Usually when a marketing piece such as a brochure or flyer goes to print, four inks are used – cyan, magenta, yellow and black – also know as CMYK. Why it’s not called CMYB is explained here. (I like the second, less plausible story more). Cyan and Magenta, on their own, are great colors. They can stand alone with black or grey and feel solid. Yellow, on the other hand, is a little too light to use on it’s own. But to really make a printed piece stand out – and I mean, way out – switching out one or two of the inks for a fluorescent or hexachrome variation of the same color can do the trick.
It’s impossible to display on your monitor but the results are outstanding. Two recent pieces come to mind.
For our Open House Flyer below, we used a fluorescent orange and a fluorescent yellow ink with no magenta at all for the buttons behind the letters. Whether or not you can completely forgo the use of magenta will depend upon the piece.
The second piece that comes to mind – of which I do not have a sample of – came across my desk from a paper company. It was a photo of a beautiful woman’s face with bright lipstick on her lips. The lips were so bright because the magenta ink had been switched out with a fluorescent magenta ink. Simple. Effective.
The possibilities are endless. It just takes a clever designer with some knowledge of how printing works.