Brand Colors Archives - insights4print.ceo

Strategic Insights

Our mind not only plays tricks on us,
it even invents reality…

You probably thought what a silly question that is in the header image. “That’s Coca-Cola, obviously!” But check again, read the letters on that can out loud, very carefully, one by one… Did you notice? […]

Strategic Insights

Beyond the P1/P2 light booth:
What color actually looks like on the shelf

If you work in printing, or if you are a brand owner, print buyer, or designer who cares about the quality of print products, you probably know very well what the press control station or […]

Strategic Insights

Why are print buyers holding single-use print jobs to a higher standard than the reference they use?

Serious question: why are print buyers holding disposable FMCG packaging to a higher standard than their reference: their copy of the Pantone color guide? Why would consumers – who are not color savvy, typically looking […]

Strategic Insights

Can I trust this Oreo?
(a print bubble story about framing, priming and no one caring enough to comment)

Last week, I used LinkedIn for another experiment, seeking the wisdom of the crowd. And as it can happen, it went quite differently from what I intended, even though the setup seemed quite simple to […]

Strategic Insights

It’s proven: color differences can confuse consumers!
Well… if the colors are some 50 dE00 apart…

If you are a regular reader of my blog or my LinkedIn posts, you’ll probably know I have been questioning the claim that color differences confuse consumers and negatively impact sales. And guess what: I […]

Strategic Insights

Print quality ain’t what it used to be…
(spoiler alert: it’s much better!)

From time to time, I read these remarks on LinkedIn: print quality isn’t what it used to be, and people start complaining. And every time, a smile appears on my face: “Really???” So, let’s do […]

Strategic Insights

Tolerances in brand color reproduction:
one size – fits all?
Why printing needs expectation management

When talking about tolerances for the reproduction of brand colors in print, you often hear just one number. Whether it’s 2, 3, or 4 dE00, it’s just one number. And we have to ask ourselves: […]

Strategic Insights

Probabilities and priors
How a maths theorem defines brand and product recognition

While on vacation, I finished reading the book ‘Everything Is Predictable – How Bayes’ Remarkable Theorem Explains the World’ by Tom Chivers. And yes, you may question my choices of books, but I have to […]

Strategic Insights

We need a new metric:
the smallest actionable difference (SAD)
JND and JAD don’t cover consumer behavior in shops

‘JND’, the ‘just-noticeable (color) difference’, is a core concept in color science. Next to that one, there is also ‘JAD’: the ‘just-acceptable (color) difference’. But these are not sufficient, if you ask me. That’s why […]

Strategic Insights

A lawsuit printers should keep track of: Mondelez vs Aldi

Over the past few weeks, several of my LinkedIn contacts have published posts about the Mondelez vs. Aldi lawsuit. In case you missed it, Mondelez has accused Aldi of deliberately using packaging that is very […]

Strategic Insights

The biggest print quality experiment ever?
And nothing happened???

Do you remember my article from last fall about the redesign of the Oreo logo, which featured a 10+ dE00 difference between the old and new versions? Both being used jointly on the shelves? Ah! […]

Strategic Insights

The wisdom of the crowd has spoken, again!
Confirming first test: myth busted

Did I already mention that I love LinkedIn? Not just to keep in touch with people I know, but also to find and share interesting information. Plus, it’s also an excellent place for me to […]

Strategic Insights

The Impact of Color on Brand Recognition:
Re-evaluating the 80% Claim
A guest post, by Google Gemini Deep Research AI

Insights4print.ceo is my personal blog. But for once, I had to accept a guest article… Earlier this week, I read a newspaper article about the ‘deep research’ options that several AI tools now offer. And […]

Strategic Insights

And no one called it a brand’s worst nightmare…
(11 dE00 between adjacent packages)

I love LinkedIn. It’s a place to keep in contact with old friends and meet new friends. It’s a place where much technological, business, and scientific information is shared. And it’s a great place to […]

Strategic Insights

Is inline print quality control: a blessing?
Or is it a curse…

When I first posted the measurements from my previous post on LinkedIn, I pointed out the fact that brand colors are only measured in the control strip. Which doesn’t give any guarantee that the rest […]