The same color may look different on the screen, paper and advertising material. Visual identification should take into account these differences and determine how files are prepared and checked.
Compare target applications
When designing an identification for a company from Warsaw, it is worth collecting places of use of the sign: page, documents, business cards, markings and promotional materials. A bright color well visible on the screen may require a different set on paper or dark substrate.
So don’t evaluate the whole system on just one monitor. It’s also important that the recipient recognizes the brand under different viewing conditions.
Set patterns and variants
The materials provided to the team should indicate the basic palette and acceptable background compilations. It is worth separating files for internet applications from files prepared for a specific production technology.
You should not adjust the shade in each new graphics on your own just because it looks different on a given screen. This is how many random versions of the character are created.
Check sample before larger production
- Give the contractor the requirements and the appropriate source file.
- Agree on how to evaluate the sample.
- Compare the color on the target ground, if possible.
- Keep the approved material as a reference point.
The appearance is also affected by paper, finish and color environment. If it is important to fit closely, the production conditions must be agreed with the contractor instead of relying on previewing the image sent.
Do not rely solely on the colour
In the web site, color can help distinguish between states and categories, but it is worth filling it with text, shape or icon. This keeps the system readable even when shades are poorly visible.
We write about the daily use of brand rules in identification management guideCoherence is not about ignoring the differences between the media, but about the conscious preparation of recognizable and useful options.
