Choosing your brand colours: what you see is (not necessarily) what you get.

  • Nov 03, 2017
  • IN Branding
  • BY: Steve Gallagher

Blue. It could be anything from periwinkle to navy to teal… and hundreds of shades in between. Plus, given the sheer number of variables in how colour is translated on screen, on paper or on material (just to name the most common media), it can be nightmarish to ensure it’s the same blue you love every time. 

For colour matching, Pantone, Inc. is undoubtedly the industry gold standard. The Pantone Matching System (PMS) valiantly works at taking the guesswork out of ensuring that the blue in your PDF is the same blue specified for your website… or brochure… or bag… or trade show booth. From Cadbury to Canada to Tiffany & Co. – almost anybody who needs to put an identity out there uses a Pantone colour. 

But even the Pantone system can’t guarantee your blue will view exactly the same in every instance - the same colour ink can appear different when printed on matte paper vs glossy paper, using traditional printing vs digital, on vinyl car decals vs napkins, or from your computer monitor to your clients’ computers. 

In trying to address this, Pantone produces and sells multiple (expensive) colour system books and software which attempt to cover most media variables, from printing uncoated to coated, offset to cmyk, plastic to textiles, as well as RGB and hex values for web… all of which can be bewildering to wade through when all you really wanted was blue. Just blue.

Don’t worry. We can steer you toward a blue that you’ll love, a blue that will remain true, instead of a blue that makes you sing the blues. ;)

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