- Do speak in plain English. Don't use acronyms, technospeak, hype, or marketing babble.

- Do show enthusiasm and passion (if you don't believe it, who will?) but don't go over top. (That's why used-car salesmen are forced to sell used cars.)

- Do practice, practice, practice. It should roll off your tongue naturally and consistently. No ums or uhs.

- Do make sure everyone in company has same story. Don't forget receptionist. You don't want to be in a position where members of your own team have contradictory descriptions of your company.

- Do adjust for your audience. Customers are more interested in what problem you are solving for them than how you plan to make money. Save those details for potential investors.

- Do close with a call to action. Get a business card, schedule a follow-up call, set up a presentation, something.

- Do write it down. This will have a million uses--from boilerplate in your press releases to online directory listings--to get your company description in world consistently. Do shorter versions as well--all way down to about three sentences. This will be vital for your pitch deck.

Spot color presents 2 difficulties, though. Color accuracy due to separated imageset output but resolved by Pantone library. It is a printed palette with some 1,000 that are based on a precise combination of inks. Next difficulty may be developed once you get adventurous and start adding overlapping colors. The main solution for this is to set output to include registration marks.

3.Process Color – is really answer to how all continuous photographs and solid colors in magazines and brochures that surround us were created. It is combination of halftone and spot color effects. Apparent colors are produced through blending, rather than creating each color by blending inks, it is again done by taking advantage of human eye’s limitation. Colored dots too small for eye to distinguish are placed next to each other which makes them seem like a combined color. This combination of 3 inks, cyan, magenta and yellow produces full range of color in printed materials we always see. 100% combination of this 3 inks makes black.

The dots were slightly offset and not placed directly on top of each other. To achieve this, inks’ halftone screens were set at an angle to each other. Actually, trick is that by blending 256 levels of each of three coloured inks as halftone dots, theoretical maximum of 16.8 million colours (256 x 256 x 256) is achieved. It has become a simple solution that has worked well beautifully and elegantly.

However, it also proves that a full color print is actually an optical illusion – of blending and built on halftoning. You might think it a case of magic trick of eye, but even as it is explained quite simply, it is still puzzling enough that you might even get wrong solution if you tried.

Of course many other factors contribute to whole colored output – quality of paper to be used is considered a great deal in all three concepts of color printing. Another factor to be considered in full color printing is assistive technology you are using and how innovative it could be. There you are, a few revelations on commercial color printing…isn’t it quite an illusion, really? -30-

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Kay Zetkin discovered the pleasure of writing through her daily journals as a teen-ager. Writing in it helped sort out her thoughts, relieve her feelings and record what she observes of the world.