Post on 13-Jan-2016
The “Green” Evaluation of Hallmark’s Color
Reproduction System
Scot R. FernandezSenior Creative Technology Specialist
Creative Technologies
Hallmark Cards
Corporate Headquarters - Located in Kansas City
Hallmark has 18,000 full-time Employees world-wide, around 4,000 In Kansas City.
In 2006, Hallmark reportedconsolidated net revenues of $4.1 billion.
Begins with Creativity…
Hallmark's Creative Division is one of the largest in the country.
It consists of around 800 artists, designers, stylists, writers, editors, and photographers.
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Hallmark’s Color Reproduction Challenge
Creative Division creates 20,000 new designs per year.
Manufacturing executes over 100,000 different designs/year.
Results in over 4 Billion printed cards annually.
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Hallmark’s Color Reproduction Challenge
- Enterprise-wide CMS- Device Independent Color- True RGB Workflow - Proprietary Color Separation - Wide-gamut Process Inks - Robust Process Control - Leadership, Technical Support - Compromise
2007 ISCC Annual Meeting
Delivering the Vision for Desktop Color Reproduction Delivering the Vision for Desktop Color Reproduction
LabProfile
Connection Space RGB to Lab
Scanner Profile
RGB to LabDisplay Profile
Lab to CMYKPress Profile
Lab to CMYKProof Profile
RGB Reference Space Design Edits
RGB to LabRef. Profile
Eliminating the need for Spot Colors
Color Reproduction Challenge CMYK Color Gamut Limitation
CMYK is limited compared to common design color communication tools.
Using spot colors toproduce the product leadership desired by our Creative staff would be too costly.
Multi-Color, Process InksLithography Uncoated Example
Hallmark was a pioneer in developing, wide- gamut,
multi-process ink
systems, and high-
end color separations
Over 45 years ago,
Hallmark developed
a proprietary 6 color
ink set that included a
fluorescent Pink, Light
Cyan, and a stronger set of CMYK
Eliminating the need for Spot Colors
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48 53 58 63 68 73 78 83 88 93 98
L*
C*
L4UAM Magenta L6UAM Magenta
Eliminating the need for Spot Colors
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48 53 58 63 68 73 78 83 88 93 98L*
C*
L4UAM Cyan L6UAM Cyan
Pantone vs. 4C & 6C AM Color Gamuts
Uncoated Gamut Volume Percent Increase
4C AM 184,495 0%5C AM 306,110 66%6C AM 319,768 4%
Litho
Coated Gamut Volume Percent Increase
4C AM 409,130 0%5C AM 534,424 31%6C AM 534,862 0%
Litho
CreativeColor Intent
CreativeColor Intent
Production 4 Color
Production 4 Color
Color Gamut Comparison
Hmk 6 ColorReproductio
n
Hmk 6 ColorReproductio
n
CreativeColor Intent
CreativeColor Intent
Color Gamut Comparison
Color Gamut Comparison
CompetitorColor
CompetitorColor
Hmk 6 ColorReproductio
n
Hmk 6 ColorReproductio
n
Impact of Stochastic Screening
Stochastic expands gamut
Absorbs light efficiently
Wider color gamut
Less color contaminationfrom paper
More consistent color during the run
Stochastic expands gamut
Uncoated Gamut Volume Percent Increase
4C AM 184,495 0%5C AM 306,110 66%6C AM 319,768 4%
Litho
Coated Gamut Volume Percent Increase
4C AM 409,130 0%5C AM 534,424 31%6C AM 534,862 0%
Litho
Stochastic expands gamut
Uncoated Gamut Volume Percent Increase
4C FM 217,112 0%5C FM 350,009 61%
Litho
Coated Gamut Volume Percent Increase
4C FM 450,407 0%5C FM 564,448 25%
Litho
AM Gamut Volume Comparison
FM Gamut Volume Comparison
HSB Editing/RGB Workflow
Terminology & Tools
Color Reproduction Vision
Repurpose our creative content,
most efficiently, across our varying
ink-on-paper product workflows,
while maintaining Hallmark quality
expectations.
