Color
Since the invention of halftone color printing in the 1890s, printers have used color to
enhance the presentation of their work. Today, as in yesteryear, printing in color comes at a premium. The introduction of other colored inks will make any printing run more complex, and in newspaper advertising, there is only are a limited number of pages that can accept that amount of ink.

Categories of color printing.
There are three main categories of color printing; One color, Spot Color and Full Color. A brief explanation of the three is given below.

One Color The majority of the paper is printed in one color of ink, being black. Printing in one color is the most economical advertising option, although smaller ads may risk getting lost among other one-color ads.	Spot Color Spot color is the practice of printing in two colors of ink, one of them always being black. The other colored ink acts as an accent to help draw attention to the ad. Spot color advertising is often a way to inject color without the expense of full color advertising. Spot color ads must be at least nine column inches in size.	Full Color Full color is the practice of printing in four colors of ink, (cyan, magenta, yellow and black) enabling a full spectrum of colors to be reproduced. While the cost to advertise in full color is often high, it assures the highest amount of visibility. Full color ads must be at least twelve column inches in size.