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issue #5 ©<br />
l i n k e d<br />
61<br />
Colour cards set<br />
the framework<br />
It is, however, virtually impossible always to achieve the<br />
ideal. The basic parameters vary too much (the substrate<br />
being the key here). Nevertheless, if we want a product<br />
and the brand to appear as consistent as possible even if<br />
compromises do have to be made, they should at least be<br />
consciously weighed up and always go in the same direction.<br />
<strong>Linked</strong>2Brands has devised so-called colour cards for this<br />
purpose that predict the appearance on a certain substrate<br />
with a specific printing method. <strong>Linked</strong>2Brands starts out by<br />
analysing the portfolio: the number of substrates, the printing<br />
method, the colours and elements that should be constant.<br />
They cluster these and decide how closely each of the<br />
different scenarios should be managed. The results are<br />
applied in the subsequently printed colour cards. They show the<br />
spectrum of colour deviations that are acceptable and thus<br />
set the standard. Customers will then know what to expect.<br />
Since <strong>Linked</strong>2Brands likes to work with brand owners through<br />
all stages of packaging production, they provide in-depth<br />
consulting services before starting the analysis. They promise<br />
customers that this will save more time and money because<br />
this method defines the goals before printing starts.<br />
But here, too, absolute perfectionism would be out of<br />
place: "You could go on and on defining the colour scale<br />
until it drove you mad," says <strong>Linked</strong>2Brands Director Hilss.<br />
The brand experts at <strong>Linked</strong>2Brands usually concentrate<br />
on two, three or four versions to be cost-effective. This<br />
approach enables clients and printing partners to see the<br />
benchmark that has been set. Once everything works,<br />
the separate file together with a true colour proof and the<br />
colour card is sent to the printer, which is ideally equipped<br />
with <strong>Janoschka</strong> printing tools.<br />
All this will also make life easier next time we want to watch<br />
the football with our friends: nothing will stand in the way of<br />
quickly grabbing a bag of crisps off the shelf.<br />
Colour<br />
Cards<br />
- simulate the printing result prior<br />
to production = predictability<br />
- reduce set-up time<br />
- reduce waste<br />
- are more efficient<br />
- save costs<br />
- reach the market faster
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