Why Does My Logo Look Different? 3 Things to Help Digital Marketers Find Their True Colors

October 30, 2013

By Eric King, VP Operations, WebbMason Commercial

With apologies to quirky 80s pop queen, Cindy Lauper, the “true colors” used to support or even define a brand might not translate into various media – print, digital, billboards, three-dimensional items – the way they were intended. This is problematic. To understand the importance color plays in shaping the identity of a brand, try this quick test. Ask the next group of women you see what company’s products are packaged in “little blue boxes”, or ask just about any guy in the Plains states who makes the big green tractors. You are very likely to get the answers Tiffany and John Deere without much thought (and usually accompanied by a smile).

According to design website Color Matters (www.colormatters.com), “80 percent of visual information that we take in is related to color” and that is perhaps why the connections between emotion, color and brand are so intrinsically linked.

The availability of cheap and easy digital printing has made many digital-native marketers unaware of the basics of color management for printed items. Below are three things every marketer should understand to significantly improve the color consistency of their printed projects.

1)      Color Management (What is the Pantone Matching System?)

Printing Color swatches

The Pantone Matching System (PMS) is an internationally recognized system for specifying colors. By assigning a numerical value to each unique hue, marketers and printers can maintain consistency across different media, printing processes, and even geographies. Most seasoned marketers can tell you their brands’ PMS color off the top of their head as it becomes a very important element for maintaining brand integrity.

 2)      Spot Color vs. Process Color: What’s the Difference?


To professional printers, all colors of a printed piece are defined as either “process” or “spot.” Each is created in a different manner and each can produce different results.

  • Process color uses half-screen dots of colors to create the illusion of solid colors to the human eye. Often called 4 Color (4/c) printing, Process color screens a specific percentage of each of the four color inks – cyan, magenta, yellow and black, (usually abbreviated “CMYK”) onto a surface.
  • Spot Color is produced by pre-mixing ink pigments, in appropriate quantities. Think about mixing yellow and blue paint to get green in grade school. Spot color is created in a similar, although much more precise, manner. Once mixed, the finished spot colors are then applied to your project.

3)      Coated, Uncoated and Matte Finishes


The texture of the media you are printing on can affect the way ink is absorbed, and subsequently, appears to the eye. By adding a suffix letter to PMS colors, you can determine how it will look on a certain media. Those letters are C (coated), U (uncoated) and M (matte).

WebbMason has helped simplify the process of maintaining brand and color consistency across all platforms with the introduction of MarketingBench 2.0, the marketing automation platform for digital and traditional channel management. You can learn more about how MarketingBench can help you produce more effective and more efficient results here.


WebbMason’s Doug Traxler Named to Board of Directors for PSDA

April 8, 2013

Congratulations to Doug Traxler, chief development officer and executive vice president of sales and marketing, who has been named to the Board of Directors for the Print Services and Distributors Association (PSDA) for 2013!Image

With his appointment, Doug represents the tremendous work and dedication found in all WebbMason employees. Like WebbMason, the PSDA is dedicated to providing best-in-class print, marketing and business communications solutions for organizations of all sizes.

Traxler has been with WebbMason since he founded the company’s first regional office in Washington, DC, in 1995. Prior to joining WebbMason, Traxler spent 13 years with Wallace Computer Services, where he served as sales representative, account executive and general manager. Doug is honored to be named to the Board of Directors and will continue to exemplify the principles founded in our company.

For the official announcement, click here.


WebbMason blows away Chicago

November 16, 2012

Chicago, Illinois is not only famous for being Obama and Oprah’s hometown, but also for being the third largest city in the world (and also the windiest!) However, due to a recent connection from WebbMason and ChamberPlus+, Chicago has more to be famous for—in our office at least.

That’s because ChamberPlus+ and WebbMason have recently joined forces to give local Chicago businesses big business discounts. Both ChamberPlus+ and WebbMason ensure high levels of service for a very low cost. As Jerry Roper, president and CEO of Chicagoland Chamber of Commerce, noted, “Products and services offered by our members, like WebbMason, help control bottom-line expenses while we all work on driving an increase in top-line revenue.”

Thanks to Frank Ignatius, account executive, WebbMason has been selected as a business service provider in the Chicagoland Chamber of Commerce ChamberPlus+ program, and will service more than 1.3 million local employees in the association’s market area. Ignatius will oversee the ChamberPlus+ program from the WebbMason’s Naperville, Illinois, office. WebbMason joins other national companies in the ChamberPlus+ program, including Office Depot, Virgin America, and UPS.

As part of the program, WebbMason is offering other Chamber members a 15 percent discount (in addition to their lowest negotiated rates) on business cards, brochures, letterhead, signage, banners, direct mail, and all other printed items.

The Chamber has also invited WebbMason to advertise its member-exclusive print pricing as well as its other services to the ChamberPlus+ community via its website.  (That’s the WebbMason banner ad at the top of this post.)

If your business is in the Chicago area, try not to get blown away—and also don’t forget to join ChamberPlus+ so you can take advantage of the great programs the Chamber sponsors, including those being offered by  WebbMason.


PSDA Rankings Affirm WebbMason’s Continuing Market Leadership

October 1, 2012

WebbMason once again topped the charts of Print Solutions magazine annual rankings in several categories based on 2011 revenue. The magazine is published by the Print Services and Distribution Association (PSDA), an industry group whose members comprise a broad network of supply chain partners representing nearly 1,000 companies with combined annual revenue of more than $5 billion in combined annual sales.

