Classic media and print
The interaction between print and new media brings the lead!
Different color systems, color palettes and requirements for artwork: In conjunction with the new media, different color spaces must be observed. Not all colors that can be displayed on the screen can be printed, and many printed products have a different color on the screen than the original in daylight.
It is very important to know exactly about the color spaces when designing cross-divisional marketing measures.
Otherwise, the recognition value in the different media is at risk. The feeling “Here I am right”, is lost, and at worst the impression arises: Something is not right here, something does not fit together.
Personal preferences of users who adjust and change their screen colors to their own liking, as well as the different performance of the monitor systems cause variations in color reproduction. Only calibrated high performance monitors provide a very reliable image.
In addition, there is one area that is unfortunately too often overlooked: the feel – the materiality that plays a major role in the selection of the type of paper and which the new media withhold from us. The heaviness of a paper, the surface texture, transparency or reflection are usually perceived unconsciously and yet play a major role in the quality assessment of a business paper, a business card or a flyer.