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…
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 […]
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 […]
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 […]
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 […]
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 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 […]
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 […]
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. […]
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 […]
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 […]
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. […]
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 […]
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 […]
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 […]
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 […]
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