A brand looks different on its website, printed brochures and shop signs. How do you bring colour consistency back?
What the interviewer wants to hear
- Audit where and how colours differ
- Define approved values per medium: Pantone C/U, CMYK, RGB, HEX
- Use colour management: calibrated screens, ICC profiles, proofs
- Brief vendors with physical swatches and tolerances
- Update guidelines and approve samples on each material
Model answer
First I collect real samples of the brand from the website, print, signage and merchandise, and compare them side by side under standard lighting to see where and how far they differ. Usually the cause is that only one colour value was ever defined, and each vendor converted it differently. So I define approved values for each medium: Pantone coated and uncoated, CMYK for process printing, RGB and HEX for screens, all chosen to match visually rather than converted automatically. I make sure our own files use correct ICC profiles and calibrated monitors, and I request proofs for important jobs. Vendors receive physical swatches and acceptable tolerances, and I approve samples on each material, like vinyl or fabric. Finally I update the guidelines so the system lasts beyond this fix.
Can you answer it under time pressure?
Take a timed medium round and get scored on every answer.
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