Brand Colors

Since I launched the ‘iconic color memory test’ on this blog, over 4,5 years ago, 399 people have participated in the test. The main conclusion: there is no agreement on what the right Coca-Cola red, […]

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 […]