Great Expectations...

pP: What limitations do various printing systems impose on the reproduction of brand colors?

Pike: The curing system, press speed, ink film thickness, or other printing system properties occasionally can constrain which color bases can be employed, or which extenders and vehicles can be used. In these cases, it may not be possible to meet the brand owner’s expectations. Other variables also can have a far larger impact on the ability to achieve color results. Substrate is perhaps the biggest culprit—depending on the material’s whiteness, colorfulness, surface characteristics, and absorbency, certain colors may be achievable on one substrate but not on another.