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Summary:
Packaging plays an important role in the modern world. It helps to preserve, protect, dispense, communicate and sell a product. Printing and color are key components of the communication and selling functions. Printing can broadly be classified into two categories on the basis combination of inks being used - process and spot color printing. Process color printing involves use of combinations of process colors - Cyan, Magenta, Yellow and Black (CMYK). Expanded gamut printing is a special case of process printing where additional colors, typically orange, green and violet, are used to achieve a larger color gamut. Spot color printing uses specially formulated inks that are designed to achieve a particular color appearance on a given substrate. The brand colors as commonly printed as spot colors. Different brands use characteristic colors that the consumers can relate to their products and brand identity e.g. a coca cola red or a Pepsi blue. Color can be defined using colorimetric coordinates in a 3-Dimensional (3D) CIELAB space. The L* represents lightness or darkness, a* stands for redness or greenness and b* indicates the yellowness or blueness of a color. These colorimetric coordinates can also be represented in CIELCH space using L*C*ho values, where C* is the chromaticity and ho represents the hue angle of a color. The Studies have suggested a higher visual sensitivity towards hue as compared to saturation and lightness (Danilova & Mollon, 2016) (Durmus & Davis, 2019).