when you’re printing
A client for whom we designed a logo asked me to specify a red for them to print on their business cards. If you’re new to printing and color, the bit of advice I gave them may be worthwhile. If you’re a seasoned pro,* you will probably survive even if you skip this post.
Here’s what I wrote: We kinda like 186, but it’s no more than a personal preference. If you like another red better, go with it (and let us know so we can update our records). My best advice is to pick a red you like, but be sure to compare the swatch against the first cards as they come off the press. Pantone colors aren’t perfectly consistent to begin with, no matter how meticulously mixed. Beyond that, the same ink will change shades depending on paper type and finish. The good news is, most people aren’t likely to hold up your card next to something else you’ve printed and say, “Just a darned minute! The reds don’t match! We’re taking our business elsewhere!”
*Note my tactful avoidance of “old pro.” You’re welcome.
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