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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

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, […]

Strategic Insights

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, […]

Strategic Insights

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 […]

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 […]

Posts pagination

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Most Popular Posts

  • Brand colors and printing in CMYK: better safe than sorry (18,916)
  • Reality check on digital advertising vs print: trust and influence are much lower with digital (11,820)
  • “That color was different on MY screen!” It’s complicated, but I’ll show you why (10,917)
  • The Google 41 shades of blue test, valued at 200 Million US$ revenue increase, is fundamentally flawed (9,329)
  • You can’t correctly remember an iconic color, not even Coca-Cola red (8,616)

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