One colour prints are also called Monotone, this is when one colour is used wheather its one block colour or tints or halftones or this colour.
This dose look like that they have used both black and purple but the darker areas are just a darker tint of the purple and so have been able to creat a photographic image useing one colour, very clever and cheap.
Even Macdonalds are doing it! the lighter colour of the top of the bags could be lighter tins to the darker strip at the bottom of the bag, and as for the 'M' that is a clever use of stock to give another colour.
using one colour is a much cheaper way of printing a design but this dosnt look cheaply done at all, its using one white colout on top of a grey stock. this is most licky screen printed as most mechanical printers dont print white.
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