Colour is an incredibly comlex field, and we know when colour's not right. Colour is a bit like magic. It's a trick played by your mind – and most people don't want to know how it works.

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The reality is that colour doesn't actually even exist; what we know as colour is just objects producing different sensations on the eye as a result of the way they reflect or emit light. Our brains convert this information to the subjective, adstract and emotive impressions we call colours.

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So colour science is also and incredibly complex field – but all we really care about is making sure colour is represented consistently and accurately wherever it appears. As a job passes through the design process from concept to delivery, it's vital to communicate coloiur – be it a brand, and image or a package – as effectively as possible at every stage.

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Inkbox has all the latest Colour Management Technology, and this does smooth the process, but a three million dollar machine still can't replace one employee with 20 years expertise. Part of the process is automated but most of the process is still hands-on with every job overseen through human eyes.

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Colour needs to be technically accurate but also emotionally correct.