This study is a continuation of a previous study on why most Brand Manuals fail when it comes to specifying Brand colours (Pedersen 2016). This present study seeks to examine the practical consequences of the previous study by conducting a spot check of 226 randomly chosen print products from 43 randomly chosen companies. These print products where printed on both paper, foil/film, nylon, polyester, metal, cotton and other substrates. The print products where produced in different print technologies, such as lithographic offset, flexographic print, screen print, gravure and digital print and they were produced both locally in Denmark and from print suppliers around the world. 66 % of the 226 print products where printed in CMYK while 34% where printed as spot colour (one colour Pantone). The 226 print products were measured directly on the printed image, where the logo or brand colour was located and colour differences (ΔE2000) were calculated in relation to the company's brand colour specifications. Only 13.7 % (31) of these 226 print products had a colour difference ≤ 3 ΔE2000 More than 50% of the 226 print products had a colour difference above 6 ΔE2000 and 19% (43) had a colour difference above 10 ΔE2000 Whether the relatively large colour differences are due to inappropriate colour specification in the Brand Manuals or if there is a general inattention in the printing companies is not to be said. However, it must be presumed that the international process standards in the ISO 12647 series haven’t played a significant role in the production of these 43 companies' 226 print products.

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