Strategic Insights

Selective attention and how it might affect packaging printing

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…

Read More

drupa 2020: what you will see in Düsseldorf

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…


Recognizing brand logos: shape over color

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…


Brand colors IRL: The Kellogg’s Case (III)

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…



Brand colors IRL: the Coca-Cola case

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…



Brand colors IRL: The Kellogg’s Case (II)

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…


Printing Industry Profitability: update

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…


Brand colors IRL: the Kelloggs’ case (I)

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…





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…