END GOAL- BRAND COLOR ACCURACY

Transcription

1 #Color2018 END GOAL- BRAND COLOR ACCURACY Scott Thompson sgsco

2 at a Glance Integrated branding and marketing solutions for retail, CPG, life science companies and printers Strong global footprint $510M revenue in 2016 North America 36 locations Latin America 5 locations Europe 9 locations Asia Pacific 7 locations 3,600+ team members 10% located onsite with clients

3 Real World Color A Practical Tour Through the Multitude of Printing Methods, Substrates, Applications and Hurdles in Color Management 3

4 Visual Continuity Packaging s Role Strongest consumer facing investment Carries brand equity into consumer s home and life Facilitates and enhances product usage experience 66% of buying decisions are made at shelf, most in under 4 seconds 4

5 Color Management Brand Equity and Print Control Goal: Ensure that printed packaging being shipped out matches brand guidelines and meets quality expectations while removing as much subjectivity as possible Brand Commitment to the Customer High Quality Value Consistency 5

6 CNBC Article on Plain Packaging Plain packaging: How much food and beverage giants could lose from their enterprise value The Coca-Cola Company - $47.3 billion AB InBev - $43.3 billionpepsico - $43 billion Nestle - $24.3 billion Heineken - $12.2 billion Pernod Ricard - $10 billion Mondelez International - $6.2 billion Danone - $299 million Source: Lucy Handley-Writer, CNBC.com 6

7 Our philosophy: We believe the package is the new media. The package is the only constant Purest form of brand communication Portal to the digital world Consumer habits have changed rapidly 75% of adults want more product information & crave quick access to mobile research when shopping

8 Connecting Brands with Empowered Consumers Changes over the last decade have benefited the consumer, but put pressure on the ultra-competitive $4 trillion a year Consumer Packaged Goods industry. Companies cannot take for granted their consumers loyalty; they need to connect emotionally with consumers on an ongoing basis with an always on mindset. The challenge for manufacturers is to develop new, innovative relationships with empowered consumers. 76% 400% 76% of consumers in the U.S. believe that economic challenges have caused me to realize which brands I really care about and which ones are less important to me. The number of purchases made with mobile devices the favored tool of empowered consumers is projected to grow 400% by AND What you see digitally now sets a quality expectation of the product delivered or on shelf

9 However The journey from design to the shelf is rarely without complication 9

10 Real World Color Multiple Substrates Multiple Print Processes Print Technology Variability People 10

11 Family of Items 11

12 Framework for End-User Color Management As early in the process as possible! Proof design to a standard appearance model that s printing-method agnostic It establishes what the customer sees in early development, independent of final destination It s popular today to use GRACoL2006 or one of the G7 CRPCs 12

13 Framework for End-User Color Management Print wise, Calibrate so that the outcome matches some standard appearance: G7 using near-neutral calibration Or traditional dot gain compensation? 13

14 GRACoL Standard 14

15 Managed by Gray Balance 15

16 Managed by Dot Gain Compensation 16

17 Broad Assumptions If a printer is G7 certified, his printing will match everyone who s G7 certified. Not necessarily, especially in packaging. If a printer has the exact L*a*b* values of some standard, his printing will have the same color gamut as all others with the same standard inks. If the solid L*a*b* and dot gain of a color matches, tints will match as well. 17

18 So- How do we make everything match? Start with Standards (ISO, SWOP, GRACoL ) ICC to ICC profile conversions Press specific characterizations Print Trials and Testing 18

19 Offset Examples ICC to ICC Profile Conversions The assumption of standards and automation Standard Offset 1 Offset 2 19

20 Flexo ICC to ICC can work (but highlights and other factors exist) may not be as automated Considerations: Decontamination? Min Dot? Carryover Dot? Ink sets 2% Dot in File/ On Plate Printed 2% Dot (12%) 20

21 Flexo Examples Highlights Contamination Carry Over Dots 21

22 Gravure ICC to ICC more complex Gammas Ink Let Downs Solid Ink Relationships Engraving Parameters Ink Sets Flexo Offset Gravure 22

23 Gravure Ink Let Downs Versus other print technologies Dot gain based on solids/relationships 23

24 Tint Let Downs Gravure Flexo/Offset Gravure Flexo/Offset 24

25 Brand Colors Substrates TARGET 25

26 Bring it all TOGETHER Brand Equity Colors TARGET 26

27 In Summary 1. Start the process with print agnostic design targets to set better expectations for the brand 2. Calibrate to an industry standard so set expectations are obtainable 3. Understand the impact of substrate and print technologies on the results 4. Communicate and engineer brand colors through an approval process to ensure consistency in solids AND tints (as much as possible) 5. Work collaboratively with all process participants to ensure everyone is working toward the common goal 6. Monitor the process to identify gaps and deliver solves 27

28 Final Deliverable 28

29 #Color2018 Thank You Scott Thompson VP Global Color Management & PQM