The proposed thesis topic is to compare two methods of judging brand colors, paired comparison and memory color. Today's current practice for press approval in the graphic arts industry involves an individual using a sensitive comparison of a proof to a press sheet. The resulting piece is later viewed by a user who will have no knowledge of the original (a proof). The exception, however, is the memory of the "logo" or brand color that the user may have. The argument can be made that the additional cost of a press approval is justified by the possibility of accruing extra cost in the reprint of the piece if users do not find it acceptable. Determined in this study is the magnitude of the "memory" error in judging the printed color by comparing the "memory" error to the tolerance limits used by print buyers. The ratio of these two tolerances can be used to determine the waste in materials and time generated by the approval process. Unlike the other research done on related topics, we will create our own "logo" color patches using the current methods of reproduction in the graphic arts industry. The ""s are used to denote that we have chosen color centers that do not represent any retail/commercial brand. Brand colors tend to be very saturated and will not allow for experimental exploration of plus/minus tolerance variations in the "logo" color. Additionally, the experimental methods and viewing environment were designed to represent that of the graphic arts industry.
Library of Congress Subject Headings
Color printing; Color--Industrial applications; Color--Psychological aspects; Recognition (Psychology); Brand name products; Colorimetry
Print Media (MS)
Department, Program, or Center
School of Media Sciences (CIAS)
Santoro, Allison K., "Brand color tolerances: A Comparison of memory color vs. paired comparison color matching" (2004). Thesis. Rochester Institute of Technology. Accessed from
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