Do You See What I See? Sun Chemical Steve Miller
April 21-22, 2010 ď‚Ť San Antonio, TX
how does managing color help us increase revenue?
• To accurately communicate color within an organization. • To accurately communicate color to customers. • To insure color consistency in manufacturing processes. • To guarantee customers accurate color reproduction regardless of geographic location
color technology - why do we need it?
What is the best tool for color control?
color technology - why do we need it?
What is the best tool for color control? • Human Eye
color technology - why do we need it?
What is the best tool for color control? • Human Eye • Densitometer
color technology - why do we need it?
What is the best tool for color control? • Human Eye • Densitometer • Spectrophotometer
color technology - why do we need it?
What is the best tool for color control? • Human Eye • Densitometer • Spectrophotometer
All of the above!
color technology - why do we need it?
So what about us? • What part do our eyes play in the world of color? • How can we test our visual system? • Do we all see the same? • How can we know?
color technology - why do we need it?
COLOR RESPONSE The Survey Says... • The seven factors of how and why we respond to color • INHERITED • LEARNED • GEOGRAPHICAL FACTORS • REGIONAL • CLIMATE • LIGHT • INCOME LEVEL
Correct color response equals revenue and translates into responses to: • Direct mail • POP displays
color technology - why do we need it? HOW MANY COLORS DO YOU THINK WE CAN SEE?
• 100? • 1,000?
• 100,000?
• 1,000,000? • 5,000,000? • MORE THAN 5,000,000!!!
limitations of the human eye…
Just how good are our eyes… Lets “see”
Look at the ‘X’
x
x
limitations of the human eye…
• Retinal Fatigue – Brief eposure to strong colors leaves an afterimage. – Considerable rest is required to refresh the eye’s.
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limitations of the human eye…
• Retinal Fatigue • Poor Color Memory – A colorist knows that two objects must be viewed simultaneously in order to fully judge their differences.
Different Grays?
No, Same Gray!
Same oranges?
Same Oranges!
limitations of the human eye…
• Retinal Fatigue • Poor Color Memory • Background Effects -
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limitations of the human eye…
• • • •
Retinal Fatigue Poor Color Memory Background Effects Colorblindness – One male in 13 suffers from red / green colorblindness. Females do better statistically... one in 300 suffers the same genetic deficiency.
limitations of the human eye…
• • • • •
Retinal Fatigue Poor Color Memory Background Effects Colorblindness Lighting conditions – ‘Light is color’; failure to adopt good viewing habits often results in bad color decisions.
color communication
Let’s “Talk” Color
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limitations of the human eye…
• • • • • •
Retinal Fatigue Poor Color Memory Background Effects Colorblindness Lighting conditions Recordability – Stress, time of day, fatigue, ambient conditions... all will affect the way in which we see color.
limitations of the human eye…
• • • • • • •
Retinal Fatigue Poor Color Memory Background Effects Colorblindness Lighting conditions Recordability Age – Yes friends... as we age our visual response changes.
mind games‌ Red
Quick!!! Look at the box on the right and say the COLORS the words are printed in.
yellow green blue red blue yellow green blue
mind games…
Not so easy, is it?
• Most likely you started to read the words (red, •
•
yellow…) rather than the colors they’re displayed in (blue, green…). You’ve just experienced “interference”. When you look at these words, you see both their color and meaning. Because those two pieces of evidence are in conflict you have to make a choice, and experience says that word meaning is more important than color. Interference occurs when you try to pay attention only to the color.
Why should you care about this?
• Color is a critical part of any companies brand. • It is important to your message and your brand that
color is managed properly throughout the entire color chain.
Color theory
Let’s Now Discuss Color Theory... • Color is explained by 2 theories: • Additive Color Theory • Subtractive Color Theory
Color theory
Additive Color Theory • RED + GREEN + BLUE = WHITE • Example : Color TV or Monitor
Color theory
Subtractive Color Theory • CYAN + MAGENTA + YELLOW = BLACK • Example : Color Printing
Setting Color Tolerances
To Compare...
•Lab
Hunter, 1945
75%
•L*C*H* C.I.E., 1976
85%
•CMC2:1
95%
CMC, 1988
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Global Shade Library
gsl - needs assessment • • •
In the past each Customer Service Center or In-Plant handled color requests independently Some used computer-aided formulation, most used personal experience. This Resulted in every color match having a different formula – even for the same color and the same brand owner.
gsl - selecting colors • Pantone starting point – Use the Formula Guide & Electronic Library • Customer requests – Use High Volume Formulas from Large Converters – Use Brand-Owner Standard Product Colors • Ongoing field input – Add New Formulas as They Become Available
gsl - bases and substrates
• Commercial Offset & UV Offset – – – –
Starbrite Opaque Text (80# ) Corniche Matte Text (80# ) Centura Gloss (80# ) Clay Coated Newsback (18#)
gsl - storing colors Select Formula
Store in library
Weigh ink
Generate Spectral Curve
Proof ink
Measure
gsl - population
color matching workflow Color match Request. Std. from Customer
Choose starting formula
Measure color & select formula
Weigh formula
Weigh formula
Mix Formula
Mix Formula
Proof mix
Proof mix
Weigh color addition
Average of 3 times
Decide on color addition
Visual comparison to color standard
No
Is Color OK?
Yes
Color match request. Std. from Customer
Weigh color addition
Average of
Measure mix to color standard
Yes
Go to Production
Is Color OK?
1 or less No
Select correction
define target color > get example
basic recipe – final OK
Tjkl
shade library benefits
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Benefits
– Improved optimization of color matching resources – Encourages more rationalization of products – Good control of resources – Faster response to color match requests allowing quicker turn on print jobs
key take-aways
1. The human eye can be fooled – we need to use technology to help us manage color! 2. We must be able to accurately manage color across a brand, a pressroom and the globe. 3. Our ability to manage color efficiently, directly translates to revenue and profitability!
Do You See What I See? Sun Chemical Steve Miller
April 21-22, 2010 ď‚Ť San Antonio, TX