Thinking about Full Color Documents?
Think Ricoh

By Kurt Konow
Data Center Segment Marketing Manager
Ricoh Americas' Production Printing Business Group (PPBG)

Now that full color printing is becoming more cost effective and print speeds are within acceptable production ranges, the pressure to transition to full color is on. However, up until now color printing was reserved exclusively for high profile documents going only to premier customers. But now the CMYK flood gates have opened and everyone seems to be saying it in color.

Are you still trying to decide if your data center is ready to implement full color printing? If so, consider the following elements before you permanently hang the Pantone® Formula Color Guide from your belt loop:

An Effective Color Strategy
There are a multitude of color research studies available in the marketplace that will quickly convince any document owner, or marketer, that infusing color into monochrome documents can be a winning proposition. Based on the objectives of the project or application, color may in fact be the way to go, but let’s get some facts on the table so you can decide for yourself.

Color Can:

Clearly, the benefits of color are worth considering. However, before spinning the color wheel to decide which shades of yellow, green and blue to add to your documents, consider doing the following first:

1.  Create a spreadsheet of your customer facing documents / applications.

2.  Research each application to compile critical information from departments such as Customer Service, Finance and Marketing to determine the problems and successes associated with each document. For example, how frequently does Customer Service receive calls to clarify information already found on the document, such as late payment date. Interview Finance/Accounts Receivable to determine if late payments are consistently received for specific bills or invoices. Ask Marketing about the results of their cross-sell or promotional offers integrated within documents. This information might indicate where the use of color might influence customer behavior and improve bottom-line results.

3.  Contact a sampling of customers within the low, medium and high net worth client base and talk to them about the communications they receive and share with them your color ideas to receive immediate feedback.

4.  Interview the internal team responsible for creating, producing and distributing documents to access the potential impact of integrating color into the document lifecycle.

5.  Evaluate with your production department the color capabilities that currently exist, if any, and the metrics required to either migrate to color or bring color in for the first time.

6.  Select a simple project and jointly prepare with internal document stakeholders a draft investment pro-forma and timeline.

7.  Evaluate the market and competitors to evaluate the importance and leadership position of preparing and communicating in color.

8.  Assess all the input from your color research activities to formulate a fact-based, color strategy jointly developed by your company document stakeholders.

Target One or Two Applications
An outcome of developing your Color Strategy should be a clear prioritization of the applications you want to colorize first, second, third and so on. It would be a mistake, if not a disaster, to colorize more than one or two applications at a time. You will want to carefully test and measure each color change in order to prepare a meticulous cost-benefit analysis, which should guide your continuing color strategy. The road to color can be a long-haul, so let's not make it a bumpy one.

Estimate Costs and Timelines
Another deliverable of your Color Strategy should have been a mock investment pro-forma and timeline. Now its time to number crunch and turn your draft documents into excel spreadsheets on which you can base sound decisions. Carefully review your financial statements with the production team and finance department to ensure you have covered all elements required for the color transition. Additionally, prepare the project timeline with the key players that will actually be doing the work on the color applications. It might seem like a one hour project to select the colors for the four color investment pie chart, but corporate marketing will definitely object when you select the same custom colors used in the corporate logo.

Talk with your Ricoh PPBG Production Print Specialist
The marketplace is riddled with color production solutions. However, selecting the right color solution is just as important as deciding to embrace a color communication strategy. Let your Ricoh PPBG Production Print Specialist review your Color Strategy and determine what color system(s) will meet your goals for today and beyond.

Still Thinking About Full Color Documents?
The demand for full color communications is growing exponentially. The demand is dictated by customers, competitors and savvy companies. The benefits of full color are dramatic, but don't jump into color production blind. Remember to establish an effective color strategy, target one or two applications, estimate costs and timelines, and call in an experienced color production partner - Ricoh PPBG - and start "Thinking about Full Color Documents."

A veteran to the high-volume transactional print market, Kurt Konow is responsible for Data Center marketing for Ricoh Americas' Production Printing Business Group. Kurt brings many years of hardware and software solution experience to his appointment as Data Center Segment Marketing Manager for PPBG. Kurt can be reached at kurt.konow@ricoh-usa.com or at 630-335-4453.

You Invest In Ricoh, Ricoh Invests in You.

Get a free copy of Color: Messages & Meanings: A PANTONE Color Resource
by Leatrice Eiseman
(a $26.39 value). Color expert Leatrice Eiseman provides her insights on color psychology and offers hundreds of examples of color combinations for effective communication. Includes charts for converting PANTONE solid ink colors to the four-color process (CMYK) formula.