Colour Graphic Service’s managing
director David Crowther ("The
Colour Doctor”), says that
colour management
issues for FMCG products are moving upstream to the Brand Managers themselves,
as sourcing of packaging, advertising and POP display comes increasingly from a
variety of providers and processes.
"We are seeing mega-print runs of
packaging for popular branded goods fragmenting into smaller, targeted print
runs sometimes featuring a specific retailer or exclusive offer,” says
Crowther. "These shorter production runs are often tied in with campaigns that
can include outdoor, point-of-purchase, magazines, catalogues and TV promotion.
Brand
appearance consistency is a major challenge across all media, and where
different production sites are used, often in different countries, the problem
is multiplied.”
Crowther claims the solution to brand
colour consistency is to be found in a suite of software and consulting tools
he represents for Australia; Mellow
Colour, and cites success with UK retail
giant Marks & Spencer – soon to open stores in Australia - as an example.
"M&S is a huge $13 billion retail
group with stores in the UK, Hong Kong and Singapore. Goods are sourced
globally with all packaging and brand identification, which must comply with
M&S’s strict
colour standards. Mellow Colour’s ImpressionProof is an online
verification system that eliminates press-checks by brand custodians, using
online
reporting instead, to make sure the printer has complied. Printers providing
work to M&S are trained, checked and certified by Mellow
Colour specialists
such as myself, and occasionally spot checked for continued compliance,” says
Crowther.
He continues: "The ImpressionProof
system saves brand custodians money and time, through travel expenses and
accommodation, as they no longer need to physically approve the print run at
the printing plant, which could be 12 hours flying time away in the case of M&S.
Without leaving their office they can be assured of
colour accuracy by using
ImpressionProof’s reports. Over 70% of M&S’ print service providers now use
ImpressionProof, with the remaining 30% set to follow.”
Trevor Hatchett, head of GM Packaging -
production, quality and sourcing at Marks & Spencer says: "We have worked
with Mellow
Colour for over 3 years now and have made great technological
advances with our approach to global
colour quality management. We feel that
ImpressionProof gives us the best opportunity to manage our corporate image,
not only across the UK but within our international business as well.”
Crowther adds: "The whole concept of
good brand image management is tied to
colour consistency and repeatability.
With our Mellow
Colour ImpressionProof,
PrintSpec analysis
for the printer and
advanced tuition
programmes, brand managers can be confident of
colour fidelity
for their packaging,
instore displays, outdoor advertising, catalogue and
magazine advertising. Print providers in turn, can be assured that they are
delivering products that the client approves of because every job has been
measured, reported on and, if necessary, adjusted to be within specifications.
The only things that are immeasurable are the time, wastage and costs saved by
both client and printer!”