The Language of Color
In a world already full of acronyms and codes, who
would have thought that something as simple as color
could join in the confusion? Knowing the different
color models and how they are used is not only
helpful in getting the visual results you want it is
critical to staying on budget.
Of the many color models available, there are really
only three in which you need any fluency: CMYK, PMS
and RGB.
CMYK Color
This acronym stands for cyan, magenta, yellow and
black. CMYK is also known as process color, full
color, 4 color, and 4c. The colors are versions of
the primary colors, blue, red, yellow and black.
They create full color images like you would see in
a magazine. Choose CMYK when you need life-like,
realistic color, more than two colors, have a large
press run, or are printing only on your office
printer.
What you need to know:
* If you are printing your project on a desktop
color printer, look at the ink cartridge. If yours
is CMYK, save your files and photos in that format
for best output.
* Full color commercial printing is typically more
expensive than one or two color. Typically, a press
run of 1000 or more is needed to make this format
economical.
PMS Color
The Pantone Matching System® (PMS) produces a
specific color. It contains hundreds of colors,
light to dark, bright to pastel; each designated by
a number. PMS colors are typically used in one and
two color printing and are also called spot color or
flat color.
The PMS model delivers reliable color whenever you
print it. It is an excellent choice for giving the
impact of color to low budget jobs, and maintaining
consistent use of corporate colors.
What you need to know:
* Inkjet and color laser printers are not able to
produce PMS colors accurately, however some colors
work better than others.
* There is no accurate proofing system for PMS
color. The closest match can be shown on a high
quality digital proofing system, available from your
printer. When choosing PMS colors, have your
designer show you a swatch from a PMS book to
approve the color choice.
* PMS colors can be "screened," printed as a lighter
value of the color, in effect creating many colors
from a single ink with no extra cost.
RGB Color
RGB stands for red, green and blue and makes up
onscreen color. The RGB model is used for projects
that will only be seen on a screen and not printed.
RGB is the right choice for projects like websites,
PowerPoint presentations and Acrobat .pdf files. Be
advised that different monitors have different
screen resolution and that can affect color display.
What you need to know:
* RGB produces vivid colors that look fabulous
on-screen, but are difficult to reproduce in other
color models. When converted to CMYK, many RGB
colors look muddy and dull, and many have no Pantone
equivalent at all. If your project will ever be used
offline, be sure to select colors in the printing
method it will be used in the most.
Color Matching
Have you ever wondered why the proof you are emailed
looks different from the color mock-up from your
designer, and different still from the printed
piece?
What you need to know:
* Forget about this. Nothing ever matches exactly.
The PMS or process color swatch book is the closest
representation of the color you will get on press.
* Learn to think of your proofs as an approximation,
and clearly explain to your designer what you are
looking for. Trust your creative team to get the
best match possible.
* If you must see exactly what a color will look
like "final" you’ll need to display it on the
monitor it will be shown, print to the desktop
printer you will use, or order a sample printing of
the PMS color you want. For process printing, you
should be present during printing to approve the
final output.
When using color, choosing the wrong format for your
project can produce unexpected or unusable results,
costing you both in lost time and money. Mastering
the terms that specify color will provide valuable
savings in every way.
About The Author
Author Info:
Beth Brodovsky is the president and principal of
Iris Creative Group, LLC. Brodovsky earned a
Bachelor of Fine Arts in Communication Design from
Pratt Institute, New York. Before launching her own
firm in 1996, she spent eight years as a corporate
Art Director and Graphic Designer, providing a sound
foundation in management and organizational
standards and structure. Iris Creative specializes
in providing marketing and strategic communication
services to clients in service industries and small
businesses. For more information contact Beth at
bsb@iriscreative.com or
610-567-2799.
Terms:
Articles may be reprinted provided content is not
edited and links are kept live
Source:
www.articledepot.co.uk
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