Strategic Insights

After having seen how my color memory messed up with a package of Kellogg’s, I thought that it happened again when the cans of Coca-Cola seemed much lighter and a bit more yellowish than usual. […]

Are professionals better at judging color? Your immediate response will probably be: “Of course, they’re professionals!” It would seem no more than logical. But based on some tests, the answer might not be that straight […]

When I went shopping some time ago, I noticed that a box of Kellogg’s Special K Fruits looked very different to me. The red in the logo looked much lighter than usual. So – contrary […]

Kellogg’s is launching new packaging for several of its products. Well, at least in my country. With both old and new types of packaging next to each other on the shelves, it’s an interesting topic […]

The package of a product is important: it not only ships and protects products, it also conveys the identity of a brand. Brands are very proud of their unique brand image, they demand no less […]

The publication of the groundbreaking color study did generate some attention. Especially my plea for a more realistic, less fanatic approach to color tolerances in real life seemed provocative to some. I e.g. got a […]

You can find them in attics and basements: unknown treasures. At the campus of the AP university college in Antwerp, there is such a treasure. A groundbreaking study on the perception of color deviations. The […]

Right after I had published the article about real-life factors influencing color appearance in packaging, I opened my mailbox and found another very nice example. This one with a number of factors influencing color appearance […]