Colour matching for brand consistency #
Colour discrepancies in print can happen for several reasons, and understanding them can help you better manage expectations and achieve the best possible results.
1. Screen vs. Print Colours (Your Monitor vs Our Printer) #
One of the most common reasons for colour variation is the difference between computer monitors and printed materials. Screens display colours using the RGB (Red, Green, Blue) colour model, which produces vibrant, backlit colours. Printers, on the other hand, use CMYK (Cyan, Magenta, Yellow, and Black), which can result in subtle variations and sometimes duller tones than those displayed on your screen.
2. Colour Calibration (Your Monitor vs Our Monitor) #
The calibration of your monitor affects colour output. If your monitor is not colour-calibrated, the colours you see on your screen will not be accurate. If you go to buy a television at a superstore, you will see many screens with the same content. Each brand handles colour differently, and different screens have different resolutions. Some films are available in 4K, while others aren’t. Therefore, the same content appears differently on each screen, just as it does on our monitor and yours. The colours will look different. As professional designers, we use colour calibration tools to ensure that what we see digitally is as close as possible to the printed output.
3. Paper Type and Finish (colour = wavelengths reflecting off a surface) #
The type of paper you print on plays a significant role in how colours appear. Glossy paper tends to make colours appear more vibrant, while matte paper can slightly mute colours. Uncoated paper, such as the ’bond’ used for letterheads, which is great for writing on, absorbs ink differently from coated paper, such as a silk, which will alter the way colours are perceived. Most inks on uncoated paper appear ‘flat’ compared with the ‘pop’ from gloss paper stocks. We will advise on the best paper stocks if you are aiming for consistent colour. It must also be noted that the finishes, such as laminates, that occur after printing will also affect how the colour is perceived. Matt creates a slightly duller colour, whereas gloss lamination makes colours look more vibrant. Velvet lamination makes colours look deeper and richer.
4. Printing Method Differences #
There are various printing processes and each can result in slight colour variations:
Digital Printing is great for short runs and fast turnarounds, but it may not always achieve the exact shade expected, especially with solid colours.
Offset Printing generally provides more consistent colour accuracy but requires precise colour matching.
Pantone (Spot Colour) Printing is used when exact colour matching is crucial, but it is much more expensive than CMYK.
Branded promotional materials will use a variety of processes from screen printing to embroidery. It’s essential to have an agreed-upon colour palette to use consistently across your marketing materials.
5. Ink Coverage and Drying #
The way ink is absorbed and dried on paper can impact the final colour. Over-saturation or under-saturation of ink can lead to inconsistencies, and humidity or drying times can also affect the final look.
6. Pantone Colours and Brand Colour Consistency #
If colour consistency is crucial for your brand, Pantone Matching System (PMS) colours are a great solution. Unlike CMYK, which can have slight variations in different print runs, Pantone colours are pre-mixed inks that ensure a precise colour match every time. Many brands develop a brand colour palette using specific Pantone shades to maintain consistency across all marketing materials.
Having a well-defined brand colour palette ensures that your company’s materials—from business cards to banners—always appear cohesive and professional. When working with a printer, providing them with your Pantone references can help maintain consistency across different materials and printing methods.
7. Selecting a printing company that understands your brand identity is important. #
RWP GROUP, a Print Partner, understands brand. RWP work as your brand custodian, a trusted partner who ensures that all printed materials align with your brand guidelines, helping maintain consistency across all touchpoints.
If you are a Marketing Service Partner, RWP will:
Work with your brand’s colour palette to ensure uniformity.
Offer advice on the best printing techniques for achieving accurate colours.
Provide proofs and test prints to ensure you’re happy with the results.
Understand your brand’s needs and long-term vision to ensure consistency across all marketing communications.
How to Improve Colour Accuracy #
Please let us know if you would like to match a previous job or if this is part of a set/campaign where all the colours need to match.
If possible, keep the same press and paper stock.
Colour can fade. Try to work out how much you need for 6 months or so, and keep out of direct sunlight.
Use CMYK Colour Mode when designing materials for print instead of RGB.
Keep away from gradient tints. Each press deals with these differently.
Choose the right paper stock and finish to match your colour expectations.
Work with a trusted printer who understands colour management and calibration.
Provide Pantone or CMYK colour references if exact colour matching is required.
Partner with a print provider who acts as a brand custodian to maintain consistency across all materials.
Final Thoughts #
RWP GROUP (and no one else) can guarantee an exact colour match if your job is printed CMYK.
This is perfectly normal. However, your jobs will be printed within tolerance and to ISO standards.
We employ the latest technology, and the presses we use meet the highest colour calibration standards. They feature inline spectrometers that measure colour consistency every 20 sheets.
We will guarantee jobs in that if the colour is off due to a printing error, then we will always reprint the job free of charge.
