When we’re choosing colours during the design process, we use a Pantone colour bridge swatch book. This shows solid Pantone inks along side their CMYK reproductions and also has equivalent RGB values for use on screen. Being able to see all three main implementations at once helps us to choose colours that will hopefully be consistent wherever they are seen.

However; there are many variables which we can’t always account for at this point in the process. We might need to print on to canvas or a substrate that isn’t a neutral white, or we might need the colour to work on a range of screen devices that each display colour differently. Finally, we might also need to produce a neon or metalic ink equivalient in CMYK and RGB.

As we’re passionate about branding, it makes total sense that we’re also rigorous about ensuring that our client’s brand colours implement successfully across a variety of applications for screen and print.

This is where testing and our colour matching print guides come in. If we’re uncertain, we run test prints which have subtle variations of the colour values so that we can choose the one which looks best, and which matches any other materials that have already been produced.

This doesn’t just apply to solid colours. We also run test prints of images with different colour profiles applied so that we can guage which profile outputs the best image, on the printer or screen which we intend to use the image on.

This might sound a bit complicated, but it’s using processes like this that mean we deliver beautiful brands that our clients and their audiences love.

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