the “green” evaluation of hallmark’s color reproduction system scot r. fernandez senior...

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.





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


0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

48 53 58 63 68 73 78 83 88 93 98

L*

C*

L4UAM Magenta L6UAM Magenta


0.00

10.00

20.00

30.00

40.00

50.00

60.00

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


Production 4 Color

Production 4 Color

Color Gamut Comparison

Hmk 6 ColorReproductio

n


n





CompetitorColor

CompetitorColor


n


n

Impact of Stochastic Screening

Stochastic expands gamut

Absorbs light efficiently

Wider color gamut

Less color contaminationfrom paper

More consistent color during the run


4C AM 184,495 0%5C AM 306,110 66%6C AM 319,768 4%

Litho


4C AM 409,130 0%5C AM 534,424 31%6C AM 534,862 0%

Litho



4C FM 217,112 0%5C FM 350,009 61%

Litho


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

$$$

Print

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






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






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


Inkjet

6

119

LCD

0

Early Days of

Desktop

Publishing

Color Corrections & Proofs

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Cromalin®


Color-Art

3.5


Digital press


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)


Cromalin®


Color-Art

$65 QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.

Digital press


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

the “green” evaluation of hallmark’s color reproduction system scot r. fernandez senior...

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