managing colour in print and digital
When choosing a corporate colour for your company you are treading a preverbal minefield. However, here I will try to simplify the options and things to be considered.
1. Print v Digital Colour.
The first thing to understand is that print and digital colour cannot be accurately matched due to the way the colour is produced. Print uses reflected light to show it's colour with black absorbing the majority of light that hits it and white reflecting the majority with varying degrees in-between for the other colours. The more colours you lay on top of each other the darker the colour becomes.
On the other hand digital formats rely on projected light in what is known as RGB (Red Green Black) and the more colours that overlap here the lighter the colour becomes. i.e. when all 3 colours overlap you get white and no colours being projected gives black.
2. Lithographic Print
In print there are two main forms of colour which are:
CMYK (or full colour printing) used the majority of the time and absolutely necessary for producing full colour pictures; and
Spot Colour (most commonly a Pantone reference colour) used in one, two or three colour print processes or in addition to CMYK to give a five or more colour print run. Spot colours are generally used to achieve a near as possible perfect match for a logo colour.
3. Choosing your colour.
Obviously the first criteria that needs to be filled is that you choose a colour you like, that works well in your logo and that is appropriate to your business. However you must also bare in mind that not all colours reproduce well or match well across different methods of print.
Orange and green are notoriously bad for matching between spot colour and CMYK (this is not a fault of the printer but of the colour matching systems in general). Blues and reds on the other hand are very good for achieve a close match.
3. Type of paper.
When printing your logo (or anything else) on different types of paper i.e. a wove for your stationery and a gloss art for your brochure, you will inevitably see a difference in the density of the colours. On the wove paper the ink will be 'soaked up' by the paper showing more of the colour of the paper (white) through the ink. Whereas, on the gloss art paper the ink sits on top of the paper retaining its opacity. The result is that on gloss paper you will achieve more vibrant colour than is possible on matt or wove papers.
4. Screen Colour.
The colour you see on your PC screen will not be the same as everybody else. Screens differ widely form one desk to another. With the growth in designs being presented in digital formats this opens up a huge potential for disappointment. Screens can be colour corrected but you are still viewing RGB files on projected light which is fine if that is what the file is intended for i.e. a website. But if the file is intended for print… beware.
5. Desktop Printing.
Desktop printers use totally different printing techniques to commercial printers, you will be printing onto a different type of paper and in the case of laser printers using toner as opposed to wet ink. It is always a good idea to print out designs sent to you in digital format to get a better perception of the finished product, however, do not expect your print out to exactly match the colour of the finished product.
There are methods and techniques to overcome most of these problems. If you are experiencing any of these issues and would like advice we would be happy to help.
Creative Line Design
Tel: 07785 595955
6 tips for your product photographs
Product photography may not look too difficult from the outside but there is a lot more to consider than just placing your item on a table and taking a quick snap. This photograph is what your potential customers will first see of your product and you should know that first impressions count for a lot.
For those reasons you need to make sure that your photograph shows off your product in its best light. Take a look at 6 ways you can enable your product to really glow and show off its best features.
1. Getting The Lighting Right
You will always want to ensure that you are using a good source of lighting. The different types of lighting will always have a huge effect on how your product appears. If you are looking to avoid shadows then you should make sure that your area is well lit. This could mean using natural light or by making use of a light box.
If you do decide upon natural light you should always be mindful of the current weather conditions and exactly where the sun is. This is because these factors will all play a part on the shadows and effects of your photograph.
Shadows Are Not Always Bad
Whether you want shadows in your photograph will heavily depend on the product that you are selling. If the product is meant to be used outside then showing it in its natural environment with shadows and all will often have a better affect. Cars, sunglasses being modeled and sporting equipment will look the better for being outside with shadows and all.
Many product photographs may look better when complimented by a backdrop. A backdrop is where you use other items alongside the product to help highlight what makes it so great. If you were to be selling a shampoo with natural ingredients for example, you could have those ingredients placed next to the product.
Be sure to take the picture in such a way that the backdrop is not going to take too much attention away from the product you are selling though.
3. Perhaps Use A Model
Many products are emphasised more when there is a person modeling them. This is especially the case with clothing and accessories. People will get a better idea of how the items will look when worn or used whilst this form of product photography can provide a human connection. This connection will be able to transmit emotions such as happiness and confidence through the model.
4. Give A Sense Of Scale
Some of the products you are trying to sell might need certain features emphasised such as the size. This can be done by placing objects next to your product. If you were selling a super thin cell phone for instance, you could have a pencil next to it to show just how thin it really is.
Your potential customers will need something to measure the size of a product against, so by providing them with the help to do this, you could find yourself with more sales down the line.
5. Show The Variety Of Products You Have
You may have a selection of products that are available in a variety of shapes, sizes and colours, so you should ideally show them all in the same photograph at once. This will allow potential customers to see that there is a choice and they can pick their favorite. Without doing this you may find customers will skip the project as they are not a fan of that particular colour.
6. Give Them A Final Edit
You would be surprised just how much you can improve a photo with a little bit of editing. So instead of looking at your end result of a product description and deciding to throw it out, see if you can make the necessary edits to make it look perfect.
Even if you are not too familiar with editing and do not have the best software possible, you are still able to crop, resize or change the brightness and contrast to make improvements.
Hopefully these tips have given you some fresh ideas when it comes to your product photography. Whether you are going to use next day printing to have them as part of a brochure or for your website, you should now have photographs that really help to sell your products.
If you would prefer professional help with your photographs give us a call on 01438 900023
killer SEO tips you can do yourself - absolutely FREE - no catch
1. Google Places
If you want to get onto Page 1 of Google for local searches then 'Google My Business' is an absolute must - and it's FREE. Follow this link for a step by step guide to setting yours up.
2. Online Directories
List your details on as many online directories as you can. The ones that allow you to enter your website are best. This tip has a two-fold benefit:
1. The directories often appear at the top of searches and you will be there.
2. The link back to your website will help with your own Google ranking - the more links back to your site the better.
Use an online submission service to cut down the work - Here is a free service:
Make business related movies and upload them to YouTube - don't forget to add links back to your website.
Creative Line Design Group can help with any or all of these points
Call or email to discuss anytime
01438 900023 or 07785 595955
Creative Line Design Group, Purley House, Stevenage, Herts SG1 2JE. 07785 595955. firstname.lastname@example.org
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