Why Brand Colour Shifts on Paper

01

A screen is an emissive reference

A screen produces light. Paper reflects it through a surface with its own tone and texture. That basic difference is why a brand colour needs a print condition and an approved physical reference when the result matters.

Coated and uncoated stocks can make the same ink relationship appear more or less crisp. The right response is to define the priority, not to promise that every surface will look identical.

02

Build a useful approval moment

Review the proof under an agreed light, on the intended stock and with the finish represented. Keep a note of the approved reference and the production condition.