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Maintaining color consistency is crucial to a brand鈥檚 success. In fact, consumer confidence is often a direct result of brand color recognition. Think about it. What if the logos were dropped from those brown delivery trucks out on the road? You can bet passersby will still assume they鈥檙e UPS庐. And what if you gave someone special a small robins egg-hued box? Excitement is likely to be written all over her face鈥攅ven before she opens it to discover the Tiffany & Co庐 item inside.

In light of this strong connection between color and brand recognition, the color geniuses at Pantone庐 have unveiled a tool to ensure color consistency and preserve the importance of color awareness. is a cloud-based color service that stores critical color information of a specific brand鈥檚 palette. It鈥檚 a secure and efficient way to manage color across a variety of materials.

How does it work? Color libraries are uploaded, and then suppliers across the globe can access these unique color builds, along with information on specific substrates based on scientific and spectral data, as opposed to solely relying on visual interpretations and pricey press adjustments.

Companies such as Proctor & Gamble, with its stable of consumer brands like Gillette庐, Tide庐 and Pampers庐, have recently embraced this new technology with success. 鈥淧antoneLIVE is an excellent solution for simplifying how we access digital color palettes for design, proofing and print,鈥� said Phil Duncan, Global Design Officer at P&G. 鈥淲hen fully implemented, the productivity benefits will be significant.鈥� With brand color so directly linked to consumer comfort, we鈥檙e sure to see many other top brands take to the color cloud in the near future.

At Dana, we work with clients to make their color combinations work hard for their brand. For more information about how emerging color technology can help boost your brand power, contact jsmith@danacommunications.com.

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