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Color Perception

The perception of color is influenced by a number of factors, with your brain as the strangest one. There is much more to it than pure physics…

Strategic Insights

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

07/07/2025
‘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

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

07/07/2025
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

28/06/2025
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 web embraces OKLch (OKLab),
when will print follow?
A better way to describe color

11/05/2025
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

04/05/2025
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)

04/05/2025
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

07/06/2025
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, […]
Strategic Insights

The truth about the Heinz ‘Label of Truth’

24/10/2024
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

07/07/2025
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, […]
Strategic Insights

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

21/10/2024
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)

14/11/2023
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)

07/07/2025
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…

29/05/2025
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 […]
Project BBCG logo
Best Practices

Project BBCG: a Better Brand Color Guide

16/04/2023
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

14/11/2023
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, […]

Posts pagination

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Most Popular Posts

  • Brand colors and printing in CMYK: better safe than sorry (19,041)
  • Reality check on digital advertising vs print: trust and influence are much lower with digital (11,864)
  • “That color was different on MY screen!” It’s complicated, but I’ll show you why (11,063)
  • The Google 41 shades of blue test, valued at 200 Million US$ revenue increase, is fundamentally flawed (9,966)
  • You can’t correctly remember an iconic color, not even Coca-Cola red (8,811)

Tags

Behavioral Economics Brand Colors Color Basics Color Perception Innovation Landa Project BBCG The Power of Print

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