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FLEXO Magazine : February 2012
Industry Indicators The Importance of Color Management Policies and Guidelines Provide Foundation For color Quality By axel Kling All brands are not created equal and customers make split-second, often unconscious, decisions before a purchase. This infinitely small window of opportunity requires a unified, singular message to transcend fashions and elicit positive connections. In order to prevent any other message than the desired one, a company ’s branding efforts must be committed to entirely. Color is a crucial element of this brand identity. Because we process every object within view simultaneously, color em- phasizes certain areas. The ability of color to evoke associa- tions, and form initial opinions, should not be taken lightly. A consistent, uniform color is a powerful promotion tool as well as a brand enhancer. Manage Color, Manage IMage • Constant diligence is required for color to be repeat- ed on each and every substrate or printing process • A centralized color management process provides consistent print reproduction from supplier to sup- plier, driving standardization to achieve consistent print quality • Coca-Cola has dozens of agencies sending digital files to four different color separators but only one approved proofing system • All suppliers must conform to established specifica- tions, policies and guidelines Paperboard carton, an example of just one of 17 substrates that require consistent imagery. Photos: coca-cola co. 22 FLEXO FeBruary 2012 www.flexography.org