Due Process
Whether you're selling paper products, promotional products or both, understanding print processes and decoration techniques is key to customer satisfaction
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Sean Norris
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4. Color is key.
One of the biggest challenges in printing is achieving consistency in color matching. This is especially true when dealing with major brands, which often have rigid PMS-matching requirements to protect their iconic logos and branding.
For example, if Coca-Cola wants its logo on a neoprene can cooler, PMS 484 (so iconic it is known as "Coke Red") had better look the same printed on neoprene as it does in the company's print ads, in its packaging and in every other promotional product the company employs. "Regardless of the item, the inks and the printer being used need to be profiled so the closest PMS match can be obtained on the surface being printed," explained Hersh.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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