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The
Language of Color
In
a world already full of acronyms and codes, who would have thought
that something as simple as color could join in the confusion? Knowing
the different color models and how they are used is not only helpful
in getting the visual results you want it is critical to staying
on budget.
Of
the many color models available, there are really only three in
which you need any fluency: CMYK, PMS and RGB.
CMYK
Color
This acronym stands for cyan, magenta, yellow
and black. CMYK is also known as process color, full color,
4 color, and 4c. The colors are versions of the primary colors,
blue, red, yellow and black. They create full color images like
you would see in a magazine. Choose CMYK when you need life-like,
realistic color, more than two colors, have a large press run, or
are printing only on your office printer.
What
you need to know:
- If
you are printing your project on a desktop color printer, look
at the ink cartridge. If yours is CMYK, save your files and photos
in that format for best output.
- Full
color commercial printing is typically more expensive than one
or two color. Typically, a press run of 1000 or more is needed
to make this format economical.
PMS
Color
The Pantone Matching System® (PMS) produces a specific color.
It contains hundreds of colors, light to dark, bright to pastel;
each designated by a number. PMS colors are typically used in one
and two color printing and are also called spot color or flat color.
The
PMS model delivers reliable color whenever you print it. It is an
excellent choice for giving the impact of color to low budget jobs,
and maintaining consistent use of corporate colors.
What
you need to know:
- Inkjet
and color laser printers are not able to produce PMS colors accurately,
however some colors work better than others.
- There
is no accurate proofing system for PMS color. The closest match
can be shown on a high quality digital proofing system, available
from your printer. When choosing PMS colors, have your designer
show you a swatch from a PMS book to approve the color choice.
- PMS
colors can be "screened," printed as a lighter value
of the color, in effect creating many colors from a single ink
with no extra cost.
RGB
Color
RGB stands for red, green and blue and makes
up onscreen color. The RGB model is used for projects that will
only be seen on a screen and not printed. RGB is the right choice
for projects like websites, PowerPoint presentations and Acrobat
.pdf files. Be advised that different monitors have different screen
resolution and that can affect color display.
What
you need to know:
- RGB
produces vivid colors that look fabulous on-screen, but are difficult
to reproduce in other color models. When converted to CMYK, many
RGB colors look muddy and dull, and many have no Pantone equivalent
at all. If your project will ever be used offline, be sure to
select colors in the printing method it will be used in the most.
Color
Matching
Have you ever wondered why the proof you are emailed looks different
from the color mock-up from your designer, and different still from
the printed piece?
What
you need to know:
- Forget
about this. Nothing ever matches exactly. The PMS or process color
swatch book is the closest representation of the color you will
get on press.
- Learn
to think of your proofs as an approximation, and clearly explain
to your designer what you are looking for. Trust your creative
team to get the best match possible.
- If
you must see exactly what a color will look like "final"
you’ll need to display it on the monitor it will be shown,
print to the desktop printer you will use, or order a sample printing
of the PMS color you want. For process printing, you should be
present during printing to approve the final output.
When
using color, choosing the wrong format for your project can produce
unexpected or unusable results, costing you both in lost time and
money. Mastering the terms that specify color will provide valuable
savings in every way.
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