CMYK or Hex Value?

[kacielarson]

I'm in the process of prepping some files for merchandising purposes i.e. mugs, hats, stickers, etc. I've always been a bit confused when it comes to CMYK and printing values and typically I am more comfortable prepping files for web. Anyway, I'm using the company's brand color guide and noticed I get two very different results in Illustrator when using the HEX code and the CMYK values. I want to make sure I export these at the correct color since they will be printed and I'm not sure what to do since these colors are so different. I've attached an example. Additionally, when I use a HEX > CMYK converter, I get the same values as I see in the brand color guide. Help, I'm so confused! Not sure how to properly export these at.

Thank you!

[Ton Frederiks]

These online converters do no use color management as Adobe apps do.

They use a simple formula to calculate CMYK values that has nothing to do with how real inks on paper behave.

If the HEX values are what the color should look like, I would go for the conversion that Illustrator gives

But first find out what kind of printing process/press will be used and what CMYK color profile matches that process.

[Ton Frederiks]

You may want to have a look at these pages for a start:

https://helpx.adobe.com/acrobat/using/keeping-colors-consistent.html

https://helpx.adobe.com/illustrator/using/color.html

[chrisg11235813]

Use the CMYK values the client has provided, if they aren't concerned enough to give you a PANTONE swatch colour, the CMYK value is the best you can do.  If they are willing to pay for colour proofs,  I would suggest doing that. Do several swatches at once so the client can choose the closest colour. Use the CMYK values they have given you as a starting point.  The print provider might/should be able to help you make a variety of swatches for the client.