Tag Archives: digital printing

RGB vs. CMYK vs. PMS

It’s time to send your design to print, but you’ve got one big question: RGB, CMYK, or PMS? Choosing the right color profile can make all of the difference in the world when it comes to how your design will appear in print. Pick the wrong one, and your colors may not look the way you want. Here’s a simplified breakdown of each of these three color profiles and when you should use each in your marketing designs.

RGB

RGB stands for “red, green, blue” and is often used in digital design to accurately represent colors on computer screens. To create a color pallet, this profile blends red, green, and blue light waves to give you the exact shade you’re looking for. RGB is best for projects like:

  • Infographics
  • Websites
  • E-Newsletters
  • Online Catalogs

A viewer’s monitor settings can change the way RGB colors are displayed on the screen, so your digital designs might vary slightly on different computer screens.

CMYK

Similar to RGB, the CMYK color profile blends multiple colors together to achieve the right look. The colors used in CMYK are cyan, magenta, yellow, and key (black), and each color is applied in layers during the printing process to match your chosen hue exactly. You would use a CMYK profile for:

  • Most everyday print materials

This profile is ideal for printed materials, but you should expect very slight variation in your colors throughout the printing process. This is a result of differences in paper, ink levels, temperature, and the process of mixing inks itself. While this variation is barely noticeable, it should be a factor when considering which color profile to use for branded materials.

PMS

PMS, or Pantone Matching System, is the most accurate color profile for printed materials. RGB and CMYK colors are blended in real-time during the printing process, which can create inconsistencies in your color. PMS colors are pre-mixed before printing and each color is applied one by one to maintain consistency throughout the print job.

Given its unique accuracy, the PMS color profile is most often used for:

  • Corporate Branded Print Materials

You also have the option of using PMS and CMYK together to achieve a full color palette for full-color photographs and other multimedia printing projects.

Each of these color profiles has its strengths and weaknesses, and it’s important to choose one that meets your specific printing needs. Discuss the possibilities with your printer to accurately display the colors of your design and capture the essence of your branding in the printing process.

Advertisements

Benefits of UV Coating

Printed marketing materials are often your business’s first contact with new customers, and it’s important that they make a great first impression. UV coating is one way you can make your postcards, business cards, catalogs, and other products stand out and draw attention to your brand.

But what is ultraviolet (UV) coating? This finishing technique involves the application of a wet compound to paper that is cured and dried with ultraviolet light. This process results in a glossy sheen that is as attractive as it is durable.

 

What are the benefits of UV coating?

UV coating creates a stunning, dramatic visual appeal with a wide variety of mediums, whether you’re sending out postcards or designing presentation documents. But in addition to its aesthetic value, this coating process has several additional benefits.

  • High-Shine: UV coating adds a truly unique shine to your printed materials, deeply enhancing colors and creating a slick visual effect. This coating is great for photographs and high-color documents like catalogs and folders.
  • Customizable: Your printer can adjust the reflectivity and thickness of your UV coating depending on your unique needs. You may opt for a glossy coating or an understated matte for maximum effect.
  • Fast Drying: Production time can significantly slow down your marketing campaign, but using ultraviolet light, these materials dry instantly to save you time.
  • Durable: When you’re mailing or distributing your materials, they can often get scuffed or scratched in transition. UV coating keeps your materials looking fresh off of the press for much longer, allowing you to design mailing pieces, business cards, and brochures with a durable, abrasion-resistant design.
  • Environmentally-Friendly: Many coatings use harmful solvents, but the compound used in UV coatings are free of solvents and don’t emit volatile organic compounds during the curing process.
  • Affordable: The process of applying UV coating is very affordable, particularly when you consider the return on your investment. High-quality printed materials can inspire confidence in your brand and impress your customers and clients.

When is UV coating not a good option?

There are some instances in which UV coating is not your best option for your printed materials. These occasions include:

  • When you’re using lightweight paper (under 100#): UV coating may crack or curl if used on lightweight paper. Heavier stock is recommended for this coating process, such as paper stock used for business cards, booklets, flyers, and catalog covers.
  • If the material needs to be written on: Writing with ink on coated paper can take a long time to dry and result in unflattering smudges, so it’s best to opt for uncoated paper if it needs to be written on. For materials like business cards that may be used for visual and functional purposes, you can coat one side and leave the other uncoated for writing.
  • If you’re using metallic inks or foil stamping: Unless your metallic ink is sealed, its naturally flaky surface can cause the UV coating to peel and flake. Additionally, the UV coating on your materials may not allow for a foil stamp, so discuss this possibility with your printer before deciding on coating or stamping.

UV coating is a great option for marketers, advertisers, and small business owners alike. By using this coating on your printed materials, you can create eye-catching materials that promote your brand and attract customers—without breaking your print budget.

