Decoding colour science in market research
Discover the importance of embracing AI in a rapidly evolving industry and the benefits of incorporating colour theory from the beginning of your product development process.
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In this episode of Talking Insights, we delve into colour science and its profound impact on consumer choices. Pascal Lefever, an expert in global strategy and insights, and Wim Hamaekers, co-founder of One Inch Wheel, a research consultancy company, discuss the pivotal role of colour in packaging and product development.
Key takeaways include the science behind colour psychology, sensory science, predictive eye tracking, and the integration of AI tools for actionable market research. Discover the importance of embracing AI in a rapidly evolving industry and the benefits of incorporating colour theory from the beginning of your product development process.
Key points of the podcast:
The significance of colour science in consumer decision-making.
Pascal and Wim introduce the concept of using colour to enhance packaging design and its impact on consumer behaviour.
The conversation highlights the role of AI-driven tools, such as predictive eye tracking, in market research.
The importance of embracing AI and data science in market research is emphasised.
Real-life examples from their work with ALPRO illustrate the practical application of colour science in packaging design.
Recommendations for market researchers and brands include integrating colour theory from the beginning, working collaboratively, and focusing on consumer-centric design.
The episode underscores how an understanding of colour science can lead to more effective packaging and better consumer engagement.
Iliya Hull
Senior Marketing and Community Coordinator at ESOMARIliya is the Senior Marketing and Community coordinator here at ESOMAR. An avid traveller, he enjoys exploring the nooks and crannies of different cultures and when all of that becomes too much, can be found getting lost in the mountains or wiping out in a wave.
Born in Russia, raised in England and now working in the Netherlands, Iliya uses his multicultural background to influence, inspire and inform his marketing role to help create a better connected global ESOMAR community.
