Color Perception Archives - Page 3 of 3

Strategic Insights

New survey: the influence of color deviations, damaged packages on shopping behavior and brand loyalty

07/07/2025

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 […]

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

09/07/2022

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

21/04/2022

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

09/07/2022

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

27/07/2019

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

27/07/2019

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

04/07/2022

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!

27/07/2019

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

07/07/2025

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 […]

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

27/07/2019

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 […]