Delivering the Vision for Desktop Color Reproduction at Hallmark Cards Todd Storbeck Senior Publishi - PowerPoint PPT Presentation

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Delivering the Vision for Desktop Color Reproduction at Hallmark Cards Todd Storbeck Senior Publishi

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Hallmark's legacy for quality, innovation and caring live on ... It consists of around 800 artists, designers, stylists, writers, editors, and photographers. ... – PowerPoint PPT presentation

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Title: Delivering the Vision for Desktop Color Reproduction at Hallmark Cards Todd Storbeck Senior Publishi


1
Delivering the Vision for Desktop Color
Reproductionat Hallmark Cards Todd
StorbeckSenior Publishing Professional
IIAdvancing Technologies
2
Brief Story About Hallmark- Desktop Color
Reproduction Vision- Proprietary Inks and Color
Separations- Custom RGB Reference Space
Profile- Monitor Proofing and RGB Workflow- How
It All Works Enterprise Color Management
System Speed, Flexibility, and Cost Reductions
3
- Brief Story About Hallmark- Desktop Color
Reproduction Vision- Proprietary Inks and Color
Separations- Custom RGB Reference Space
Profile- Monitor Proofing and RGB Workflow- How
It All Works Enterprise Color Management
System Speed, Flexibility, and Cost Reductions
4
The Architect of an Industry - Joyce C. Hall -
(1891-1982), Founded Hallmark in 1910,

was hell-bent on quality
5
Tradition For Excellence - In Everything We
Do Don Hall, Sr. Current Chairman of
the Board
Winner of
79 Emmys, 9 Golden Globes, 11 Peabody, 24
Christopher, And 4 Humanitas Awards
When you care enough to send the very best
6
Extending the Legacy Hallmarks
legacy for quality, innovation and caring live on
in the corporate values today, and in all of our
brands.
Don Hall, Jr. CEO Hallmark Cards
7
Hallmark Cards Corporate Headquarters - Located
in Kansas City
Hallmark has 16,000 full-time employees
world-wide, around 4,300 In Kansas City.
In 2006, Hallmark reported consolidated net
revenues of 4.1 billion.
8
Hallmark's share of card sales in the U.S. is
more than 50 percent.
Hallmark products found in 43,000 retail outlets,
including 3,700 Hallmark Gold Crown specialty
stores
9
Hallmarks Color Reproduction Story
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.

10
Creativity is our Essence
Hallmark generates more than 19,000 greeting
cards and related products each year.
11
Including some of the most popular new, classic
and international licensed properties
12
All Images, Designed Internally,
or External Design Properties
13
Color Reproduction Vision
Repurpose our creative content, most efficiently,
across our varying ink-on-paper product
workflows, while maintaining Hallmark quality
expectations.
14
- Brief Story About Hallmark- Desktop Color
Reproduction Vision- Proprietary Inks and Color
Separations- Custom RGB Reference Space
Profile- Monitor Proofing and RGB Workflow- How
It All Works Enterprise Color Management
System Speed, Flexibility, and Cost Reductions
15
Built on the Notion,That one Person could do
everythingScan, Edit, Design and Layout -
Push-A-Button - , and out would come great color
reproduction...
Desktop Color Reproduction
16
Began in 1984,With the release ofApple
MacintoshApple LaserWriterand Aldus PageMaker
Desktop Publishing Revolution
17
Around 1994 Adobe Photoshop,Apple ColorSync,
andthe ICC emerged.The vision for Desktop
Color Reproduction -The inexorable quest to
deliver - Push-Button-Color
Desktop Color Reproduction
18
General Requirements- No CMYK color
corrections - Design and edit in RGB space -
Perfect color separations - Smooth
transitions - Reach the ends of ink-space -
Match original color intent- Approve final color
at design time
Push-Button-Color
19
Tools Required - Enterprise-wide CMS- Device
Independent Color- True RGB Workflow -
Proprietary Color Separation - Wide-gamut
Process Inks - Robust Process Control
Delivering the Vision for Desktop Color
Reproduction
20
- Brief Story About Hallmark- Desktop Color
Reproduction Vision- Proprietary Inks and Color
Separations- Custom RGB Reference Space
Profile- Monitor Proofing and RGB Workflow- How
It All Works Enterprise Color Management
System Speed, Flexibility, and Cost Reductions
21
Color Reproduction Challenge
RGB source colors converted into Lab space
22
CMYK Color Gamut Limitation
Color Reproduction Challenge
Traditional cmyk does not have as large of
color gamut as source colors. And
therefore, does not match the original color
intent, and will not differentiate. \
23
Multi-Color, Process Inks Lithography 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 inkset that
included a fluorescent Pink, Light Cyan, and a
stronger set of CMYK
24
Eliminate Need for Spot Colors
Pantone Colors-Lab Space
25
Pantone vs. 4, 5 6 Color Gamuts
4 color - Orange 5 Color - Purple 6 Color
- Green Pantone - Points
26
Stochastic Screening Lithography on Uncoated
Stock Example
4 color AM - Blue 4 color FM -
Green Pantone Unc - Points
27
Color Gamut Comparison
Creative Color Intent
Production 4 Color
28
Hallmark Wide Gamut Inks
Creative Color Intent
Hmk 5 Color Reproduction
29
7-Color Process Inkset Flexography on Napkin
Stock Example
4 color Flexo - Blue 7 C Gamut - Green Pantone
Unc - Points
30
Color Separations 7-Color off-the-shelf software
example
Best rated profile software - 7 Color Separation
RGB Source Image
31
Proprietary Color Separations 7-Color Hallmark
separation example
Hallmark Internal Profile 7-Color Separation
RGB Source Image
32
- Brief Story About Hallmark- Desktop Color
Reproduction Vision- Proprietary Inks and Color
Separations- Custom RGB Reference Space
Profile- Monitor Proofing and RGB Workflow- How
It All Works Enterprise Color Management
System Speed, Flexibility, and Cost Reductions
33
2005-2007 Working RGB Space
Adobe 98 Hallmark Working RGB Space
Widest Ink-on-Paper Color Gamut
34
Working or Reference RGB Space
Theoretical Hallmark Working RGB Space
35
2007 Working RGB Space Intersection of bright
LCD gamut with largest output gamut _at_ 10
enlargement neutral axis
36
2007 Working RGB Spacefor Monitor Proofing
Hmk 07 Hallmark Working RGB Space
Widest Ink-on-Paper Color Gamut
37
- Brief Story About Hallmark- Desktop Color
Reproduction Vision- Proprietary Inks and Color
Separations- Custom RGB Reference Space
Profile- Monitor Proofing and RGB Workflow- How
It All Works Enterprise Color Management
System Speed, Flexibility, and Cost Reductions
38
Traditional Ink-On-Paper Production Workflow
Capture Design Proof
Print
39
History of Proofing
Digital press
Cromalin
Inkjet
Color-Art
20 years ago
10 years ago
5 years ago
2 years ago
40
Cost Per Proof (consumables operator labor)
Color-Art
Digital press
Inkjet
65
50
LCD
8
2
Free
41
Color Corrections Proofs
Early Days of Desktop Publishing
Digital press
Inkjet
Color-Art
11
Cromalin
9
LCD
6
3.5
42
Color Corrections Proofs
_at_4 hrs color correction labor / Design
Digital press
RGB Workflow
Inkjet
Color-Art
11
Cromalin
9
LCD
4 hrs/Design
6
X 20K Designs
3.5
Millions
43
New Design Proofing Device
LCD Display
  • LCDs - Current Hallmark Display Standard
  • Larger gamut than our legacy Sony CRT
  • much brighter, 250 cd/m2 LCD, 80 for CRT

