BXP - June/July 2017 - 32

A D V E R T O R I A L

Shedding light on brand color matching.
A conversation on metamerism with color expert John Hazen
For brand owners and designers, it's a vexing problem.
Color is a key component of brand identity, so it has to
be consistent. And you think it is. But one day, you see
your product on a display near a store window. Then
you wander down the aisle and see the same product
on the shelf. The colors are different. What happened?
This apparent flaw is the result of metamerism. A
recent conversation with color expert John Hazen, of
Hazen Paper Company, offers insights on metamerism,
the role lighting plays, and what your design team can
do to achieve color consistency.

Winner of 2017 AIMCAL Award and 2016 Luxe Pack in
Green Award, Godiva box wrap was metallized, coated
and laminated by Hazen Paper.

So, what is metamerism?

Going for Godiva gold.

the Macbeth light booth. It allows viewing of color

According to Hazen, "Color is dependent on the

Says Hazen, "We were working with a well-known

samples under cool white fluorescent, daylight and

light source. Under different light sources, such as

designer who asked us to provide press approval

horizon conditions. UV can be added to any light

in-store, outdoor and incandescent light, color will

on a box wrap of the iconic Godiva gold. We knew

source with the push of a button. And with the

appear to change. Technically, metamerism is the

that the packaging would be displayed in Godiva's

use of special bulbs, we can reproduce almost any

difference of the reflectance curves of two colors,

Park Avenue store window, so we went into our

light effect necessary for specialty color matching.

which look the same under one light source but

parking lot to examine the color. Under the glare of

Hazen also has several Datacolor spectrophotom-

look quite different under alternate light sources."

the mid-day sun, the variation was unmistakable.

eters to map spectral curves, quantify metamerism

What this means is that even small variations

It was as if the color inside and the one outside

present and match color to target color under

among colorants can make a big difference when

were entirely different. By adjusting colorants and

various light sources."

viewed under different kinds of light. Colors that

coating, we were able to achieve a spectral color

match under all light sources are known as spectral

match and the consistent, glowing luminosity that

matches, and are achieved by using the exact same

identifies the brand.

dyes and pigments. Even slight variations may

Expertise makes the difference - and the
match.
Despite the contributions of technology, controlling

result in metamerism to some degree. The objective

Harnessing technology for color control.

for metamerism still requires people who are expert

is to limit it.

"Think about it," adds Hazen, "your brand appears

in the field of color. That means understanding

in a variety of environments and channels. Plus,

the importance of proper colorant selection for

The chance of metamerism increases
with ever more complex packaging.

every type of paper takes ink differently, depending

the products you produce, as well as the lighting

on weight, surface and whether it's coated or un-

conditions under which your products will appear.

Being aware of the possibility of metamerism is

coated. Engraving and offset inks vary, and digital

Knowledge must extend from designer to the R&D

the first step toward coping with it. The next is to

printing has its own peculiarities. If you can control

lab all the way to the printing press. With the right

use tools that can help prevent surprises with your

the impact lighting has on your package, it stands a

mix of science and know-how, what your client sees

colors. Hazen tells us, "Our company has special-

better chance of maintaining its signature look."

on the color chip will match what consumers see.

ized in color matching for over 90 years; we employ

"To address the problem of metamerism,

a number of quality control measures to ensure

it's critical to manage colorant selection carefully.

To learn more,

brand consistency for our clients. This is more

We recommend using the same, or very similar,

visit www.hazen.com

important than ever, because of the added metallic

colorants in a given product color match. We also

coatings and pigments we use to texturize and

make sure we know the light sources we have to

make graphics pop."

match at the point of retail. We pretest colors using


http://www.hazen.com

Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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