamut stack up? When comparing the PMS gamut to the RGB and CMYK gamuts, it is easy to see that the PMS gamut has yet a different shape and color composition to it. That means there are some select colors in the RGB gamut that cannot be reproduced using CMYK or PMS technology. That also means there are colors that can be printed using PMS and/or CMYK technology that cannot be displayed on RGB devices. Visible Spectrum The challenge arises when a document is created on a computer (RGB) and then the RGB colors cannot be reproduced when printing that same document. 14

15 All color is not created equal ICC profiles bridge the gamuts. How can you bridge the gap between RGB, CMYK and PMS? With another acronym ICC. ICC is the International Color Consortium, a group created to bring standardization to color reproduction. Each device such as a monitor or printer is assigned an ICC profile which is a set of data that numerically describes the color range, or gamut of that device. Because each device has its own specific color gamut RGB or CMYK profiles are a consistent method to classifying and measuring that gamut. When considering the ICC profiles involved in reproducing color, the devices are broken into these three main categories: 1-2- Input (camera) Display (monitor) 3- Output (printer/press/monitor) It is important to remember that when a document such as a direct mail piece is created on a computer, each monitor that then displays that piece will have its own unique RGB color gamut because gamuts are device dependent. Gamut in, different gamut out. Have you ever viewed a color document on your computer monitor and then wondered why it doesn t look the same in print? Simple. Each output device that is used to print that document has its own device-dependent color gamut. So if you choose to print a few color pieces on a desktop printer to proof the piece, and then they send it to Standard Register to print, both types of printers are using CMYK to reproduce the colors. But because each has its own slightly different gamut, slight variations in color can occur. 15

16 All color is not created equal Other critical factors that influence color reproduction. Printing method With offset printing, ink is transferred onto the paper by a roller With digital printing, toner is attracted through the back of the paper by electrostatic charges Printing Process Used Spot Color Process (CMYK) Color 16 Another factor that impacts color in the production print workflow is the actual type of printing used. In this example, the same information was printed using two different methods. On the left, a PMS/Spot color was mixed before the printing process, and then applied to the substrate. On the right hand side, the process colors of CMYK were combined in a specific pattern/size/ shape to create a similar shade of green.

17 All color is not created equal Another factor that impacts color in the production print workflow is the substrate being printed on. Companies will often choose their substrate after design is complete, and without proper guidance, may choose a paper that will have a negative impact on the overall color reproduction ability of their printer. For digital color printing, the smoother the paper, the better the color reproduction will be. For critical work, it s always best to specify paper made for digital printing. 17

18 How Standard Register manages color How does the printing industry manage color? The industry standard for color management is a term called Delta E (de) which indicates a single number that represents the distance between two colors. The principle is that a de of 1.0 is the smallest color difference the human eye can see. Any de less than 1.0 is imperceptible while any de greater than 1.0 is noticeable. Perfect color match has a E of zero. E between 3 and 6 is typically considered an acceptable match in commercial reproduction on printing presses. Standard Register has a target E of 3 or less for all brand colors specified in the print file as PMS colors from the agreed upon standard at the start of the job. 18

19 How Standard Register manages color The Standard Register Color Management Strategy Standard Register utilizes ORIS Color Management software (ORIS Press Matcher and ORIS Certified // Web) to ensure that consistent color reproduction is achieved regardless of printing device or desired final product. This system allows us to monitor and maintain color standards across ALL color devices in ALL locations. The end result is that we can deliver highly accurate, repeatable results from the Standard Register print network. In addition, results can be monitored in real-time and reviewed for data-based troubleshooting by trained professionals. Oris Pressmatcher and Certified Web Installed in 16 centers Every color device in each center will be profiled Toner based Color Printers IGen4 Indigo Ink Jet Wide Format Printers HP Z6100 & 5500 Poster Printers Gerber CAT/UV Printers The color state of every device will be visible to our national control center and production management team. 19

20 How Standard Register manages color G7Consists of: On-site process control and workflow training Standard operating procedures Staff and site assessment Monitoring Quarterly reports on print quality The importance of G7 is the industry-leading set of best practices established by IDEAlliance for achieving visual similarity across all print processes. G7 is both a definition of grayscale appearance and a calibration method for adjusting any CMYK imaging device to simulate the G7 grayscale definition. G7 yields a visual match between different printing devices or specifications when additional color management is not available. Individuals are certified as experts or professionals. Devices, locations and companies are qualified as Master Printers. Certifications must be renewed every other year while qualifications must be attained annually. What does G7 certification mean to our customers? Print is often distributed geographically or across different types. For example, a customer may want to purchase marketing collateral, packaging and signage with the same brand imagery. Clearly the substrate, gamut and other print characteristics will vary for different print products. But if all the print products have the same gray balance and neutral tonality defined by G7, they will look remarkably alike to the human eye. G7 guarantees print buyer expectations of the closest color match from proof to press, across other methods of printing from offset to digital to large format products. Source IDEAlliance 20

