The perception of color is influenced by a number of factors, with your brain as the strangest one. There is much more to it than pure physics…
It’s probably – or even better: certainly – not intentional, but Oreo is running the most extensive real-life study on print quality. Why, you might ask. Well: they changed their logo, including the logo color, […]
The ‘Label of Truth’ from Heinz and Pantone is going around on LinkedIn again. With raving reviews. Everybody loves it! Genius! Except that it’s seriously flawed and, therefore, a big fail. Pantone should have known […]
While walking through the aisles in a supermarket recently, I noticed these nice Bahlsen packages, four different types of products/designs nicely aligned in a row. And I wondered how close the Bahlsen blue would be, […]
In the past few weeks, I’ve seen several ‘color games’ on LinkedIn. Although they are intended as a game, as fun, you might want to take a serious look at these. And dear printers, you […]
Earlier this year, I published an article with studies showing how long consumers interact with a package while shopping. On average, the ‘Total Fixation Duration’ was less than a second. Coca-Cola cans? One-tenth of a […]
The best book I’ve ever read, which I recommend to everybody, is ‘Thinking, Fast and Slow’. A book on behavioral economics, by professor and Nobel prize winner Daniel Kahneman. And contrary to what you might […]
The world isn’t flat! I know, it may sound silly, but bear with me for a minute, and you will see it might not be that silly… The complete quality process in the printing industry […]
Brand color guides are flawed, ambiguous, and incomplete; studies have shown that. But what are we going to do about that? Well, here is the answer: Project BBCG, a Better Brand Color Guide. With the […]
Since I launched the ‘iconic color memory test’ on this blog, over 4,5 years ago, 399 people have participated in the test. The main conclusion: there is no agreement on what the right Coca-Cola red, […]
The recent Color 22 conference had an interesting speaker: dr. Terry Wu, about neuromarketing. My LinkedIn feed was full of it! And neuromarketing is an exciting topic. E.g. emotions can influence our perceptions. Knowing you […]
It is embarrassing, very embarrassing, especially for me… But I’m going to tell you anyway. I have to. Because it clearly shows what I’ve been telling for a long time: our color memory, our color […]
Did you ever hear about the concepts of ‘selective attention’ and ‘change blindness’? These are something weird, fascinating, intriguing. And above all: very real. And it probably influences how consumers behave in a shopping environment. […]
What is the decisive element that makes you recognize a brand? Many in the printing industry will say color. But I would like to differ: it’s shape, over color. A small test I did shows […]
Kellogg’s red has had my attention for almost two decades. I have used examples of Special K boxes in seminars for a very long time. But I have also made pictures during that period and […]
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. […]
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