I’m disappointed, frustrated. A few weeks ago, I ordered two large format prints (100 cm wide) of images from my photobook on the lockdown in Antwerp. Both had – of course – a large number of vibrant deep blues, plus a touch of red. When I received the prints, the…
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You may have read my previous article, on XCMYK and the business case: my ‘corona photobook’. Since the publication of that article, a lot has happened. And it’s an interesting story, and sometimes a sad one. But in the end: I got my book printed, in the quality I wanted!…
XCMYK is a rather simple method to produce an ‘expanded’ gamut with your standard printing inks on your standard, four-color printing press. You only need FM-screening, or another non-traditional screening, and a higher ink density. Although it seems an exciting technology, I recently found that it’s tough to find a printer using it. Which is a shame: there is definitely a business case for this.
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. Making it relevant for packaging printing. CONTENTS: Selective attention, change blindness | Selective attention and…
Twenty-twenty is an exciting year for the printing industry: it’s a drupa-year. With a renewed interest in print as a communication medium – something I’ve been advocating for many years – and the introduction of the latest and greatest new technology, it could become a make or break for many…
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 this. As well as many (in)famous rebranding efforts, by well known companies. CONTENTS: A Small…
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 when comparing those, you can see that the Kellogg’s red brand color has had very…
In a previous post, I already covered the fact that not all black is designed equal. ‘Black’ can be composed in different ways when going to print. And this is becoming very relevant when designing food packaging. A brand of breakfast cereals I recently discovered shows you why. In a…
Where does innovation start? You can find all kinds of complicate theories on that, but it is simple: innovation starts with observation.
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. So, I thought I had another nice example of how my color memory failed. Until…
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 forward… And I guess not everybody will like what I’m going to show you in…
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 to what the average consumer would do according to some people – I would certainly…
These are my favorite statistics: the financial ratios derived from the annual accounts that companies are required to file. The most recent figures were published earlier this week, time for an update. And this time, it’s a bit of a mixed bag. CONTENTS: Net operating margin printing industry | All…
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 for a new episode of ‘brand colors in real life’. And the redesign is also…
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 than perfect packages on the shelves in the supermarket. But how do consumers look at…