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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

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 […]

Project BBCG logo
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, […]

Strategic Insights

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 […]

Strategic Insights

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. […]

Strategic Insights

Recognizing brand logos: shape over color

19/01/2020

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 […]

Strategic Insights

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

08/12/2019

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 […]

Strategic Insights

Brand colors IRL: the Coca-Cola case

01/09/2019

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. […]

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)

28/07/2019

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)

31/05/2019

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

13/03/2019

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

CONFIRMED: our color memory is seriously flawed (and what this means for brand colors)

20/02/2019

Color is important, that’s something everyone in the printing industry agrees on. But how good are we, as human beings, when dealing with color? In this article, I will discuss two studies. The first concluded […]

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Recent tweets by @insights4print

January 26, 2023
@PrintChampion @EddyHagenVIGC Thanks for sharing Matthew!
But you used a very old twitter handle, the right one is @insights4print ;-)
January 20, 2023
@prepressstress You might want to send them the link to project BBCG, the tutorial will be very informative for them. :-)
https://t.co/gaiJlhB08t
January 18, 2023
@whattheythink And this eye-tracking reveals something interesting: the Total Fixation Duration, which is on average less than a second, for Coca-Cola even 0,1 sec! Which means its color is evaluated by a different part from our brain than during a press check. More: https://t.co/KLrQ5cDeyA

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