Brand-Accurate Colour in Wide Format Printing: Pantone Matching, Proofing, and Why Prints Look Different on Different Materials

If your brand colour matters, wide format can be both amazing and frustrating. Amazing because modern wide format printing can produce bold, clean, high-impact colour at any size. Frustrating because the same “blue” can look different on a wall mural, a window graphic, and a rigid sign, even when the artwork is identical.

This blog explains how to get predictable, brand-accurate colour in large and wide format printing, what “Pantone matching” actually means in the real world, and the steps that make colour consistent across multiple locations.

Why colour looks different in wide format printing

There are four main reasons colour shifts happen in wide format, even with the same file.

Different materials absorb and reflect ink differently. Matte wall film scatters light and can soften colour. Gloss vinyl reflects light and makes colours look more saturated. Fabric diffuses colour and can look softer. Rigid boards can look different again depending on coating and brightness.

Different printers, inks, and settings produce slightly different results. Even within the same shop, switching between devices, ink sets, or print profiles can change output.

Screen colour is not print colour. Your monitor is backlit and displays RGB. Printing is reflective and usually produced in CMYK and device-specific colour spaces.

Lighting changes everything. A graphic under warm indoor lighting can look different than the same graphic under daylight or bright retail LEDs. Colour perception is heavily influenced by the environment.

If you take one thing away, it is this: you do not “print a file.” You print a file on a specific material, using a specific profile, viewed under specific lighting.

Pantone matching: what it means and what to expect

Pantone is a standardized reference system, but wide format is not the same as offset printing with spot inks. Many wide format jobs simulate Pantone using CMYK plus additional inks where available, along with calibrated profiles.

What you should expect:

If the material and print process support it, you can get very close to a Pantone reference for many colours.

Some Pantones are outside the printable gamut for certain materials or ink sets. Bright neon-like greens, oranges, and some blues can be the hardest.

The same Pantone match can look different across materials because the material changes how light interacts with the ink.

The practical approach is to define what “match” means for your project, choose the right substrate and finish, and confirm with a proof when colour accuracy is critical.

The biggest lever for colour consistency is standardizing materials

If you want consistent brand colour across a rollout, choose one primary material and finish for each application type and stick to it.

Example: one wall film and laminate for all wall graphics, one window film for all glazing, one rigid substrate for all signs.

When teams mix materials across locations, the colour will drift. It is not always obvious until everything is installed side by side.

RGB vs CMYK: how to set up files for fewer surprises

Most design files are created in RGB because screens look great and colours pop. The issue is that printing often cannot reproduce some RGB colours exactly.

Best practice:

Use brand-approved CMYK values when available.

If the brand standard is Pantone, include Pantone references in the artwork notes.

Avoid building critical brand colours using transparency stacks and effects that can shift during export.

Export print-ready PDFs using professional settings, and do not rely on screenshots or compressed JPGs for final production.

If you are unsure, ask your printer what file setup they prefer for your specific job type. The goal is consistency, not theoretical perfection.

Proofing options and when you should use them

If the colour matters, proofing is cheaper than reprinting.

Common proof approaches:

Small physical swatch proof on the actual material. This is the best option when you need confidence in the final appearance.

Reduced-size hard proof. Useful for verifying general appearance, but not perfect for final colour at scale.

On-screen PDF proof. Good for layout and spelling, not reliable for colour.

When to proof:

Any time you have a brand colour that needs to look the same across multiple items.

Any time you are producing a multi-location rollout where consistency matters.

Any time the job is high visibility, like retail storefronts, lobbies, events, or trade shows.

How to get brand-accurate colour faster: what to provide your print partner

The fastest way to nail colour is to give your printer clear targets.

Send:

Your brand guidelines with Pantone, CMYK, RGB, and HEX values.

A reference to what the colour should match, such as “Pantone 295 C” or a physical sample if you have one.

Where the graphic will live, including indoor vs outdoor and lighting type if known.

The material you want, or ask for a recommendation and then lock it in once approved.

A note stating whether this is a one-off or part of a national rollout.

If you have multiple stakeholders, decide who has final approval on colour before proofing starts. That alone saves days.

A simple plan for multi-location rollouts

If you are printing for many sites and want every location to look the same, follow this workflow:

Choose standardized materials and finishes by application.

Approve colour once on those materials using a physical proof.

Lock the print profile and production approach for the duration of the rollout.

Use a consistent packaging and labeling process so installs do not get mixed.

Keep one approved master file and do not let individual locations “adjust” artwork without coordination.

This is where an installer network matters too. Even a perfect print can look wrong if installed with stretch, misalignment, or inconsistent seam treatment.

Common questions about colour in wide format

Why does my logo look different on a wall than on a banner?

Because the materials reflect light differently. Matte wall film will often look less saturated than a glossy banner surface.

Can you match my brand colour exactly?

In many cases you can get very close, but “exact” depends on the colour, the material, and the print process. Proofing on the final substrate is the safest route.

Should I choose matte or gloss?

Matte reduces glare and fingerprints and is popular for interiors. Gloss increases vibrancy but can reflect light and show surface imperfections more.

Do I need to convert my file to CMYK?

Not always, but you should provide brand colour references and avoid relying on screen appearance as the final truth. If brand accuracy is critical, use a proof.

Need brand-accurate colour across Canada?

If you are planning a custom wide format project or a multi-location rollout, we can recommend the right materials, confirm Pantone targets with proofing, and maintain consistency from print to install. Send your brand guide, the intended use, and where it will be installed, and we will help you avoid the most common colour surprises.