RGB & CMYK: What's the Difference?

When it comes to design, there are many different color models available, most applications use either RGB or CMYK. It's highly important for a graphic designer to know the difference, and know when to use or not to use a color model. But if you're considering shelling out the money on design work, you should know the difference, too!

Why?

As a graphic designer and small run printer, I can't count the number of times a client or customer has asked me to print a file that was designed within the wrong color model or resolution. After explaining to the client what I can do to fix the problem, but also explaining why there is a problem - most are upset that they didn't receive the "right" file from their original designer in the first place or never knew there was a difference!

So what's RGB?

RGB stands for Red, Green, Blue and is an additive color model. What this means is that this color model is based on adding and mixing light - when you add Red, Green, and Blue light together, you create a pure white. You can see how adding pigments in RGB color models (to the left) affects the ultimate color result. As Red, Green, and Blue all come to white - it is understood that white is truly the combination of all colors and black is the absence of color.

RGB is primarily used for designing elements that will be displayed on a television set, a computer monitor, a mobile phone, or any other kind of light source. Obviously, it is a device dependent color model.

If you'd like to learn more about RGB color models, try giving this Wikipedia article a read.

And CMYK is?

CMYK stands for Cyan, Magenta, Yellow, Key (Black) and is a subtractive color model. A subtractive color model works exactly opposite from an additive color model (RGB,) it works by partially or entirely masking certain colors from white. So instead of adding light to achieve a color, CMYK is using ink to subtract brightness from white. Therefore, Cyan, Magenta, and Yellow combined is black - the absence of brightness.

So where does the Key (Black) come in? In traditional printing, Cyan, Magenta, and Yellow inks were layered to create images. Eventually, Key (Black) began being used to additionally subtract brightness in printing (producing deeper darker tones) and heavily reduces ink usage of the other tones.

CMYK is also a device dependent color model, but it is most frequently used to this day as the main color model used in printing. If you'd like to learn more, check out Wikipedia.

So what's the big deal?

Since both color models are device dependent, they will display differently depending on the medium in which they are presented.

For instance, an RGB color model is ideal for an electronic source - such as your computer's monitor, but due to the additive nature of the color model, printing is not ideal. With an additive color model, you are adding colors via light wavelengths and creating new colors by lightening the Red, Green, and Blue color model using more or less light - hence why an electronic source is best, you are using an abundance of light to communicate color.

While the CMYK color model is ideal for printing, since the subtractive nature of the color model is subtracting the brightness from white (paper) by adding pigment. Since your computer monitor is emitting light and therefore attempting to communicate color with the addition of light, CMYK color models are not appropriate.

Did I lose you yet?

The best way to illustrate the difference is with some show and tell. Above to the left is color swatches of Red, Green, and Blue followed by Cyan, Magenta, and Yellow. On the left side of the swatches, the color model represented is RGB while the swatches on the right have been converted to CMYK. Notice how the RGB colors are brighter, they're being communicated by a light source! If you print those colors in CMYK, they will look like the right side - subtracting brightness from white.

The bottom swatch is a completely random brown tone, if you enlarge the swatch, can you tell the difference?

I know that it's a lot to wrap your head around, but I find that showing exactly how a color can differ between RGB and CMYK usually makes the point clear - the RIGHT color model needs to be used. If you are considering having a designer create for you, or maybe you're going to be brave and DIY - know what you need!

Anything that will be displayed on a light source or electronic device should be designed from start to finish with a RGB color model.

Anything that could ever be used for print should be designed with a CMYK color model.

If you aren't sure of the application, request files in BOTH color models, just in case. Better safe, than sorry, right?

Improving Your Shop, One Question at a Time: Who am I Impressing?

Improving Your Shop, One Question at a Time is a SPD Blog Series that lays out some questions that could potentially help you reconfigure your business on Etsy for maximum success. Each blog post in the series will feature a number of questions that you can ask yourself about your own Etsy business that may help you consider your weaknesses and strengths, and improve your overall branding. These articles are strictly opinion, not fact, so take it with a grain of salt. :)

The First Impression
Everyone knows first impressions are crucial, we've all heard it. But how important are they really? Online, first impressions can foster trust, or completely destroy any chance of success. A good first impression is quintessential in the foundation of a relationship with potential customers. As the owner of a small business on Etsy, chances are you've shopped online for personal reasons or supplies for your business - a good first impression meant the difference between investigating, and possibly even buying or just navigating away, right? Your Etsy storefront is no different!

What's important on Etsy? How do you begin a relationship with a good first impression? What do I need to focus on to make this work? Okay, is your head spinning yet? Mine is.

So, let's ask ourselves some questions to clear up the fog...

