Brand Color Predictability in the Packaging Supply Chain. Giovanni Vigone Esko ERA Packaging and Decorative Conference 5-NOV-13 - Novara

Transcription

1 Brand Color Predictability in the Packaging Supply Chain Giovanni Vigone Esko ERA Packaging and Decorative Conference 5-NOV-13 - Novara 1

2 Color by the numbers Color is Emotion Color Communication Color Reproduction 2

3 3 Robert Plutchik's psychoevolutionary theory of emotion: eight primary emotions - anger, fear, sadness, disgust, surprise, anticipation, trust, and joy.

4 The Logo Company put together this amazing graphic on the color emotion guide! 4

5 Color is a #1 Brand Asset Consumers associate colors with products Consumers use color as a search key Color creates emotional bonds with a brand 5

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7 7 Managing Expectations

8 Brand Colors Reproduction Challenges Brand color consistency Across different packaging components Across different substrates Across versions and variants Independent of print process The same across the globe 8

9 9 Color consistency, a daily challenge

10 10 Color consistency, a daily challenge

11 11 Color consistency, a daily challenge

12 How do we specify a color? Analogue Color Sample (Pantone Solid Chips) Advantages Physical color sample Disadvantages Print production tolerances To be used for guidance only Ageing (sensitive to light) Difficult to distribute 12

13 How do we specify a color? Digital Color specification Advantages Color definition integrated in the prepress workflow Easy to distribute and to archive with the job Existing libraries available (Pantone) Easy to digitize yourself (Photospectrometer) Disadvantages Many different specification methods (RGB, CMYK, Lab, HSV, spectral) Device dependency, substrate dependency Adobe kuler ( 13

14 How do we specify a color? L*a*b* Advantages Device independent Easy to understand Disadvantages Only applicable for one illuminant No data on the tints of the ink Insufficient data for ink formulation and overprint predictions 14

15 How do we specify a color? Spectral data the DNA of color Advantages Universal and unique definition of a color Tells you what the tints and overprints will look like Disadvantages Not many applications work with spectral data 15

16 The characteristics of a brand color Color = ink + paper + printing process 16

17 Color in the Cloud BRAND The Brand Owner defines the master and dependent colors for everyone in the global supply chain. Master Color Standards Dependent Color Standards Digital Gravure Design Prepress Ink Manufacturer Flexo Litho 17 Consistent Results Precise, digitally formulated color. Anywhere.

18 PantoneLIVE Concept LIBRARY MASTER COLOR STANDARDS Master Standard The brand color DNA A PANTONE+ reference or unique brand color defined spectrally on a reference substrate 18

19 PantoneLIVE Concept LIBRARY MASTER COLOR STANDARDS Dependent Standard: A color that closely represents a Master Standard Has a defined, accepted and controlled color shift based on the reality of substrate & print process 19

20 Master Color Standard Production variation using a Master Color Standard Substrate/print process make it difficult to achieve color Color Results L* Master Color Standard C* Production Variation of >4 DE 20

21 Master and Dependent Color Standard Reduced variation based on Dependent Color Standard Color reference is now realistic & achievable Color Results L* Production Variation of <1 DE Dependent Color Standard Master Color Standard C* 21

22 Esko Color Engine a central color database 3D Virtual prototyping Artwork Editing Proofing Imaging Color Engine Expanded Gamut Automation and Collaboration 22

23 Esko color management Unique value drivers Spectral data DNA of color Multicolor Accuracy Excellent spot color management Integrated with the cloud 23

24 PantoneLIVE in your Prepress workflow Pantone LIVE & Specific Color Books Search with Best Match functionality Viewer to compare production rendering Browse Master and Dependent standard colors 24

25 25 Towards a color controlled environment

26 Key Values for Brand Owners Predictable color, everywhere, in every process Significant time to market savings Better color consistency across production runs 26

27 Key Values for Prepress Pre-Defined Accurate Color Definitions Significant time saving for proofing Less discussion about color 27

28 Key Values for Converters Faster make-ready, less waste Significantly improved consistency across print runs Predictable color matching on press 28

29 Key take-aways Getting color right the first time and every time brings substantial savings across the entire print and packaging value chain. 29

30 30 About Esko

31 Did you know Packaging for 9 out of 10 major brands is produced by Esko customers. 31

32 Mission statement Esko provides integrated solutions that drive profitability in the packaging and printing supply chain. 32

33 Complex shapes Wide variety of substrates Specialty inks, brand colors & finishing Cost, time & regulatory pressure 33

34 Business model SOFTWARE HARDWARE strong integration SERVICES EQUIPMENT SERVICE 34

35 Our solutions Pre-production software for packaging, labels, sign and display. Brand management Digital flexo platemaking equipment and plate room automation Digital cutting tables for samplemaking and short run production 35

36 Company history 1918 Purup founded 1941 Eskofot founded 1975 DISC founded 1996 Purup-Eskofot A/S established 1999 Scanview acquired 1989/90 DISC, Barco Creative Systems, Aesthedes integrated into Barco Graphics 1996 Baasel-Scheel, Gerber acquired 1998 Contex, Artios acquired 1992 Artwork Systems founded 1998 PCC acquired Merger 2000 Enfocus acquired 2005 Acquired by 2001 Dimensional impressions acquired 2007 Stonecube acquired 2007 Merger 2008 Gradual software acquired 2008 MGE acquired 2011 Acquired by Danaher Over 35 years of innovation in printing and packaging 36

37 Global presence Headquarter in Gent, Belgium associates from 45 nationalities +10,000 customers in 132 countries 62% customer-facing staff Global sales network of 297 direct sales and +120 resellers 4 regional headquarters for a global coverage EMEA (Gent B), AMERICAS (Miamisburg OH-US), Southern Asia (Singapore), Northern Asia (Shanghai) 6 software R&D centers Bangalore (India), Bristol (UK), Gent (Belgium), Ludlow (MA-US), Prague (Czech Rep), Shanghai (China) 3 hardware factories (incl. R&D) Brno (Czech Rep), Itzehoe (D), Kongsberg (N) 37

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