Obstacles:
- every monitor is different
- every colour copier is different
- every mobile screen is different
- every type of paper takes ink differently, depending on its weight and surface, such as a coated or uncoated paper
- engraving ink is different from offset ink
- short-run digital inks are different; some are toner-based, while some are liquid
Visual perception is relative to context:
Josef Albers used his famous book 'interaction of colour' to demonstrate, via optical illusions and visual exercises, how human beings perceived the world around them. He demonstrated how the same colour is viewed differently based on the context of where it is seen. He was convinced that most human beings looked without really seeing, and he wanted to open their eyes.
Brand integration and style
Brand integration means your logos, typefaces, text, and design end up displayed in multiple formats, from paper to smart phone screens. That makes an understanding of RGB, Pantone, and CMYK one of the most important parts of the creative process.
If well known brands change their colours, they become almost unrecognisable - showing the power of brand colours.
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