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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

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 […]

Strategic Insights

Brand colors in real life: the Milka case

28/09/2018

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 […]

Strategic Insights

Groundbreaking color study: 2 out of 3 see differences between identical packages, dE 6 won’t influence buying

28/05/2018

You can find them in attics and basements: unknown treasures. At the campus of the AP university college in Antwerp, there is such a treasure. A groundbreaking study on the perception of color deviations. The […]

Strategic Insights

Real-life factors influencing color appearance in marketing

24/05/2018

Right after I had published the article about real-life factors influencing color appearance in packaging, I opened my mailbox and found another very nice example. This one with a number of factors influencing color appearance […]

Best Practices

Real-life factors influencing color appearance in packaging

22/05/2018

The previous article about color memory started some discussion on LinkedIn, with a number of people strongly defending very tight tolerances. Packages should always look exactly the same, also with reorders, with e-commerce in mind. […]

Best Practices

You can’t correctly remember an iconic color, not even Coca-Cola red

18/04/2018

A few months ago, I published an article about color memory, including a short test. The test was to check whether you could remember an iconic color, Coca-Cola red, correctly. Although the number of respondents […]

Best Practices

How good is your color memory? Let’s do a short test!

07/11/2017

Iconic brands come with an iconic brand color. A color we will never forget. Well, that’s the intention of the designer, of the company. But how good is your color memory? Can you accurately recall […]

Best Practices

The uncertainty principle of visual color evaluations

02/08/2017

Last week John Seymour (aka ‘John The Math Guy’) published a very technical, but very good article on color differences and more precisely on 1,0 delta E and a ‘just noticeable difference’. An important topic […]

Strategic Insights

Can you name this color? And can you remember it correctly?

15/11/2016

When you are designing a brand logo, you want to create a logo that can easily be remembered. When judging print, you want everything within tight tolerances, to preserve that unique brand color. But our […]

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