21 How Standard Register manages color Digital color or offset? Be aware of the drivers. Digital Best Suited & Most Cost Effective 1-5,000 Quantities (Depending on application and finished size) Digital can achieve the same vibrant colors & high contrast as offset printing. *New HP Indigo presses offer a 5th & 6th color station of exact PMS matches. Same day 3+ days depending on quantity and specs. No drying time so each piece is ready to go as soon as it comes off the press. Digital presses can easily run all text stocks and cover stocks up to 130lb cover. Unlimited. Digital presses can create completely variable pieces in-line. Quantity Quality Turn time Stocks Personalization Offset Best Suited & Most Cost Effective 5,000+ Quantities (Depending on application and finished size) Offset printing allows you to hit exact PMS colors and can produce more pure consistent solid screens. 5+days depending on features and availability. Offset printing uses inks that require drying time. However, offset is faster for large runs because it can produce multiple pieces at high speeds. Nearly all stocks. Offset presses can print on most stocks including magnets, heavy cover stocks, labels, translucent stocks & more. Limited. Your best bet is to create a shell that can later be personalized on a laser or inkjet printer. 21

22 How Standard Register manages color Standard Register resources for brand color management. PMS 320 PMS 220 Have CRITICAL or BRANDED COLORS? Standard Register professionals can assist with ensuring the integrity of your brand presence. We will: Educate your team about the importance of color and brand management Conduct a color evaluation of your brand and provide an assessment and recommendations Review critical or branded color files Provide color profiles for viewing production output on your computer monitor Provide design and print guidance for digital printing 22

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24 The Color of Success Digital color is a core component of Standard Register solutions. Digital color plays an important role in our ability to deliver quality applications within the context of each Standard Register core solution. HC = Healthcare BUS = Business 24

25 The Color of Success Local Marketing color management strategy Allowing for customization, improved speed-to-market, and optimized freight and distribution costs across a decentralized network of users, means that production of the same material can occur in multiple locations across multiple devices. Our ability to guarantee color consistency across locations and devices ensures the integrity and quality of the brand is maintained. Marketing Supply Chain color management strategy When we take on production and sourcing of branded materials for a client, we assume ownership of maintaining the quality and integrity of our client s brand. Color quality and our ability to deliver flawlessly across a network of locations and partners is a critical component of this solution. Our ability to convert materials from offset to digital provides our clients with better flexibility and reduced obsolescence, freeing up money to reinvest in their marketing strategy. Digital Direct Marketing color management strategy Organizations go to great lengths to ensure the message, creative, and personalization tied to a direct mail component of a single or multi-channel campaign will yield the desired response. As a form of nonverbal communication, color is one of the most powerful elements of that design. Research has shown that color increases brand identity, assists in memory, increases participation, and improves readership, learning, and comprehension. Our ability to support an organization s initiative by providing high color quality is a critical component of our Digital Direct Marketing offering. 25

26 The Color of Success Celebrate Health color management strategy Healthcare marketing and human resource professionals use Celebrate Health to quickly, easily and cost-effectively customize and order communication and educational materials tied to National Health-Related Observances and Employee Recognition Days. Customer Communications color management strategy Standard Register is a full-service provider that integrates customer loyalty and marketing processes with transactional billing and communications initiatives including data protection & management, content integration across the enterprise. Transpromo would require ability to match colors on high speed variable inkjet devices, set up to run programmatically at the end of the month. May require spot colors or color match of logos. Training Solutions color management strategy Training Solutions is a solution in which customers contract with Standard Register to manage the process for the management, production and distribution of materials used for instructor led or on the job training programs. This may also include events, meetings and conferences where published materials, including high quality digital color, are required. Common examples of materials in a training program include leader guides, participant guides, user guides, posters, job aids, handouts and more. 26

27 The Color of Success On-Demand Printing color management strategy Standard Register On-Demand Printing is a flexible, scalable solution for managing print-related programs and processes for an organization. This means that at Standard Register we assess and assume responsibility for an inhouse print shop and either continue management onsite or transition support offsite. We can leverage our web-to-print technology platform, expertise of an onsite or near-site Print Concierge and our nationwide network of secure print and distribution centers. Print Center Outsourcing color management strategy In-house print centers are on the receiving end of requests for marketing materials, training materials, patient education materials and more, most of which reflect the organization s brand. Standard Register can far exceed the level of service delivered in an onsite print center. Our digital color investment and expertise will catapult a company s capabilities and brand care. 27

28 The Color of Success Begin the color conversation. How do you get started with digital color? How critical is color to the protection of your brand? How involved is the digital migration? Ask yourself these questions and more to begin the digital color transition. How do you manage your brand standards? How important are color quality and consistency to you? Are you confident that materials ordered and printed via different channels maintain color quality and consistency? Have you ever had any problems with color quality before? Do you find yourself having to order larger quantities of materials and storing them in order to get the best price? What portion of your materials are printed offset vs. digital? What did you consider when making that decision? Knowing that the quality gap between digital and offset is closing, would you be interested in converting some of your offset materials to digital? 28

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32 600 Albany St., Dayton, OH standardregister.com 2012 Standard Register Form No POD (04/12)