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FLEXO Magazine : June 2009
FTA TODAY Left to right: Mark Coffman (standing), Randy Butler, Shannon Steele, Michael Butler, Jim Breitung, Dan Dietrich, Kevin Chop and Greg LaFond. Managing Color… Together Prepress Session: CPCs Address Branding, Answer Printers’ Questions B rand color management is fast becoming the newest buzz phrase in a fl exographer’s lexicon. Shannon Steele, The Coca-Cola Co. and Mike Butler, Southern Graphic Systems; detailed how they’ve succeeded in translating the term into practice at the Prepress Session on Monday, “Everyone has a stake in consistency.” —Shannon Steele, Coca-Cola May 4 at 8 a.m. Steele indicated that “Everyone has a stake in consistency.” In fact, she and Butler advised printers/ converters to expect package buyers to insist on universal color standards and demand the utilization of both visual and instrumental color measurements. “Color evaluation is the backbone of any brand color management system. It is the common thread that must exist throughout the process of commercializing a brand.” With a similar message to convey, Jim Breitung of Sara Lee, alongside session co-chair Dan Dietrich of Schawk, talked about managing color on multiple substrates. According to Breitung, Sara Lee owns 100 brands, manages more than 10,000 SKUs globally, and utilizes four print processes (fl exo, offset, gravure and digital) across paper, plastic and metal substrates. Both men encouraged attendees to create printer profi les from fi ngerprinting on the fi nal packaging substrate, compare the color space of the profi les, and create projectspecifi c profi les to ensure all artwork is proofed within the lowest common denominator of all profi les. Goals: Insure color consistency of brands, establish clear expectations for color, and reduce down time. That was the message communicated by Kevin Chop, Diageo North America and Greg LaFond, Matthews Brand Solutions, when they took the stage. Speaking in the Prepress Session, the duo stressed the importance of consistently communicating color, and advocated that use of common viewing conditions, 40 FLEXO JUNE 2009 a universal color language and identical measuring devices. But this was all just pre-game to the Q&A session, led by chairs Mark Coffman (Dixie Graphics) and Randy Butler (Printpack Inc.). When asked whether they specify CMYK color values, Chop stated that hue angle was most critical. Breitung said he recommends color values, but relies on the fi ngerprint for color management. Steele noted that she required single pigmented inks and a 2.0 delta E tolerance expectation. LaFond and Dietrich indicated that they preferred to involve printers in the design stage, while Steele said it would always be before a fi nal target is developed. In response to an inquiry about the percentage of their packaging printed fl exo, Steele said it broke down 90 percent (labels), 70 percent (paperboard) and 100 percent (shrink fi lm). Breitung claimed fl exo made up 70 percent of packaging across all substrates. Chop indicated 75 percent of his fi rm’s packaging is fl exo, and growing. When asked if proofi ng would ever get as good as fl exographers need it, Breitung stated, “It’s come a long way already,” and added that it was important for printers to choose the right proofer for their operation. Chop said, “It can always get better” and that the individual driving the proofi ng selection was critical. Butler inserted that he wasn’t sure if it would ever get there, saying, “They are different processes” and that it could always be an issue. ■ More specifi c questions and more detailed answers from the Prepress Session panelists will be published in FLEXO’s July issue. www. f le xography. org
Sustainable Spring 2009