Color Perception

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, […]

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 publication of the groundbreaking color study did generate some attention. Especially my plea for a more realistic, less fanatic approach to color tolerances in real life seemed provocative to some. I e.g. got a […]