Have you ever specified a match color (PMS) only to be disappointed when your print job arrives because the printed color doesn't match the color swatch? There are a few things to consider when choosing a match color to avoid disappointment.
First of all, consider the paper. If you are printing a match green on a bright white sheet, it will look a certain way. If you print the same green on an off-white sheet, it will look completely different. To make sure you are not surprised by the appearance of a particular ink on a particular paper, you can ask your printer for an "ink drawdown." The printer produces a drawdown by mixing your chosen ink and spreading a little on your chosen paper using a putty knife. While this thin film of ink won't show you how text or screens of the color will look, it will at least give you a general idea of the final appearance of your printed piece. This can be particularly helpful when you consider that many printing inks are transparent and are therefore dramatically altered by the paper color.
Second, consider the use of the color. If you print a solid green (as a background, for instance), it will match your color swatch. However, if you print a column of text (particularly one set in a small point size) in the same green, it will appear lighter than the color swatch. This is because you are printing a little green surrounded by a lot of white. Therefore, your eye sees a lighter green.
Finally, remember that the colors in your PMS book change over time and with exposure to light. Replace your color book periodically (the expiration date should be noted on the book).
When in doubt -- and this actually is always a good practice -- send the color chip to your printer along with the job. Even if the color has changed over time, you can ask your printer specifically to match the color on the supplied chip.
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