P&G Keynote at FFTA’s 2009 Fall Conference

Multi-faceted challenges are commonly put to printer partners of CPCs similar to P&G, according to France. He listed five that matter most.
• Getting it right the first time. “Printing materials must match the target artwork and align on both color and content, which can be the hardest part of the job,” France said.
• Repeatability—print run to print run.
• Color simplification—one course to follow, development of a color library. “P&G’s hope is to move from 2,000 colors to 400 or 500.”
• Common FMOT (first moment of truth) language parameters. France noted, “Consumers don’t speak L*a*b* or Delta E. They say ‘warm and fuzzy.’ Designers, color separators, and printers have to understand those words and easily translate them back to technical terms.”
• Consumer relevant and noticeable FMOTs. “Has anyone heard of sustainability and e-commerce?” France asked.