There is an element in offset printing that can communicate beyond its textual content. This is the use of very specific color hues to achieve a better print material for advertising. Color expression is a powerful tool. It does more than raise the aesthetic value of your marketing tool. It stirs emotions and for certain cultures, it can even stand for something relevant in terms of beliefs and religions.
When it comes to emotions, colors can awaken and arouse, or on the opposite end, dampen feelings. Hence, their strong influences have been tapped repeatedly to drive persuasive messages and to create greater impact.
Color basics
There are literally thousands of colors. You may be more familiar with the color wheel that showcases primary (red, blue and yellow), and secondary (orange, green and yellow) colors
You can play with the intensity of colors simply by making them darker or lighter to produce different shades and tints. You create a shade by adding black to a color while tints are made by adding white.
But from the hues in the color wheel, a wider color gamut can emerge by mixing two or more colors at various concentrations. To get a better idea, you can view the Pantone Matching System (PMS) swatch book of your printer. This is a color guide released annually by the Pantone Company which presents a comprehensive visual of the array of ink colors used for making full color prints.
Pantone inks are used as fifth or sixth color when the usual cyan, magenta, yellow and key color black (CMYK) image space is not enough to produce a very specific shade or tint. This addition, called spot color process, is done in offset printing and cannot be done in digital printing.
Color range
The PMS color guide is conveniently organized for quick browsing. Each color and hue is coded so the ink colors can be easily recognized through this coding system.
Another benefit of using this swatch book is that the colors are printed on coated and uncoated paper so you can immediately see the effect of the presence and absence of varnish on the color. Through this, precision in printing can be obtained.
Color Association
Certain color provoke specific thoughts and feelings, providing an even more effective advertising approach, or if improperly used, could prevent the message from surfacing. A few examples of associations are the following: red and love, blue and peace, yellow and happiness, purple and royalty, green and nature, orange and vibrancy, black and elegance, and white and purity. These are just some of the basic relationships between color and certain concepts.
By having a more definite shade, you can further improve the impact of your ad message. For instance, dark blue shades refer to masculinity, and deep red can connote blood.
You can ask your printer for their PMS copies and make sure that you inform them that you need Pantone inks before hand since they still to acquire these inks.
When you manipulate the colors present in your offset printing product, you can automatically do more with your designs, as well as the push for better message impact and comprehension.
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