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.

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