We admit, if given a choice, we'd choose full-color over two-color in most cases. As consumers, we're drawn to objects, documents, etc., with more color and flash. However, color and flash aren't always necessary--even recommended--when it comes to direct mail and direct marketing.
Although the cost of four-color process printing has decreased with the increase of technology, you shouldn't assume that all jobs should be printed in four colors. Two-color spot printing still has its place in marketing. Consider two-color printing when you find yourself or your project in one of the following situations:
• When you're printing logos and letterhead. Printing in two spot colors minimizes costs and creates a more standard brand color.
• When colors must be exact. Colors print truer when printed as a Pantone solid.
• When cost and quantity must be low. You'll not only save on ink expenses, but you'll also save on paper: four-color printing tends to require heavier stock.
• When you're going for a particular image. Two-color tends to look more business-like (on envelopes, for example) than four-color.
• When you use particular colors. Orange, for example, can look muddy when built in four colors. Talk to your printer if you have any questions or concerns.
• When you have tiny type or fine lines. Such delicate details can look jagged when printed as a four-color build.
• When you want to match large areas of tints between spreads. Spot colors tends to produce more consistent solids than process colors do.
For more tips on printing on two-color printing, see our blog from May 8, AMiable Solution #17: Using Colors with Care.
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