Print Is Making a Comeback. Three Things to Know Before You Dive In.

Print is back, and brands are starting to ask the right questions about how to step into it without getting burned.This week’s Field Notes covers three things every digital-first brand needs to know before ordering their first print run: why color will not match your screen and what to do about it, why Pantone is no longer the industry standard (and the strange Adobe falling-out that caused it), and why physical timing requires a completely different mindset than digital.If you are about to dive into brochures, apparel, or branded objects for the first time, this one is for you. Get full access to Brand Shepherd at brandshepherd.substack.com/subscribe