1. The “Green” Evaluation of Hallmark’s Color Reproduction System Scot R. Fernandez Senior Creative Technology Specialist Creative Technologies

2. Hallmark Cards Corporate Headquarters - Located in Kansas City Hallmark has 18,000 full-time Employees world-wide, around 4,000 In Kansas City. In 2006, Hallmark reported consolidated net revenues of $4.1 billion.

3. Begins with Creativity… Hallmark's Creative Division is one of the largest in the country. It consists of around 800 artists, designers, stylists, writers, editors, and photographers. Hallmark’s Color Reproduction Challenge

4. Creative Division creates 20,000 new designs per year. Manufacturing executes over 100,000 different designs/year. Results in over 4 Billion printed cards annually. Hallmark’s Color Reproduction Challenge

5. - Enterprise-wide CMS - Device Independent Color - True RGB Workflow - Proprietary Color Separation - Wide-gamut Process Inks - Robust Process Control - Leadership, Technical Support - Compromise 2007 ISCC Annual Meeting Delivering the Vision for Desktop Color Reproduction Delivering the Vision for Desktop Color Reproduction Lab Profile Connection Space RGB to Lab Scanner Profile RGB to Lab Display Profile Lab to CMYK Press Profile Lab to CMYK Proof Profile RGB Reference Space Design Edits RGB to Lab Ref. Profile

6. Eliminating the need for Spot Colors

7. Color Reproduction Challenge CMYK Color Gamut Limitation CMYK is limited compared to common design color communication tools. Using spot colors to produce the product leadership desired by our Creative staff would be too costly.

8. Multi-Color, Process Inks Lithography Uncoated Example Hallmark was a pioneer in developing, wide- gamut, multi-process ink systems, and high- end color separations Over 45 years ago, Hallmark developed a proprietary 6 color ink set that included a fluorescent Pink, Light Cyan, and a stronger set of CMYK

9. Eliminating the need for Spot Colors

11. Pantone vs. 4C & 6C AM Color Gamuts

12. Creative Color Intent Creative Color Intent Production 4 Color Production 4 Color Color Gamut Comparison

13. Hmk 6 Color Reproduction Hmk 6 Color Reproduction Creative Color Intent Creative Color Intent Color Gamut Comparison

14. Competitor Color Competitor Color Hmk 6 Color Reproduction Hmk 6 Color Reproduction

15. Impact of Stochastic Screening

16. Stochastic expands gamut Absorbs light efficiently Wider color gamut Less color contamination from paper More consistent color during the run

17. Stochastic expands gamut

18. AM Gamut Volume Comparison FM Gamut Volume Comparison

19. HSB Editing/RGB Workflow Terminology & Tools

20. Color Reproduction Vision Repurpose our creative content, most efficiently, across our varying ink-on-paper product workflows, while maintaining Hallmark quality expectations.

21. Traditional Ink-On-Paper Production Workflow Capture Design Proof Color Corrections $$$ Print

22. Risk of Poor Color Coordination Traditional CMYK Workflow…

23. - Enterprise-wide CMS - Device Independent Color - True RGB Workflow - Proprietary Color Separation - Wide-gamut Process Inks - Robust Process Control - Leadership, Technical Support - Compromise RGB Workflow/HSB Editing Delivering the Vision for Desktop Color Reproduction Delivering the Vision for Desktop Color Reproduction Lab Profile Connection Space RGB to Lab Scanner Profile RGB to Lab Display Profile Lab to CMYK Press Profile Lab to CMYK Proof Profile RGB Reference Space Design Edits RGB to Lab Ref. Profile

24. General Requirements: - No CMYK color corrections - Design and edit in RGB space - Great Color Separations - Smooth transitions - Reach the ends of ink-space - Match original color intent - Approve final color at design time RGB Workflow/HSB Editing Push-Button-Color

25. Device Independent RGB Workflow Lab Profile Connection Space RGB to Lab Scanner Profile RGB to Lab Display Profile Lab to CMYK Press Profile Lab to CMYK Proof Profile RGB Reference Space Design Edits RGB to Lab Ref. Profile

26. Working or Reference RGB Space Theoretical Hallmark Working RGB Space

27. 2005-2007 Working RGB Space Adobe 98 Hallmark Working RGB Space Widest Ink-on-Paper Color Gamut

28. 2007 Working RGB Space for Monitor Proofing Hmk 07 Hallmark Working RGB Space Widest Ink-on-Paper Color Gamut

29. Designer Workflow Change HSB Editing Terminology & Tools

30. Color Separations 5-Color off-the-shelf software example RGB Source Image Best rated profile software - 5 Color Separation

31. Proprietary Color Separations 5-Color Hallmark separation example RGB Source Image Hallmark Internal Profile 5-Color Separation

32. Standard Color Language - HSB Hallmark HSB Color Charts

33. All Lettering and Vector Graphics selected as process independent RGB Colors

34. All Final Color Approvals completed via Monitor Proofing at Design-Time

35. RGB Workflow Proofing Evolution

36. Color Corrections & Proofs Cromalin® Color-Art 3.5 Digital press Inkjet 6 11 9 LCD 0 Early Days of Desktop Publishing

37. Color Corrections & Proofs Cromalin® Color-Art 3.5 Digital press Inkjet 6 11 9 LCD 0 4 hrs/Design X 20K Designs = $$$Millions @4 hrs color correction labor / Design RGB Workflow

38. Cost Per Proof (consumables & operator labor) Cromalin® Color-Art $65 Digital press Inkjet $50 $8 $2 LCD Free

39. Results

40. 100% RGB Workflow - creative content is efficiently repurposed to gravure, flexo, litho

41. Lots of Process Controls - Print to Numbers, Standard Inks, paper, Lab balanced gray

42. The Retailers and Customers Love it! …from concept to store shelf much faster…

43. Summary Supports Business Transformation: Simplifies Work Processes Increases Speed & Flexibility Reduces Cost Benefits For Enterprise Color Management: Reduced Color Approvals User friendly/consistent/quality Enables Designer control color Fewer steps in the workflow Less color expertise required Reduced Color Approvals User friendly/consistent/quality Enables Designer control color Fewer steps in the workflow Less color expertise required Enables 100% Digital Workflow Go direct from Design to print Eliminate color correction times Eliminate shipping cycle times Approve color anywhere Enables 100% Digital Workflow Go direct from Design to print Eliminate color correction times Eliminate shipping cycle times Approve color anywhere Reduced Consumables & Labor Cost Savings (consumables) > $ hundreds of thousands Cost Savings (labor) > $ several million Reduced Consumables & Labor Cost Savings (consumables) > $ hundreds of thousands Cost Savings (labor) > $ several million

44. Future Green Efforts Virtual Secondary Process Proofing

45. Typical communication tool for emboss.

49. The “Green” Evaluation of Hallmark’s Color Reproduction System Scot R. Fernandez Senior Creative Technology Specialist Creative Technologies