The United Nations of Communications
After a short lunch break, he introduced Don Hutcheson of Hutch Color. Don, using a 239 or 293-slide PowerPoint presentation (it was so much fun that the dazzling number of slides did not deflate the event), clearly conveyed his message. Color needs to be viewed as an integral part of the creative workflow and not as a by-product. On a correctly printed piece, color is special. It holds a defining and electric position that in nearly all instances enhances a story, ad or editorial by adding depth, interest, excitement and beauty.
On a tablet screen or mobile device, Don’s observations are drastically exaggerated, or as they say, “Color is now on steroids.” Don primarily focused on the print aspects of color, while explaining the need for calibration, RGB including creative color, printing variables, and the limitations of the process. He also offered the best explanation of the new G7 certification I have ever heard and accurately detailed the use of GRACoL and SWOP. Color is a signpost to the future of cross media and media convergence. Consistent brand color becomes critical across each new piece of media, and Don and his team have that goal under their microscope.
Was there a negative part of the day? Sure. There was a lack of interchange of the information being presented with the educational, design and creative communities. All these print standards are great, but there is a need to get the message out—a cross-media need to present the information to the bullpen of the industry.
The day invested was time well spent. I found the information provided throughout the seminars ahead of its time, and the overall event shed a bright light on the future of media and communications. Thank you, David Steinhardt and staff!
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.