War Stories: Press Checks Across America

Bad color will hurt your SALES, because with modern catalog printing, an inaccurate page will almost always be an ugly page. Why? Because the four inks used in modern web printing are intrinsically ugly. Magenta isn’t red—it’s a dirty pink, too much of which turns everything pale pink. And cyan isn’t blue—it’s a nasty greenish-blue, too much of which turns everything muddy. The third ink color is yellow, too much of which makes people look jaundiced, food look rancid, and reds look orange. And the fourth color is black, too much of which turns the page gray, and too little of which makes the page weak. People won’t buy from ugly pages.