Brand colors IRL: the Red Cross case

At the end of the year, I receive lots of letters. From charities to be precise. And the one that stands out – from a color perspective – is the one from the Red Cross. Next to the envelope and letter, there is also a leaflet and a small agenda…



Your Color Guide and You: first results

In my previous article, I discussed the tolerances that the tools used in print quality control have. At least: in theory. To check this in practice, I launched a survey: ‘Your color guide and You’. The goal was to get an idea of how people use color guides in daily…


Brand color quality in print: the chain of tool tolerances

Color is probably the main quality criterium when dealing with print. And lower deviations are better, leading to some people demanding, defending a delta E 2000 of 2 for brand colors. But this raises a few questions, among which what the reference is and how reliable that reference is. And…


Your Pantone color guide and you: a new color research

Would you like to be part of an interesting, crowdsourced color research? Then I have a few questions for you. I would like to get a better understanding of the use of Pantone guides. With a dominant position, you can’t neglect these guides. But usage can differ: some only use…


Brand colors in real life: the Milka case

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 mail from somebody who is quite familiar with Milka, stating they would never tolerate a…



Real-life factors influencing color appearance in marketing

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 in marketing. It is so nice that I have to share it with you.  CONTENTS:…


Real-life factors influencing color appearance in packaging

The previous article about color memory started some discussion on LinkedIn, with a number of people strongly defending very tight tolerances. Packages should always look exactly the same, also with reorders, with e-commerce in mind. Let’s put it to test and do a few real-life checks of the visual appearance…


You can’t correctly remember an iconic color, not even Coca-Cola red

A few months ago, I published an article about color memory, including a short test. The test was to check whether you could remember an iconic color, Coca-Cola red, correctly. Although the number of respondents is still limited, my statement seems to be confirmed: you can’t correctly remember an iconic…


Sleep quality matters: time to wake up (with Dreem)

At first sight, it might look off topic for a business-oriented blog: testing a sleep analysis and sleep improvement device. But consider this: one out of three or four has sleeping problems. Which results in fatigue, concentration problems, errors. And that’s bad for business. And that’s the reason why every…