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“We live in what is described as a five-second world and the choice for consumers is getting bigger and broader. Today’s consumer is better informed, more sceptical, less loyal, and harder to read. Brands that don’t touch consumers in a personal way are on shaky ground and any brand that resembles the one next to it is taking the first step to becoming a commodity. Too many brands follow the same rule book and simply become formulaic. Formulas don’t deal with emotional need.” read full article at Landor…

CMYK (short for cyan, magenta, yellow, and key (black), and often referred to as process color or four color) is a subtractive color model, used in color printing, also used to describe the printing process itself. Though it varies by print house, press operator, press manufacturer and press run, ink is typically applied in the order of the abbreviation.

The Pantone Color Matching System is largely a standardized color reproduction system. By standardizing the colors, different manufacturers in different locations can all refer to the Pantone system to make sure colors match without direct contact with one another.

One such use is standardizing colors in the CMYK process. The CMYK process is a method of printing color by using four inks—cyan, magenta, yellow and black. The vast majority of the world’s printed material is produced using the CMYK process, and there is a special subset of Pantone colors that can be reproduced using CMYK. Those that are possible to simulate through the CMYK process are labeled as such within the company’s guides.

However, most of the Pantone system’s 1,114 spot colors cannot be simulated with CMYK but with 13 base pigments (15 including white and black) mixed in specified amounts.

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