Software & Controls


Get more accurate colour by speaking your printer’s language Print specifications are the key to successful packaging


here’s a common misconception that printing packaging is about as simple as producing fl yers, menus or invitation cards. You go to a design studio, describe what you want, and come back when the order is ready.


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By Maxim Siniak, Ph.D., business development manager, Datacolor BENEFITS FOR PRINT SHOPS


At worst, you could end up with an incorrectly executed order, late delivery or other failures, with all the ensuing fi nancial consequences.


The reality is that the process is much more involved, or should be, because packaging is one of the primary ways customers will interact with your brand identity. In particular, there can be no compromises when it comes to colour. To get the job done right, you need to bring more to the table than abstract ideas and concepts. A detailed print specifi cation is essential to begin production. Print specifi cations, or “print specs” as they’re often called, are the language of the industry, universally understood by every shop. They cover everything from job descriptions to colours, stock, timetables and customer contact information. Specifi cations aren’t just valuable — they’re an essential part of a printing workfl ow. Neglecting them at the outset can lead to delays and other setbacks. At best, the job will be stalled while the printer works to clarify your production needs.


CLARITY PROTECTS BRAND IDENTITY Colour is one of the key elements of a brand or corporate style. In addition to recognition value, brand colours are often chosen to convey information or create an emotional impact. Brands can suff er if production colours diff er


signifi cantly from past runs or approved samples. For example, if the colours on a particular package type have shifted since the original release, customers may mistakenly assume that newer products are counterfeit. Poor colour matching can even create legal consequences, especially in markets like pharmaceuticals where colours are often used to distinguish diff erences between medications.


Correct print specs help brands determine which shops can deliver the required quality. They also assist printers with providing more accurate estimates, making it easier to compare costs between shops.


Print specs make it possible for shops to build efficient and coordinated workflows for their production teams. They also help ensure all necessary equipment is available when needed.


Purchasing departments use specifications to check the availability of consumables and specified substrates, working with their supply chains to ensure everything needed is on hand when production begins. Prepress specialists rely on specs for critical details about format, design, colours, layout, post- press operations and more.


Clearly defined acceptance criteria are another critical element, both for the colour laboratories that mix inks and for press operators who perform quality control during production.


SPEC FOR SUCCESS


You can easily avoid many of the most common specification mistakes. Here are three tips for creating print specs that help brands and printers communicate clearly and ensure accurate production.


1. Write your own specs


Although you can find useful templates for print specs online, it’s hazardous to search for existing specifications and duplicate them for your job. This kind of copying frequently causes problems because it’s easy to overlook specifics of the printing process, materials and/or post-processing that can impact colour.


Different types of physical materials — inks, varnishes, substrates, lamination films and so on — each have their own characteristics. The same is true of printing processes: offset, flexo, gravure, screen and digital printing all impose unique limitations.


Figure 1. Colour shifts caused by diff erent substrates highlight the importance of job-specifi c specifi cations


Any of these factors can result in a mismatch between colour standards and the finished product if the specs aren’t right for your job. For example, pure red reproduced on white coated paper will look very different from the same ink printed on brown cardboard (Figure 1).


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November 2025


www.convertermag.com


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