“Color increases brand recognition by 80%”, it’s a quote that is often used in the printing industry, e.g. to demand super tight tolerances in print production. I went on a search to find the original study, to know what was tested and how. It was a long search. Eventually, I…
Color is important, that’s something everyone in the printing industry agrees on. But how good are we, as human beings, when dealing with color? In this article, I will discuss two studies. The first concluded that our color memory is biased, even when the reference color is still visible. And…
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…
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 results are intriguing: almost 1 out of 3 professionals (and 1 out of 4 in…
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:…
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…
Checking your (physical) mailbox and collecting, opening the mail pieces is packed with emotions, positive emotions. A recent study in France proves this, with the help of new technologies. And this emotion-packed experience is something brands and marketers should be aware of: it can benefit your marketing. CONTENTS: The setup…
Blockchain, it’s probably going to be the most used buzzword in boardrooms this year. According to Gartner’s Hype Cycle, it has just passed the ‘peak of inflated expectations’. And that’s what we see: everyone is talking about it, many are saying it’s going to dramatically change the way we do…
Last week I received an email regarding the Christmas card that we sent to our family and friends. And the question in that email is the perfect example why every business should consider hiring an external consultant to take a look at the company. CONTENTS: The mail | The picture…
A new year has begun. And every new year brings predictions like: “This year, we’ll definitely see the breakthrough of (fill in the buzzword)”, or “This will be the year of (fill in another hype)”. And although it’s interesting to look at future developments: don’t be blinded by them. Miracles…
With the rise of digital information, digital communication, our way of reading, our way of consuming information has changed. And screens are not a 100% exact substitute for paper: our brain sees them differently. Let’s take a look at some scientific, neurological studies from the past few years on both…
What is the function, ‘the job to be done’ of packaging? Just think about that for a moment and you will see that packaging has multiple functions. And these functions, these jobs can vary, even for the same product… And that might be an overlooked aspect when selling products online….
When looking at reports about where marketing is going, it’s very clear: mobile advertising is the rising star. But, let’s be honest, do you – as a consumer – like to get advertising on your smartphone? I recently asked this to a group of people and most were rather negative…
When looking at the latest developments in inkjet, it becomes clear that inkjet isn’t about jetting ink anymore. And it isn’t about small drops anymore. Inkjet is being used more and more to jet – or maybe better: deposit – all kinds of materials. And drop sizes are growing, significantly….
Printing on a flat sheet of paper is easy. Printing on a different kind of flat substrate might already require more attention, e.g. special inks might be necessary. But when you are moving into direct container printing, you are in a completely different world. A world that isn’t flat: it…
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