If you are a brand owner, print buyer, or designer who cares about the quality of print products, you probably know very well what the press control station or a viewing booth looks like. You spend a lot of time there. But, here’s a genuine question: have you already looked closely at shops, where consumers decide to buy a product, or not? Under which conditions – including time constraints – are consumers making these buying decisions? And did you watch that space with the same rigor as when doing a press check? If you ask me, there’s a huge disconnect between the two.
Join me on an expedition to several supermarkets in my neighbourhood and see how shadows, shifted boxes, curved surfaces and different substrates influence color perception!
But rest assured: our mind compensates for these and the tiny color differences you might be able to detect when doing a press check, nobody will notice these while shopping… for multiple reasons. And if consumers would be able to notice: I still haven’t seen any proof that this would influence their buying behavior. It’s just a myth, invented by someone who was trying to sell color consulting by scaring brand owners that tiny color differences would negatively impact sales… Being out of stock, and promotions from other brands, that has a negative impact on sales, as shown in this study. But not tiny color differences between packages.
For a more in depth version of brand colors beyond the P1/P2 light booth, check out the article at insights4print.ceo!