The Politics of Color
(Why exact skin tone matches matter in beauty)
In this election year, we may be tired of debating the role of skin color in American life. But the beauty industry never tires of color debates. That’s because multi-cultural markets are one of the fastest growing areas in cosmetics.
In recent years, demand for multicultural beauty products has grown in the U.S. and abroad as a result of expanding middle classes in emerging markets. That’s why more and more cosmetic companies are proud to offer ever-expanding ranges of tones and colors to suit all types of multi-ethnic consumers.
With so many tones and types of skin, it’s no wonder that precision color is mandatory for any cosmetics printing, packaging or promotions. Small variations in color make a big difference for consumers. Your materials have to be accurate and true.
Here are tips on how to make sure your colors hold for an audience obsessed with color nuances.
Pick a substrate that stays true
Select a paper with a bright but neutral white tone and smooth surface finish to accurately reproduce the subtle color variations in things like foundations, BB creams and concealers. Make sure your designers and printers understand the limits of substrates you’re using. Remember varnish, UV coatings and film laminates can also affect color.
Compare colors in the right light
Once you provide colors to match, make sure you’re reviewing color matches in a reliable light. Colors can appear differently, not only under different lights, but also next to different colors. For example, if you are wearing red while proofing color, the red in the shirt may bounce off the printed piece, affecting your perception of color. Intelligencer recommends one light setting to do all color testing and ask your team to do the same. The ideal setting to view color is in a “neutral grey environment” with “illuminated by natural daylight.”
Use the very best color printing technology
Where you print your pieces matters. Choosing the right printing company can make a big difference. Be sure your printer adheres to strict color management standards like Gracol 7 and uses top-of-the-line equipment, like our new Man Roland 8/C Perfecting Sheet Fed Press and you’re setting yourself up for color success. The new Manroland Hiprint 700 press with InlineColorPilot Plus system maintains color quality controls to Process Standards ISO 12647-2, a very demanding and highly selective color standard. BTW, Intelligencer is one of the only facilities in North America using this state-of-the-art color management technology combined with simultaneous plate loading (SPL), in-line registration controls and quick change features.
The bottom line? No matter what your politics are, managing print projects is a tough job. Managing color critical jobs can be especially challenging. Don’t make it harder by working with the wrong partner. Give us a call to find out how Intelligencer can help you improve your processes, and meet your printing, packing, mailing and fulfillment needs.
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Intelligencer became one of the oldest printing companies in North America by constantly improving and innovating printing, direct mail, and distribution services. We don’t rest on our 200 years of experience. Intelligencer continually pushes the boundaries of technology to provide the latest advances in the art and science of printing. It’s no wonder we’re the preferred print supplier for so many Fortune 500 companies throughout the Northeast and Mid-Atlantic. If you’d like to find out how Intelligencer can help your business, contact us for a free consultation today.