Traditional Ink-On-Paper Production Workflow
Capture Design ProofColor Corrections
$$$
Risk of Poor Color Coordination
Traditional CMYK Workflow…
- Enterprise-wide CMS- Device Independent Color- True RGB Workflow - Proprietary Color Separation - Wide-gamut Process Inks - Robust Process Control - Leadership, Technical Support - Compromise
RGB Workflow/HSB Editing
Delivering the Vision for Desktop Color Reproduction Delivering the Vision for Desktop Color Reproduction
LabProfile
Connection Space RGB to Lab
Scanner Profile
RGB to LabDisplay Profile
Lab to CMYKPress Profile
Lab to CMYKProof Profile
RGB Reference Space Design Edits
RGB to LabRef. Profile
General Requirements:- No CMYK color corrections - Design and edit in RGB space - Great Color Separations
- Smooth transitions- Reach the ends of ink-space- Match original color intent
- Approve final color at design time
RGB Workflow/HSB Editing
Push-Button-ColorPush-Button-Color
Device Independent RGB Workflow
LabProfile Connection Space
RGB to LabScanner Profile
RGB to LabDisplay Profile
Lab to CMYKPress Profile
Lab to CMYKProof Profile
RGB Reference Space Design Edits
RGB to LabRef. Profile
Working or Reference RGB Space
Theoretical Hallmark Working
RGB Space
2005-2007 Working RGB Space
Adobe 98Hallmark Working
RGB Space
Widest Ink-on-PaperColor Gamut
2007 Working RGB Spacefor Monitor Proofing
Hmk 07Hallmark Working
RGB Space
Widest Ink-on-PaperColor Gamut
Designer Workflow ChangeHSB Editing Terminology & Tools
Color Separations5-Color off-the-shelf software example
RGB Source ImageBest rated profile software
- 5 Color Separation
Proprietary Color Separations5-Color Hallmark separation example
RGB Source Image Hallmark Internal Profile 5-Color Separation
Standard Color Language - HSB
Hallmark HSB Color Charts
All Lettering and Vector Graphics selected as process independent RGB Colors
All Final Color Approvals completed via Monitor Proofing at Design-Time
RGB WorkflowProofing Evolution
Color Corrections & Proofs
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Cromalin®QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.
Color-Art
3.5
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Digital press
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Inkjet
6
119
LCD
0
Early Days of
Desktop
Publishing
Color Corrections & Proofs
QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.
Cromalin®
QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.
Color-Art
3.5
QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.
Digital press
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Inkjet
6
119
LCD
0
4 hrs/DesignX 20K Designs
= $$$Millions
@4 hrs color correction labor / Design
RGB
Workflow
Cost Per Proof(consumables & operator labor)
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Cromalin®
QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.
Color-Art
$65 QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.
Digital press
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Inkjet
$50
$8$2
LCD
Free
Results
100% RGB Workflow - creative content is efficiently repurposed to gravure, flexo, litho
Lots of Process Controls - Print to Numbers,Standard Inks, paper, Lab balanced gray
The Retailers and Customers Love it! …from concept to store shelf much faster…
Summary
Supports Business Transformation:
•Simplifies Work Processes
•Increases Speed & Flexibility
•Reduces Cost
Benefits For Enterprise Color Management:
Reduced Color Approvals
• User friendly/consistent/quality
• Enables Designer control color
• Fewer steps in the workflow
• Less color expertise required
Reduced Color Approvals
• User friendly/consistent/quality
• Enables Designer control color
• Fewer steps in the workflow
• Less color expertise required
Enables 100% Digital Workflow
• Go direct from Design to print
• Eliminate color correction times
• Eliminate shipping cycle times
• Approve color anywhere
Enables 100% Digital Workflow
• Go direct from Design to print
• Eliminate color correction times
• Eliminate shipping cycle times
• Approve color anywhere
Reduced Consumables & Labor • Cost Savings (consumables)
> $ hundreds of thousands
• Cost Savings (labor)
> $ several million
Reduced Consumables & Labor • Cost Savings (consumables)
> $ hundreds of thousands
• Cost Savings (labor)
> $ several million
Future Green EffortsVirtual Secondary Process Proofing
Typical communication tool for
emboss.
The “Green” Evaluation of Hallmark’s Color
Reproduction System
Scot R. FernandezSenior Creative Technology Specialist
Creative Technologies