Among PSDA nearly 1,000 members nationwide, WebbMason is:

  • The #1 Seller of Commercial Printing
  • The #2 Distributor across all categories with $92.5M in sales
  • The #2 Seller of Labels and Tags
  • The #3 Seller of Promotional Products
  • The #3 Seller of Paper-Based Forms

While we’re thrilled to be among the best of the best, what’s truly important are the reasons that underlie WebbMason’s success: customer-centricity, innovation, and value.

The Marketing Innovation Center™ @ WebbMason is a perfect example of market leadership and the company’s investment in people, processes and technology to bring to market top-quality products and services that are surpassed only by the value they deliver.

The Marketing Innovation Center™ @ WebbMason

As an integrated marketing solutions and services company, WebbMason understands that today’s marketing channels have their own set of rules. Each one demands special technology and expertise. Those discrepancies make it harder for marketers to develop solutions across disciplines. The Marketing Innovation Center @ WebbMason defies this trend. It breaks down barriers between marketing silos to facilitate understanding and synchronicity across them. The employees who workin the Marketing Innovation Center @ WebbMason drive our integrated marketing and web strategies effort, as we continually aim to become an extension of our clients’ marketing teams. The business cards found in this space say “WebbMason,” but these employees really wear the same color jerseys as our clients.

Another proof point of our innovation is MarketingBench™, WebbMason’s on-demand digital marketing management system, allows sales and marketing teams, local and remote employees, channel partners, franchisees and business partners to have fast and easy access to an entire brand library – or only appropriate portions. MarketingBench streamlines the acquisition, customization, and delivery of promo, print, and other materials and is used by 1.5 million users at more than 800 companies to streamline ordering, centralize procurement, track marketing and print materials in real time, and create documents online 24 hours a day, seven days a week.

Perhaps the most important number of all is 315. That’s the number of dedicated WebbMason employees working in offices across the country. At the end of the day, it’s their expertise and commitment that WebbMason a success by ensuring that our clients are successful. Yay Team, WebbMason!

 

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DocBuilder Tips & Tricks: Saving Savvy

June 4, 2012

Sara’s Tips and Tricks for WebbMason DocBuilder, final entry.

This tip is for working with PowerPoint presentations before you send them to WM DocBuilder to be printed. If you need presentation handouts and want to be environmentally-friendly, a great way to do that is to print to print 2, 3, 4 or even 6 slides together on a single page — instead of printing each slide as a full page. You can do this easily by changing your print setting. Depending on your version of Microsoft Office, the steps may vary slightly. With your file open, go to the print screen. Change your print settings to the desired number of slides per page. The next step is important. Choose a printer that will print the file as a PDF or use a PowerPoint plug-in that automatically writes the file as a PDF with your print settings applied. If you simply try to save your file as a PDF with these settings, it will revert back to the full-page version.

I hope you find the information I’ve shared useful.  If you have any questions related to WebbMason DocBuilder, I’m here to help!  Please email them to DocBuilder@webbmason.com

Sara E. Post
Product Marketing Manager


DocBuilder Tips & Tricks Series: Naming with Purpose

May 21, 2012

Sara’s Tips and Tricks for WebbMason DocBuilder, third of five entries.

WM DocBuilder allows you to upload files, select the ones you need, and then rearrange them in the order you want them to print using up and down arrows.  However, if you have a large project with a large number of print files, a little extra work on the front-end will save you some time.  Before you upload your files, rename them with a number in the beginning of the file name corresponding to the order in which it should print (i.e. 1_Executive Summary, 2_Contract, 3.1_ExhibitA, 3.2_Exhibit B, etc.).  When the files are added to a new document, it will be super-easy to put them in the right order!

I hope you find the information I’ve shared useful.  If you have any questions related to WebbMason DocBuilder, I’m here to help!  Please email them to DocBuilder@webbmason.com

Sara E. Post
Product Marketing Manager


Franchising: Not Just for Fast Food Anymore

September 9, 2011

WebbMason will be hosting their next webinar for Hospitality Franchises on September 28th.

For more information, click here.

In the current economic climate, it is hard for many long-standing businesses to stay afloat. With closings and bankruptcies increasing nationwide, you would think that starting a new business in the middle of this would be impossible. However, some passionate business owners have found a way to continue opening new businesses, despite the terrible economy.

Their answer, as you may have guessed, lies in franchises.

With over 6,000 franchise concepts within 40 industries currently being sold in the United States, it is quite possible for an individual to find a business that matches their passion and their pocketbook.

Franchising is an affordable way for people to start a business that fits their interests and their desires. Smart investors, looking for new projects during this rocky time, have turned to franchises, which have a failure rate of less than 5%. No other form of business can claim that level of success right now.

Franchisors need to take advantage of the current climate to reach out and find franchisees in the wave of potential owners that lack the funding to start a business from scratch. On the back of this sudden interest in franchise businesses, a second trend has also emerged.

The hottest franchises today include in-home care, childcare and education, repair and maintenance, pet care, as well as health and wellness.  In-home care provides support to the elderly, both independent living and assisted care.

Nearly every industry out there has franchising opportunities. So, while it is true that there has never been a better time to find a franchisee, it is also true that competition is going to increase, rapidly. It’s a good thing that MarketingBench is here to help.

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Founded in 1989, WebbMason is one of the fastest-growing print and brand management service companies in the United States, helping marketing departments and their internal and external partners save money and streamline processes through a winning combination of industry expertise, exceptional print supply chain partners and technological innovation. Headquartered in Hunt Valley, Maryland, WebbMason has 20 sales offices throughout the United States.


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