Who is my target market?
This seems like a silly first question, doesn't it? You might not see a direct correlation now, but how you present yourself depends on your target market. Just in case, let's define "target market," which is a specific group of consumers at which you are aiming to sell your products to. For the sake of having an example to build from, we'll say we make cute little hair bows. Quite obviously, hair bows can appeal to a large market - but this example alone already tells us we have a specific group in mind.

For example, chances are males are no where to be found in our target market. And the style and size of our products implies use by children. So not only have we found our target market to be female, but also mothers. But you can narrow it down even further, let's run through a list of things to consider:

• Demographic - gender, age, income, occupation, location, etc.
• Psychographic - characteristics that indicate lifestyle preferences, purchasing habits, attitudes or personal values (environmentalists, music lovers, etc.)
• Behavioral - usage rate/frequency of use or loyalty
• Benefits - product benefits such as luxury, thriftiness, style, comfort, etc.

Demographically speaking, we've already established our target market includes mothers. Due to the style, price, quality, and overall aesthetic of our product, we can also conclude that we'd like to appeal to mothers with enough income to allow for small luxuries, in an ideal geographical location for wearing hair bows (i.e. Not Antartica.) Mothers who care about how cute their children look - our moms buy matching outfits and booties, ooo and aww at designer baby lines, and don't think throwing a onesie on a baby is stylish enough. Our hair bows are made with trendy designer fabrics - like Amy Butler, so chances are our target market's tastes are elegant, modern, and stylish.

So, now we have a pretty good idea, right? Awesome. Now let's see how this pertains to your Etsy storefront!

Am I greeting my target market?
Slipped that one right in there, didn't I? Yeah, I knew you were smarter than that! Your Etsy storefront is your first impression; in order to be successful at establishing a relationship with potential customers, you have to know who they are. So let's evaluate our first impression, both the basics and the more in depth questions now that we're considering our target market. Time to get down to business with this article's Questions to Ask Yourself, open up your Etsy storefront in another window/tab and try to ask yourself the following questions without bias:

Etsy Shop Title, Banner, and Avatar

• Do I utilize my Etsy Business' name in my shop title and banner?
• Do I utilize a tagline in my shop title and banner?
• Does my shop title include a description of my business or products in some way?
  
• Do my banner and avatar give my Etsy business an identity that is fitting?
  
• Do my banner and avatar appeal to my target market?
  
• Do my banner and avatar compliment my products?
• Do my banner and avatar look professional?
• Is my avatar recognizable?

Shop Announcement

• Do I greet my target market in my Shop Announcement and introduce them to my business and products?
  
• Am I fostering trust and a relationship from the get-go?
  
• Do I explain my business' purpose and products?
• Does my shop announcement contain any grammatical or spelling errors?
• Does my shop announcement appear professional?
• Is my shop announcement unnecessarily lengthy?
  

Listings

• Are my listing titles consistent?
• Can I determine what my product is in the first three words of my listing titles?
  
• Do my listing titles thoroughly but accurately describe my products?
• Do my listing titles capture interest?
• Do my listing titles contain any spelling errors?
• Do my listing titles include any misinformation or inappropriate words?
• Are my product photographs clear?
• Do my product photographcs capture interest?
• Do my product photographs accurately depict the item?
• Do my product photographs contain unnecessary background noise or space?
  
• Do my listings flow or look like they belong together?

Shop Sections

• Have I provided Sections to organize my shop and make it easier to browse?
• Do my sections accurately describe and categorize my products?
• Do my sections contain any spelling errors?
• Are my sections consistent?
• Are all of my products listed in at least one section?
  

Statistics and Information

• Do I provide information in my shop announcement that would be more appropriate for my profile or my shop policies?
• Have I provided my location, including country?
• Have I opted to accept Custom Item Requests?
  
• Have I provided the necessary information regarding Custom Item Requests in my Alchemy announcement?
  

Overall First Impression

• Do others know anything about my business within the first ten seconds of viewing my shop?
• From viewing only my Etsy storefront, what conclusions can I draw about my Etsy business? It's products? My personality? My skill level? Or level of professionalism?

That's a lot to think about all at once, isn't it? It's okay, take it one question at a time! If it helps, consider each section of questions, write out your thoughts and ideas for improving generated by the questions in that section, check out the suggested reading at the bottom of this article, and then work towards improving your shop one piece at a time. Rome wasn't built in a day, there's no reason to make this harder on yourself than it should be!

Suggested Reading
Nolo: Define a Target Market for Your Small Business
The Storque: Shop Makeover Series: What's in a Name?
The Storque: Shop Makeover Series: The Fine Print
The Storque: Seller How-to: Guiding Buyers with Shop Sections

Do you have other relevant links that might help? Share them in the comments!