Cheeps from Hunter-McMain

From Concept to Completion. Creative Advertising and Graphic Design Services.

The Color Makes the Difference

At Cheep Cheep Postcards and Cheep Cheep Websites we work with color everyday. Artists use three basic color standards. Two are for print and the other is for web and digital. We always provide the correct color type for the intended application but we wanted to share a little of that knowledge for you.

Print Color

Printers use the Pantone Matching System (PMS) for their ink standards and CMYK for offset printing. The Pantone Matching system (or PMS) colors specify over a thousand ink colors by number and is used in all commercial printing process. Pantone spot colors, each with a reference number, is used to specify definite colors. CMYK, also called process colors, stands for 4 color inks that when mixed together create all the colors of the spectrum possible. The 4 colors, Cyan, Magenta, Yellow and Black are used for producing print work. Pantone inks are usually used for 1-3 color printed projects or in addition to the 4-color process (CMYK). When we print your Cheep Cheep Postcards we use (CMYK), the 4-colors that make up ALL colors for the full color affect.


Digital and Web Color

Color on your computer monitor, scanner and digital camera is different than CMYK and PMS colors. Red, green and blue (RGB) light is used to display color on these mediums.  All websites and email marketing blasts use RGB colors to create the full spectrum of colors. Certain RGB colors that you can see on your monitor simply can’t be replicated with standard CMYK inks. But the shift in colors is not that noticeable except when using very bright colors.


Here at Cheep Cheep Postcards and Cheep Cheep Websites we are familiar with all color models and always provide the right file for the right application. When developing a new logo or branding identity it is best to define your call in all three color systems—RGB, CMYK and PMS. If you have any questions regarding the color or color systems, please give us a call. We are here to help!