Visual nudging in marketing and communication
How does the right use of color in communication lead to greater impact?
Introduction
Discover how to "nudge" consumers toward desired behavior through the use of the right colors in your visual communication. Nobel Prize winner Daniel Kahneman has shown that 95% of our decisions are made unconsciously, with color being the determining factor in 85% of cases. Color thus plays a crucial role in the perception of brands and products.
With the right color choices, you can directly and effectively improve your company’s results. Unfortunately, the power of color is often underestimated. By strategically using colors in logos, packaging, communication, websites, and advertisements, you can generate much more impact and tap into the deep-seated desires and expectations of your target audience.
What will you learn?
- Understand the Power of Color: Discover how colors shape the entire visual identity of brands, products, and services, influencing consumer choices and unconscious preferences.
- Apply Visual Nudging Principles: Learn the scientific and biological foundations of color usage and how to apply them to make your communication more effective.
- Use the Color Navigator System: Get introduced to this patented system and learn how to create a multisensory experience that resonates with your target audience.
- Increase Your Sales Power: Discover how to leverage color to generate sales impact across various contexts, including branding, packaging, retail experience, and online and offline communication.
- Practical Tips & Tricks: Gain practical tools to effectively use colors in all your visual communication outputs.
For whom?
Anyone involved in visual communication within a company in the broadest sense: branding, packaging, retail experience, online and offline communication.
Language
The training will be given in English, and the slides will be in English.
Participants may respond in the language of their choice.
Speakers
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Sanne Van Grootel
Senior Strategy & Insights Lead at One Inch WaleSanne Van Grootel, PhD, is an expert in consumer behaviour and data analysis with a strong passion for DEI and gender roles in market research. With an academic background of six years of PhD research and five years of experience in the market research industry, she has worked with both international and local clients to generate deeper insights into how consumers make decisions.
As Senior Strategy & Insights Lead at One Inch Whale, Sanne helps companies translate consumer behaviour into concrete strategies that drive growth and relevance in a changing market. She develops and implements innovative research methods and continuously looks for ways to provide deep and impactful insights.
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Wim Hamaekers
Founder/Partner at OneInchWhaleWim Hamaekers is an expert in consumer and shopper behaviour and is passionate about how consumers and shoppers behave and make decisions. This led to the development of methods and approaches to better understand consumer behaviour, for which he won three Esomar awards. Wim has more than 20 years of experience on both the client and agency side. He is also a guest lecturer at the Vrije Universiteit Brussel, De Artevelde Hogeschool and Erasmus University in Rotterdam, and a sought-after keynote speaker at international conferences.
Wim Hamaekers and Jasper Scheir are the founders of One Inch Whale, an insights consultancy company that aims to help people and brands be relevant and sustainable in an increasingly complex world. They seek agile and cost-efficient solutions without losing the depth needed to make informed decisions. Given the importance of colour in our decisions, they recently set up a joint venture, Research & Visual Nudging, with Color Navigator.
Register
Sorry, the registration period is over.
Prices
- UBA member | brand member: Free. The participation fee is included in your company's annual membership contribution.
- UBA member | media member: Free. The participation fee is included in your company's annual membership contribution.
- UBA member | expertise member: € 215 (excl. VAT)
- Standard: € 430 (excl. VAT)
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