A brand's exact colour is one of its most valuable assets — and one of the easiest things to lose across multiple print runs.
Why screen colour and print colour diverge
Screens display colour in RGB; presses print in CMYK — the two rarely match exactly. That's why relying on a colour that 'looks right' on a monitor is the most common reason reprints drift from a brand's original shade.
The fix is a Pantone (spot colour) reference wherever brand accuracy matters — logos, packaging, and any high-visibility collateral. Pantone references translate consistently across different presses and paper stocks, unlike a CMYK build alone.
For reorders, ask your printer to retain the colour profile and press settings from the original job rather than resubmitting the file fresh each time — this is what keeps a five-year-old reorder matching the very first run.