As the world continues getting back to the business of doing business, the promotional and print industries, like so many others, are still experiencing supply chain woes, as well as, production and shipping challenges.
We have some exciting news:
Brand Stratos just won the Spotlight on Business Award from the Tacoma-Pierce County Chamber, in the Small Business category.
We won in large part due to our Here For Good 253 campaign, aimed at struggling businesses in the early days of the pandemic. A lot of local places found themselves in danger of closing up—sometimes for good—even though there was still demand for their products and services.
The entire staff here felt it was important to do something to help these small businesses survive. We not only depend on these places for work, it’s also our community. We live here. We wanted these places to be here when the pandemic is over, but how could people support their favorite businesses if they couldn’t access them? And for businesses dependent on foot traffic, what alternative could they offer?
Our team had an idea. We designed some custom apparel featuring local landmarks, and offered them to the community to buy. Proceeds went to the local business of one’s choice. Brand Stratos managed the whole process, from production to sales to outreach, asking only that participating businesses help promote it to their customers.
It worked, too. Twelve businesses participated, and we raised more than eight thousand dollars, and reminded the business owners of their customer’s loyalty and desire for them to succeed . We’re pretty proud of the work we did. And we’re proud of this formal recognition for our effort. It’s amazing what we can do when we work together as a diverse yet interdependent business community.
We hope we can work with you all again soon.
As printers, color is a big deal to us. Often times, we find ourselves trying to explain what different color systems are, how they are used, and why one color might look different from screen to print.
This post is your one stop guide to understanding color modes and how they make a difference in print & design projects.
Pantone Matching System
PMS or Pantone colors are the most precise measurement of color because they are made from pre-mixed ink, ensuring the most accurate print possible.
“The Pantone colour guides have been widely adopted and are used by artists, designers, printers, manufacturers, marketers and clients in all industries worldwide for accurate colour identification, design specification, quality control and communication.” Pantone-colours
While printing with PMS colors is generally more expensive, it ensures that your brand is maintained to the highest degree possible. Because of the cost, pantone colors are best used as a spot color with black and white.
CMYK stands for Cyan, Magenta, Yellow, and Key (Black). This is the most widely used color system for printing because it requires less time, set-up, and money to print.
“CMYK colors are mixed during the printing process itself. Layers of CMYK ink are laid in varying densities to create tonal differences. CMYK can create a wide range of colors, so it is primarily used for full color printing.” Sonnie, Design the Planet
When picking colors for a project or brand, we always recommend referencing a PMS swatch book, then print the closest CMYK equivalent. While some PMS colors simply can’t be exactly duplicated, the CMYK process will closely approximate your PMS colors.
RGB stands for Red, Green, and Blue. The RGB system is used to color light, which is much different than coloring ink or paint.
“When combined, red and green light rays produce yellow, blue and green produce cyan, red and blue produce magenta. Red, green and blue mix to create white (light).” Color Systems, colormatters.com
RGB is the system used on screen displays like your phone, TV, computer monitor, and on theaters screens. Printing in RGB will, in almost every case, produce undesired color shifts.
Material Affects Color
One thing that can be difficult to predict is how the material that is being printed on will affect the print color. Printing on a high gloss material, for example, will increase color contrast and make dark colors seem darker. Likewise, printing on an uncoated or matte surface can make colors seem a bit dull. On the same note, special mask coatings like spot UV, Endless Metallics (or some other metallic treatment), or luster will obviously change the way we perceive the printed color because it is treated to look glossy, shimmery, or shiny in specific areas. Finally the slight tint of different papers can make the same print file look totally different after production.
Design is a means to solve a problem and achieve a business objective. No matter how big or small the design project is, there is always an end goal that is trying to be achieved. Once it is established that there is a need for a new or updated design, the process can begin.
the basic process
ONE- communicate needs & goals
Perhaps the most important step in the course of the project is the first one: Supply the designer with as much information as possible. Here are some common starting places.
- The goal of the project, ie. More traffic to your website, new & increased business during a promotion, more qualified referrals to your business, etc.
- Content and information that is critical to the design, what should be included if possible, and what can be omitted.
- Ideas or preconceived visuals of the end result, resources to keep in mind during the design conception.
TWO- ask questions
From here, the designers will ask their own questions. It is important that they get to the bottom of what is really needed and how best to accomplish the goal, both visually and functionally.
TWO.5- design brief
Depending on the scope of the design project, it is common for the designer to supply a design brief so that all parties understand the direction the project will take, what deadlines will be met, who is responsible for each part, and what research is being done to influence the design.
We really like Peter L Phillips, Creating the Perfect Design Brief, to build our design briefs.
This might seem like a lot of hoopla before the pencil even hits the sketchbook, but take into consideration this quote from the team treehouse blog:
“Time spent understanding the problem will save massive amounts of time later on, because the changes you make should be smaller. Iteration is inevitable, but making changes early is cheaper than changes made later on.” Nick Pettit, Optimize Your Design Process
Once all of the nitty gritty is hammered down, the real work starts. Design starts with “sketching.” Often this means sitting down with a pencil and a sketchbook, but it also can mean skipping the sketch book and going straight to the computer to figure out how to best to lay out critical content and how to make the piece function to the best of its capability. This “sketching” process continues through refining and developing phases until up to 3 designs are ready to submit for review.
FOUR- revise & repeat
The designs are proofed for content, accuracy, visual appeal, and-most importantly- which one best addresses the problem and achieves the project goal. Very specific revisions are delivered back to the designers and the review cycle is repeated up to two more times.
FIVE- implement & assess
Implementation of the design is always the most exciting part. Whether implementation involves printing, distribution, installation, launching, posting, or some other end, it is exciting to get insight and results from the consumers of the design. Measuring the success of the design is a particularly important practice as the age of analytics becomes more accessible. Design is not stagnant. By understanding how successful a design is- how well it solved the initial problem- updates to the design months, years, or decades down the road will be more obvious and will have the potential to be many times more successful in the future.
For a great infographic on the design process, check out Design Deeper's Visual.