Discover how you can nudge consumers towards desired behaviour by using the right colours in your visual communication. Nobel Prize winner Daniel Kahneman has shown that 95% of our decisions are made subconsciously, with colour being the determining factor in 85% of cases. Colour therefore plays a crucial role in the perception of brands and products.
With the right colour choices, you can directly and effectively improve your company's results. Unfortunately, the power of colour is often underestimated. By using colours strategically in logos, packaging, communication, websites and advertisements, you can generate much more impact and respond to the deep-rooted desires and expectations of your target group.
What will you learn?
Understanding the power of colour: discover how colours drive the entire visual identity of brands, products and services and influence consumers' choices and subconscious preferences.
Applying visual nudging principles: learn the scientific and biological foundations of colour use and how you can apply them to make your communication more effective.
Using the Colour Navigator system: get to know this patented system and how you can use it to create a multisensory experience that resonates with your target audience.
Increasing your sales power: learn how to use colour to generate sales impact in various contexts, such as branding, packaging, retail experience and online and offline communication.
Practical tips & tricks: get practical tools to use colour effectively in all your visual communications.
For whom?
Anyone involved in visual communication in the broadest sense of the word within a company: branding, packaging, retail experience, online and offline communication.
Language
The training will be given in English and the slides of the presentation will be in English as well. Participants may respond in the language of their choice.
Speakers
Karine Steculorum
Visual impact director at OneInchWhale
Karine Steculorum is a true colour addict and has years of experience in the creative field, where she has worked on international projects. She is a partner in the company Color Navigator, which is based on “The Colour Research Centre”, founded in 1995 by Eng. Luc Van Renterghem. Together with his research team, Van Renterghem investigated how our brains process colour. This led to the patented Color Navigator System, which is now considered an authority in the field of colour and neuropsychology.
Her mission is to help companies understand the impact of colour in every aspect and apply it correctly in communication, design processes, products and services, user experience and innovation strategy. To this end, she has developed a model that solves the well-known “paradox of choice” by correctly applying and categorising colour. Karine is a guest lecturer at the University of Antwerp, Hawk University Germany, Thomas Moore and Hasselt University.
Wim Hamaekers
Founder/Partner at OneInchWhale
Wim 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
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UBA member: Free. The participation fee is included in your company's annual membership contribution.
Standard: € 430 (excl. VAT).
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