Brand Colors Archives - Page 4 of 5

Strategic Insights

Are professionals better at judging color? (you might not like the answer…)

11/08/2019

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 […]

Strategic Insights

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

08/12/2019

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 […]

Strategic Insights

Brand colors IRL: the Kelloggs’ case (I)

27/07/2019

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 […]

Strategic Insights

New survey: the influence of color deviations, damaged packages on shopping behavior and brand loyalty

07/07/2025

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 […]

Strategic Insights

“Color increases brand recognition by 80%”: the real contents of the Loyola study revealed

07/07/2025

“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 […]

Best Practices

Brand colors IRL: the Red Cross case

27/07/2019

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. […]

Best Practices

Brand colors IRL: creating better brand guides, as research shows most are flawed

03/11/2022

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 […]

Best Practices

Your Color Guide and You: first results

28/08/2022

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’. […]

Best Practices

Brand color quality in print: the chain of tool tolerances

20/09/2023

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 […]

Best Practices

Your Pantone color guide and you: a new color research

27/07/2019

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 […]

Strategic Insights

Brand colors in real life: the Milka case

21/04/2022

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 […]

Strategic Insights

Groundbreaking color study: 2 out of 3 see differences between identical packages, dE 6 won’t influence buying

09/07/2022

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 […]

Strategic Insights

Real-life factors influencing color appearance in marketing

27/07/2019

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 […]

Best Practices

Real-life factors influencing color appearance in packaging

27/07/2019

The previous article about color memory started some discussion on LinkedIn, with a number of people strongly defending very tight tolerances. Packages should always look exactly the same, also with reorders, with e-commerce in mind. […]

Best Practices

You can’t correctly remember an iconic color, not even Coca-Cola red

04/07/2022

A few months ago, I published an article about color memory, including a short test. The test was to check whether you could remember an iconic color, Coca-Cola red, correctly. Although the number of respondents […]