Brand colors are extremely important for companies. They represent the companies identity. Faithful reproduction is mandatory. However, there is more to it than most people are aware off…
The company logo, the brand colors, it’s an important choice for every company. Global companies spend massive amounts of money on picking the ‘right’ color. However, there is a rather fundamental issue with choosing a […]
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. […]
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 […]
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 […]
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 […]
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 […]
“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 […]
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. […]
In case you wondered: I’m not the only one with a special interest for brand colors in real life. Recently I came across two research papers by Michael Abildgaard Pedersen from the Danish School of […]
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’. […]
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 […]
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 […]
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