Avoiding
Mistakes: Understanding Color Shifts
Brochures and business cards are almost
always created in a color system called Process, or CMYK color
printing. Cyan, Magenta, Yellow and Black are mixed together at certain
percentages to create each colors.
Your computer monitor uses a complete
different color system called the RBG color system. This color system
is capable of producing more vibrant colors that the CMYK/Process color
system cannot, including these colors: Royal blue, electric blue,
florescent green, royal purple.
Because your computer monitor is using the
RBG color space and the final product will printed out using the
CMYK/Process color system, the proof
that you are seeing on your computer monitor may not provide an
accurate portrayal of how the colors will actually print out. It is
therefore impossible to guarantee that any color will print exactly was
you are seeing it on your computer monitor.
There is a way to guarantee and exact color
match: This involves using a completely separate color system called
the Pantone color system, which is a swatch type system that you might
see at a paint store. This color system is considerably more expensive
than the CMYK color system.
If you need a 100% perfect color match for
each, we (nor any online design or print firm) cannot provide this.
You’ll have to work with local designers and print shops. Most
people do not need this level of color precision...but if you need to
have a perfect color match, such as a logo that needs to be an exact
shade of blue, or you simply cannot tolerate color shifts, then
you’d be better off hiring a local artist on an hourly basis.
Process"
or "CMYK" color printing, does not have the ability to create
certain rich/vibrant shades of blue, green, purple...as
well as fluorescent colors. Colors like "Royal Blue" will
actually print out much darker if you try to use this color in your
brochure. This misunderstanding about the limitations of full-color
process printing is by far the biggest issue/problem that car arise
between you and the printer/designer. Be sure you understand that you
will not be able to duplicate rich, vibrant colors in your brochure.See
graphic below for the problem colors.
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Examples of colors
which cannot be correctly reproduced in Process Color Printing
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Brochure
proof as viewed
on your computer monitor
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Brochure
as it might look when
actually printed out
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The bottom line: Your computer monitor
can product rich, vibrant colors. The system used in professional
printing cannot. If you view a proof for a brochure that is created
using rich/vibrant colors, the colors will appear correctly on your
computer monitor, as viewed in the sample at top-left. Yet, when it
comes time to have this printed professionally, you'll be in for an
unpleasant surprise. Your rich/vibrant colors have printed out much
darker than you think, possibly created the need for an expensive
reprint of your brochure
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