Make Your Mark with Print

Why printed marketing materials are here to stay

Huge chunks of marketing and advertising budgets are often spent on web design and online advertising, so it’s easy to overlook printed materials or to disregard them as unnecessary. But marketing collateral—a catch-all term for all of the media that sells a product or service—still goes well beyond the digital realm. Even the most modern business relies on the distribution of printed marketing materials as important tools for their sales force. They count on it for rich and robust direct mail campaigns, to distribute at industry events and tradeshows, and to accompany their product distribution.

Why it’s necessary

2015-08-20 10.08.34 (1)Marketing collateral is what sets your business apart from competitors. It defines and strengthens your brand, telling the story of who you are, why you matter, and why your target audience should buy from you. On a more practical note, it builds awareness of your business and leads to increased sales.

The most effective collateral leverages both digital and print resources, carefully blending them to accentuate the most powerful and unique attributes of your business. Digital provides accessibility and convenience, while print demonstrates your commitment to longevity.

Back to basics

The exchange of business cards dates back over a century, and remains a respected interaction among networkers today. A strong card design catches the recipient’s attention, making a memorable impression while clearly conveying your style, value, and brand identity.

Version 2Sell sheets and flyers provide information on products or services in an easy-to-read, unassuming format. These pieces effectively convey details that might otherwise be overlooked or forgotten, leaving behind a hard copy for future reference.

Another great tool is the brochure, which can be distributed in print and online format. You can highlight your main offerings while also delving a little more into who you are.

What your business needs

Marketing collateral is essential for business growth in all its forms, but it’s difficult for someone outside your business to tell you exactly what will best suit your needs. For maximum results, consider meeting with a printing company who offers graphic design and copywriting services. You’ll want to carefully consider your audience when choosing and designing the collateral to highlight your products or services. Most importantly, make sure everything is consistent: colors, logos, fonts, and styles should complement one another and resonate the same message across all advertising platforms.

Going the extra page

Beyond the basic pieces—business cards, sell sheets, and brochures—lies a world of enhancements for your marketing collateral. Coil books and smaller booklets go a step beyond the brochure with more facts and figures available for later perusing; this is a clean, sleek way to present industry colleagues or potential customers with a tangible reference.

Version 4Mailed newsletters and postcards help forge a connection with your clientele, and are viewed as more legitimate than a simple email version.

Finally, manufacturers and other industries often require a plethora of print collateral to accompany and support their product distribution. This may include product literature, packaging inserts, training manuals, kits, specialized fulfillment projects and more. Pairing up with a reputable printing partner that is capable of handling high volume printing and unique custom print projects, with all its support services, is key to receiving the adequate support your organization deserves.

Forge ahead

With a slew of printable materials available, it’s easy to find ways to make your business stand out, whether it’s by providing manuals and user guides or including something so simple and effective as personalized notes on custom stationery. With careful thought in choosing the right print collateral, your business will be primed to make its mark.

The Resurrection of Print Media

F-sellsheet-keystoneWhen Does Print Trump Digital?

In today’s tech-centric world, it sometimes seems like digital media and advertising is pushing print into becoming obsolete—but there are some arenas where print will always have the edge. It’s a medium that can be directly targeted to your audience, and is believable and accessible to those you’re trying to reach.

While many believe that digital is the new frontier, and that all efforts should be concentrated there, the reality is that print is as relevant as ever—particularly with more and more competitors disappearing from the print world. It’s becoming more of a free game, which means you can seize valuable opportunities to reach your market.

Hitting the Target

One of the most obvious benefits of print marketing is the ability to localize your advertising. Internet ads are everywhere, and most people simply skip over them. If you limit your marketing to the web, you’ll have a more difficult time seeing a return on your investment.

Print allows you to deliver your message to specific people, whether it’s through targeted placement in niche magazines or localized mailings to nearby potential customers. You can much more effectively reach your audience when you focus your attention where it will matter most.

Tangible & Credible

Even with the prevalence of the Internet, there is still a certain legitimacy associated with print media. Newspapers, magazines, and flyers can last much longer than a browser window on a computer. There isn’t the same overabundance of print ads as there is online banners, so it’s easier to get more focused attention for your advertisement.

Local marketing in particular gains credibility by being in print: a business card or leaflet picked up from a coffee shop billboard is more likely to be remembered and followed up on. Additionally, unlike popup and banner ads, print doesn’t carry the risk of electronic viruses.

Anytime, Anywhere Accessibility

It can sometimes be easy to forget that not everyone has ready access to the Internet, or the desire to connect digitally. Older Americans, those without personal computers, and individuals who simply prefer to connect in the tangible world will be entirely missed by digital marketing. To fully encompass your target audience, it’s important to consider people who may fall outside the computer world. You want your message to reach as many as possible, so don’t restrict it to a screen.

Your Brand, on Paper

Print media also provides an invaluable method for one of the standbys of marketing: branding. Consistent fonts and colors help to strengthen your visual identity, and they’re easier to maintain across a variety of print methods.

Instead of following the crowd into all-digital advertising, set yourself apart by targeting your ideal clientele with a message they’ll be sure to see—and likely to respect.