Color Perception Archives - insights4print.ceo

The web embraces OKLch (OKLab),
when will print follow?
A better way to describe color

10/05/2025

Science evolves, based on experiences, experiments, and new insights. And that includes color science. Although the use of CIELab color description is fundamental to current color specification and reproduction, CIELab is ‘icky’, as John – […]

Strategic Insights

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

29/03/2025

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)

12/01/2025

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

The biggest print quality experiment ever?
Brand Colors IRL: the Oreo case

19/10/2024

It’s probably – or even better: certainly – not intentional, but Oreo is running the most extensive real-life study on print quality. Why, you might ask. Well: they changed their logo, including the logo color, […]

The truth about the Heinz ‘Label of Truth’

04/10/2024

The ‘Label of Truth’ from Heinz and Pantone is going around on LinkedIn again. With raving reviews. Everybody loves it! Genius! Except that it’s seriously flawed and, therefore, a big fail. Pantone should have known […]

Strategic Insights

The wisdom of the crowd has spoken!
The 2dE00 myth busted

21/09/2024

While walking through the aisles in a supermarket recently, I noticed these nice Bahlsen packages, four different types of products/designs nicely aligned in a row. And I wondered how close the Bahlsen blue would be, […]

Color games you should take seriously
Maybe even integrate into your print operations

31/08/2024

In the past few weeks, I’ve seen several ‘color games’ on LinkedIn. Although they are intended as a game, as fun, you might want to take a serious look at these. And dear printers, you […]

Best Practices

How long should a visual press check take?
(a few seconds vs. as long as it takes)

17/06/2023

Earlier this year, I published an article with studies showing how long consumers interact with a package while shopping. On average, the ‘Total Fixation Duration’ was less than a second. Coca-Cola cans? One-tenth of a […]

Strategic Insights

How our brain perceives, evaluates color: system 1 vs. system 2 (dual process theory)

13/01/2023

The best book I’ve ever read, which I recommend to everybody, is ‘Thinking, Fast and Slow’. A book on behavioral economics, by professor and Nobel prize winner Daniel Kahneman. And contrary to what you might […]

Strategic Insights

The real world isn’t flat! And how this influences color…

07/01/2023

The world isn’t flat! I know, it may sound silly, but bear with me for a minute, and you will see it might not be that silly… The complete quality process in the printing industry […]

Best Practices

Project BBCG: a Better Brand Color Guide

03/11/2022

Brand color guides are flawed, ambiguous, and incomplete; studies have shown that. But what are we going to do about that? Well, here is the answer: Project BBCG, a Better Brand Color Guide. With the […]

Strategic Insights

399 iconic color memory tests:
some interesting conclusions

03/07/2022

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, […]

The Google 41 shades of blue test, valued at 200 Million US$ revenue increase, is fundamentally flawed

01/02/2022

The recent Color 22 conference had an interesting speaker: dr. Terry Wu, about neuromarketing. My LinkedIn feed was full of it! And neuromarketing is an exciting topic. E.g. emotions can influence our perceptions. Knowing you […]

My color memory IRL (it’s embarrassing…)

28/01/2022

It is embarrassing, very embarrassing, especially for me… But I’m going to tell you anyway. I have to. Because it clearly shows what I’ve been telling for a long time: our color memory, our color […]

Strategic Insights

Selective attention and how it might affect packaging printing

16/02/2020

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. […]