44
Monitor Proofing / RGB Workflow
Design/Proof Color
45
Standard Color Language - HSB
Hallmark HSB Color Charts
46
Device Independent RGB Workflow
RGB Reference Space Design Edits
RGB to Lab Ref. Profile
RGB to Lab Display Profile
Lab to CMYK Proof Profile
Lab Profile Connection Space
Lab to CMYK Press Profile
RGB to Lab Scanner Profile
47
- Brief Story About Hallmark- Desktop Color
Reproduction Vision- Proprietary Inks and Color
Separations- Custom RGB Reference Space
Profile- Monitor Proofing and RGB Workflow- How
It All Works Enterprise Color Management
System Speed, Flexibility, and Cost Reductions
48
Huge Marketing Event Occurs!
49
Marketing says Go Fast on This One!Content
Management Systems kick in
50
Design Content saved in process independent,
working RGB Space
51
All Lettering and Vector Graphics selected as
process independent RGB Colors
Lettering
52
All Final Color Approvals completed via Monitor
Proofing at Design-Time
53
Final (Virtual 3D) Product Line is approved,
Universal PDF RGB Deliverables ready for press
Communication
54
Traditional CMYK Workflow
Risk of Poor Color Coordination
55
Traditional CMYK Workflow with Hard Copy Proofing
with duplicate color editing
Duplication of Effort
56
100 RGB Workflow - creative content is
efficiently repurposed to gravure, flexo, litho
57
The Retailers and Customers Love it! from
concept to store shelf much faster
58
- Enterprise-wide CMS- Device Independent
Color- True RGB Workflow - Proprietary Color
Separation - Wide-gamut Process Inks - Robust
Process Control - Leadership, Technical Support
- Compromise
Lots of Process Controls - Print to
Numbers,Standard Inks, paper, Lab balanced grays
59
  • Enables 100 Digital Workflow
  • Go direct from Design to print
  • Eliminate color correction times
  • Eliminate shipping cycle times
  • Approve color anywhere

Benefits For Enterprise Color Management
  • Reduced Consumables Labor
  • Cost Savings (consumables)
  • gt hundreds of thousands
  • Cost Savings (labor)
  • gt several million
  • Supports Business Transformation
  • Simplifies Work Processes
  • Increases Speed Flexibility
  • Reduces Cost
  • Reduced Color Approvals
  • User friendly/consistent/quality
  • Enables Designer control color
  • Fewer steps in the workflow
  • Less color expertise required

60
"And the day came when the risk to remain tight
in a bud was more painful than the risk it took
to blossom."--Anais Nin
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