Color
printing or modern lithography has become a key aspect of advertising for the
present business needs. Color creates depth in a logo or a business card. A
black & white and dull business card is unattractive. Texture and color in
any business card can make the businessman pop out from the rest. A company
that has its corporate colors well thought out can impact the market with a
brute force.
Seeing
is believing, and what we see first in the advertising industry are colors and
shapes. Many Dubai based marketing projects complain that the colors they
wanted on their logos did not come out as they designed it on their monitors
and laptops. That's when the concerned printing
companies explains that it is almost impossible to match
those colors. Here's why.
Bi-standard inks
The
color we see on our laptops and monitors is generated from an RGB color
palette. The RGB stands for Red, Green, and Blue. The laptop monitor is black
and different combinations of the monitor pixels are turned on, at varying
intensity, to make different colors.
Turning
all the Red, Blue and Green pixels makes the screen white. The RGB color
palette is, therefore, an additive color mode, which means that a color is
added over the black of the monitor or the Black is NOT 'subtracted' by a
filter to display the important color. (Black cannot be subtracted anyway)
On the
other hand, the printing press companies in Dubai and the wider world use the CYMK color palette. The CYMK stands for
Cynan, Yellow, Magenta, and Key (Black). Printers have to use this palette —
the reason being that in most cases, printers are printing on white paper.
So
unlike the monitor or laptop in front of you which has a black base, printed
material has a WHITE paper base. To bring out the color on a white background
requires more product to be plastered over the white of the paper.
Instead,
colors are used to filter the white such that required color is brought out.
The CYMK is, therefore, a subtractive color mode, which means that the pigment
on the white paper subtracts from the white to bring out the new color.
The problem
While
there are better and better image translators available in the market,
absolutely perfect color reading from one color system to the other is nearly
impossible. There are color segments in each color mode that are unable to be
translated into the other for those colors Pantone process colors are used,
which are more expensive to print.
Hence
due to the laws that govern light and photon wavelengths, a Professional
printing press can only be 99.99% accurate on color but never 100%.
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