Selling Color: Your Wide-Format Competitive Advantage

Jim Raffel

Do you want to be able to explain how and why your company provides more consistent, predictable, and repeatable color than the competition? Do you also want to be able to explain how your clients and prospects can improve their color workflow by making consistent, predictable and repeatable color automatic and not lots of extra work?

Then you need to attend this session on Thursday, October 24^th at 3:00pm in Room C140 to learn how to become a color translator.

Color translators overcome the disconnect between designers who look at color as art and print service providers who look at color as science. Yet most sales and customer service people lack the basic theoretical knowledge to intelligently discuss color with existing and prospective clients.

For designers and brands, color is about evoking a feeling. What color do you see in your head when I say Coca-Cola? How about Home Depot? Those two companies and many more have spent millions of dollars so that you think of red and orange respectively. If you’re a Diet Coke drinker, do you approach the refrigerator case at the convenience store reading the cans or do you look for a silver and red can?

We’ll dig into the science and theory of color by covering topics such as the human visual system, CMYK vs. RGB, L*a*b* and Delta E, gamut, rendering intents and metamerism. You’ll even be exposed to the differences between a named spot color, like Pantone, and a CMYK or RGB build of a color and how that can impact proper production of the color.

And here’s a little teaser: Who wants to learn what red apples, green apples, bananas and blueberries have to do with being able to determine what is wrong with a printed color if you’re not happy with it?

There will be so much packed into this session that you’ll leave seeing red, green, and blue!