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	Client IDC Insurance Direct Canada Agency Barcelona Media Design Creative Director Dragan Nikodijevic Tasks Logo Design Web Design Barcelona Media Design + Motion Graphics Corporate Identity Development Web Design Graphic Design Photography About BMD	Case Studies #014 IDC Insurance Direct Canada   COLOUR CONSISTENCY After the proposal for a logo and web page had been approved we started working on business cards and all the required printed material. While submitting samples to the client we received a couple of comments about lack of colour consistency. It was a tip of the iceberg and a cornerstone in our process of educating our clients/partners in the field of colour what did they have to learn. We have never had so many different media supports to work with: we print on paper, cardboard, plastic, metal, glass, acrylic, textile… We see colours on all sort of screens – computer, TV, billboards, hand held devices… Not to mention difference between printed (CMYK) and projected (RGB) colours… And we expect one colour to look the same on all of them? Pretty challenging. Why? Because every single computer screen is unique, depending on graphic card, operative system and, at the bottom line, on working hours. The angle of inclination of your laptop or iPad is going to distort original colour and make it look much lighter or darker. So’ what is to be done? Graphic professionals should work with well-equilibrated high-resolution monitors and should be able to do proper presentation of their work in close to optimal conditions. And that is what counts. The logo proposal that has been sent through email and opened on a laptop or iPhone or broadcasted online, simply doesn’t make sense. Business cards seen on the screen will never look like printed stuff. Even having two technicians working in a real (offset) print shop (one in the morning and one in the afternoon) may result in having different colours in a final print! And then, there is digital printing with its own advantages and limitations, but more about that some other time… Logo Design Web Design