When You’re Hot, You’re HOT

What’s the matter with color that’s just a little “off”? Derek Case, worldwide packaging segment manager for Kodak, counters, “What does it cost the brand owner if you have three pallets of cartons delivered to the filling line just in time, but the color is wrong? They aren’t going to shut down the filling line because they don’t have packages; they’re going to take these packages and ship them off with inaccurate color based on poor proofing, and at the end of the day, the consumer’s perception of the brand goes down. So the question becomes, sure it’s cost-effective, but does it deliver security to the brand?”