Design for Extended Color Gamut

Extended Color Gamut (ECG) printing, adding a limited number of select colors to the palette of standard process cyan, magenta, yellow, and black inks to create more vibrant colors, is not a new concept. The Hexachrome ECG system, among others, has been around for years. ECG is enjoying a re-surging interest and there are a few design techniques to improve the success of this printing strategy.

Brand Equity
Just because a strategy or solution is quicker and cheaper doesn’t necessarily mean that it is successful, especially when the integrity we’ve worked so hard to build into our brands is at risk. Any viable solution must still deliver the brilliant, unique identity that our stakeholders have come to expect.

Color Simplification vs ECG
Most systems add green, violet, and orange to CMYK to extend the range of built colors. When a unique color is an integral part of a branding system and repeated throughout the architecture, the ECG palette can be modified to include this equity color. For instance, if your global brand includes a PMS 293 word mark, you may replace ECG violet with this color. This ‘color simplification’ may still limit spot color usage, extend the gamut of built colors, and maintain logo integrity.

Careful Color Selection
Avoid contaminant colors by selecting clean, rich colors built from a minimum of process inks. Work closely with your printer and color separator to establish a reliable system of color proofing and use it to your advantage. Not sure if your proposed flavor colors will build accurately or work well with other built colors? Request a proof of the color palette to make informed decisions before the design is locked. Reliable partners will identify at-risk colors and propose alternative solutions.

Limit Built Copy
Minimize the print registration challenges by avoiding text created from multiple colors. Select one acceptable color from the palette for nutrition facts and ingredient copy. Designing white (knockout) copy from a built background poses similar registration challenges. Using one-color key lines around photography, multi-color illustrations, built background colors, and knockout text (when appropriate) ensures success on press.

Avoid Duplicate Work
Don’t be surprised that the entire supply chain does not support color simplification. Some work optimized for ECG may not to be appropriate for some print methods. Use spot colors as ‘target’ colors within packaging artwork to avoid having to redo work. Compliant partners know to convert these hero targets to acceptable builds while non-ECG printers may use the art as-is.

Collaborate
Develop a compatible system with strategic partners. Customize techniques that benefit the whole team. Your client may demand the savings but still expect the luxuries of a robust spot color environment. Negotiate the terms of ECG as partners to manage expectations and avoid surprises. Select smaller, more-manageable projects to begin with and allow participants to gain comfort and overcome obstacles before widespread deployment. Celebrate success!

Assume ECG
You may have to design compliant designs well before they are printed as such. The only way to reap the benefits of a color-simplified workflow is to have sufficient repeated work that uses the same palette over and over. This avoids costly wash-up and makeready between jobs and allows valuable ganging of multiple SKUs. Fill the queue with compatible work to improve throughput.

Put ECG to Work
Accentuate the positive. If the promise is more vibrant color, expect it in brighter photographic images as well as fields of color. Push illustrations beyond the CMYK spectrum for more brilliant results. Is there orange in your simplified palette? Then your citrus SKU should really pop! Reinvest a portion of the savings in time and money on a substrate upgrade, an additional round of proofs, or an extra retouch.

J. Scott Hosa
Associate Graphic Technology Director, Landor Associates

About Scott Hosa
J. Scott Hosa has been employed at Landor since November 2005. After studying Graphic Design at Youngstown State University and Industrial Design at Ohio State University, Scott has worked in every aspect of printing and packaging from Prepress Technician and Printing Press Operator to Graphic Designer and Design Director. Most notably, he led the digital workflow at Meadwestvaco Healthcare Packaging as Creative Services Director with responsibilities including Graphic and Structural Design, color development, proofing, platemaking, and quality control. Scott has been involved with many successful global brands for clients including Alcoa, Bayer, Bristol-Myers Squibb, Glaxo-SmithKline, Hershey’s, Kodak, Kraft, Pfizer, Procter & Gamble, and Unilever. He is currently Associate Director of Graphic Technology at Landor Associates with responsibility for packaging feasibility, color development, innovation, and education for the global branding leader.