VIKRAM DUTTA

Printing is not science, it is an art, which helps brands become an intangible asset with valuation in dollars. Every PC monitor, colour copier, mobile screen is different. Paper, flex, vinyl, textile, etc., all take ink differently, depending on its weight/gsm or surface such as coated and uncoated. And every ink is different, as some are toner-based while some are liquid. After all, it takes the human eyes to observe it. We cannot rely on machines alone. In this context, a heartfelt condolence is to IRS Rangarajan, one of the industry’s illustrious colour management guys, whom we lost recently, a fellow too young to die.

Strict guidelines

How do you establish clear guidelines for the use of colour in your online and print materials? Regularity of colour goes a long way to promoting brand consistency which is the KEY to make the brand memorable and enduring; in this respect, think Coca-Cola or Apple. After establishing strict guidelines it is must to evaluate the printing process and vendor, particularly if one country is printing using Spectra printhead, while the other using XAAR. Both use different formation of ink, same colours have different palates. All the different shades and surfaces should be evaluated that will affect the colour.

Again in case of multiple vendors, the quest for consistency in colour necessarily becomes more complex. Though colour management software is readily available, an important point here is to examine its various forms. Brand integration and style is only possible if we know what your business stands for or what it wants to achieve. This means that what will be my LOGO, typefaces, text, design, etc. ultimately end up displaying in multiple formats ranging from paper to mobile screens.

Combined knowledge

Unless you have a proper understanding of RGB, Pantone, CMYK, all combined with the knowledge of materials or substrate which will reflect brand colour, how do you do it? To top it up you have cultural or historical printing systems across the nations. The right colours, applied in the most judicious fashion, can help a viewer see, feel, identify and remember your ‘brand’.

What Coca-Cola has achieved has taken them dedication, investment and intent over the years; it not only making them the most recognisable brand on earth, but also the ‘brand value’ the company has created on the left hand side of their annual balance sheet in dollars.

Brand recognition

Brand consistency is an evolution; it’s not only logo and colour we need to get core marketing messages aligned and compatible first. It will provide business with credibility and recognition. Hence, gaining brand recognition helps us move to the next level with trust and loyalty from our customers. To achieve this, we need the look, feel, tone and terminology to be consistent throughout our brand implemented for every piece of marketing, which include visiting cards, letterheads, envelopes, bills, signage graphics, banners, outdoor campaigns, mobile phones, PC and so on, all related to our brand. On top of this, how does somone maintain a green angle to branding?

Keep thinking! Happy Diwali!