Today, P&G prints via specific analog P&G color. With the brand and SKU growth over the past years, the # of colors increased dramatically in the P&G supply chain, leading to significant complexities in co-ordination of color targets, time loss at printers and difficultly in managing color consistency across SKUs in a brand portfolio.
Additionally, shipping of physical print targets is suboptimal, both in terms of cost and in terms of actual quality of color guidance to all players in the supply chain (design firms, BVEs, ink manufacturers and printers).