Home > Optima, Products, Technology > Color – It is EVERYTHING in Face to Face Marketing

Color – It is EVERYTHING in Face to Face Marketing


AuthorI am a chatty guy – no secret and no excuses – my brain never stops (ADD), my filter is low, and I tend to share my opinions at the drop of a dime. A very strong opinion of mine that is grounded in 20+ years in the visual / face to face / 1:1 advertising world is that COLOR is king. We, as industry professionals, our customers, and our customer’s customers all have the ability to recognize minor deviations in color or say “that’s not right”. Now, if a piece of extrusion is short, box frame out of square, wall slightly out of level, carpet a bit out of square… we can easily miss those things…but when Home Depot Orange is slightly askew – we are all on it.

With this in mind, something that I have seen in 20+ years association with Optima is focus on color – the punch of color, the wow, the pow, and the challenges of getting a UV or Dye-sub print to match an offset brochure, provided tennis shoe, and my favorite of all time – piece of legal pad yellow. I have talked many, many times about color and Optima has spent hours and hours and millions of dollars inventing and reinventing ways to satisfy the wild world of color expectations. On one hand color is just math – formulas within color spaces to mix “inks” that produce the right color. On the other hand, color is a wild hungry animal driven by the fact all our brains perceive color differently, the variables that impact color are exhausting, and back to point one – all our brains perceive color differently.

AuthorSo, I have just outlined nothing new – you have likely said all this yourself and explained it to your customers in some shape or form. Regardless, COLOR is king and expectations run high and within the digital age expectations have only grown. Good, bad or indifferent – is what it is.

Stepping off my soapbox, I am sincerely excited to roll out our newest Large Format Dye-sub print offering. I am thrilled to offer Super Select. Super Select is the newest weapon in our arsenal that gives you new opportunities to provide rich, vibrant, wowie zowie color. I have done a half dozen sneak previews including on my own sales team and the reaction is always the same – “wow – look at the color”. In the coming weeks, we will be coming to show you and provide you with samples that demonstrate our previous Large Format offering (Kaleidoscope Select – may it rest in peace) and the newest of the new – Super Select. I can’t wait for you to see it and I can’t wait to help you please that tough customer who always wants more punch in their graphics. Happy selling and long live the king – Color!

About the Author

Dave Brown is the Vice President of Sales at Optima™.
He has been in the Trade Show industry since the early 90s.

  1. Gary Camarato
    July 17, 2014 at 11:06 am

    “color is a wild hungry animal” ~ Dave Brown
    “Love is like a river” “Hate is like a swordfish” ~ Pablo Neruda

  2. July 20, 2014 at 1:06 pm

    Great insight. Thank you for sharing. Will this new Super Select fabric be used on V-Burst displays? If so, how should I spec it when placing orders?

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