When a company's brand matures and color consistency matters, their commercial printer or graphic artist will recommend the Pantone Matching System (PMS). Any g

When a company's brand matures and color consistency matters, their commercial printer or graphic artist will recommend the Pantone Matching System (PMS). Any graphic artist that doesn't invest in a Pantone color fan/swatch-book will lose promising accounts. Also a good press operator will at times use the PMS to mix existing colors in their inventory to closely match the target color. Ideally you would use the exact ink, but this isn't always possible given the tight constraints of running a commercial print business.