The Catalog Doctor Marketing Remedies for Multichannel Pro
1. Don't trust monitor color. A monitor's color works on entirely different principles than ink-on-paper color. There's a complex translation process to get from a monitor's light-based color to paper's ink-based color.
2. Don't trust monitor color range. Computer monitors have a huge range of colors available, much bigger than a Web offset press actually can print. So there's a second translation process from a monitor's huge color gamut to a press' smaller one.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
