It seems that only recently companies are carrying out what is known as split testing or A/B testing. Put two designs of a web site out and see which does best. Recently one company did just that. They had one web site with a green call-to-action button (as shown above) and another with a yellow call-to-action button. Changing the call-to-action button from green to yellow resulted in a 187.4% increase in conversions to their website. Is there some effect that yellow light could have compared to green? For example, could yellow light make users more impulsive?
According to Erika Dickstein it may be nothing to do with yellow at all but simply to do with the contrast – the yellow stands out better and therefore is more noticeable. Certainly more research is needed in this area.
This is the colour that has been chosen for the new UK cigarette packs in order to make them as unappealing as possible. It is Pantone 448 C, also called “opaque couché, and has R=57, G = 50, B = 32 and was first used in Australia for the same purpose in 2012.
Don’t all rush to use it at once.
The future of lighting is LEDs and that means more colour. There are many advantages of LED lighting over tungsten or even fluorescent lights not least of which is the opportunity for more colour. I have noticed all of the new buildings on the campus at the University of Leeds are equipped with coloured lighting. The Laidlaw library – and even the new car park – is illuminated at night in an eerie purple glow.
The Syska SmartLight plugs into a standard socket but then can be controlled using the “Syska Rainbow LED” app for your Android or iOS phone or tablet.
I want one. But I am not sure they are on sale in the UK. More details here.
I came across an interesting blog by Tom Wolley – a freelance illustrator based in West Yorkshire who specialises in illustrated maps and hand lettering – who developed an illustrated colour may of Leeds (which happens to be where I live). What is particularly interesting is that Tom describes his process somewhat. It is well worth looking at and I think his final design (shown above) is rather nice. The yellows and blues are derived from the classical colours of Leeds and Yorkshire although somewhat more muted.
It makes me think. Are certain colours associated with places? Or even with districts? A recent paper by Willem Coetzee and Norbert Haydam at CAUTH 2016 (The Changing Landscape of Tourism and Hospitality: The Impact of Emerging Markets and Emerging Destinations) looked at this. Their paper was called – Colour association test as a target market analysis technique at an emerging destination – an exploratory study. They used colour association as a market analysis technique to measure tourism demand in a small town. The results indicated that different segments of the market had different associations of colour for the same destination.
Whenever I am travelling to a conference and standing in a line at an airport it seems to me that everyone has either a burgundy passport like me or a red one if the are from USA. It turns out that most passports really are the same colour as this great infographic shows. Well, one of only about four colours so it seems. It’s interesting the way they are grouped; I wonder why Africa tends to use green or black. For the full story see. here.
Recently both coca-cola and pepsi have introduced interesting green packaging. To see what Chris Arnold, author of Ethical Marketing & The New Consumer, thinks about this click here.
According to Jon Feagain colour affects brand development in five ways:
It helps boost perception
It attracts attention
It can help to emphasise or conceal information
It can help you appeal to the right audience
It can can help the audience digest information better
I think all of these things are true. However, to make the right decisions a good understanding of colour semiotics is critical in my opinion. Achieving that is easier said than done.
Many of you will have seen the Scribble Pen which uses a colour sensor to detect colours. The sensor is embedded at the end of the pen opposite the nib. The pen then mixes the required coloured ink (cyan, magenta, yellow, white and black) for drawing, using small refillable ink cartridges that fit inside its body. The device can hold 100,000 unique colours in its internal memory and can reproduce over 16 million unique colours.
But wait. Don’t think that means you will be able to use the pen to write in 16 million different colours. You won’t. A typical phone screen can display about 16 million unique combinations of RGB (red, green and blue). But many of the RGB combinations are indistinguishable. Open up powerpoint and make two squares. Set the RGB values of one to [10 220 10] and of the other to [10 220 11]. I would be amazed if you could really tell the difference between them. And anyone who has read much of my blog will know that I believe that if two colours look the same then they are the same. So the pen might be able to create 16 million combinations of cyan, magenta, yellow, white, and black – but that doesn’t mean 16 million different colours.
The second problem is that just because your pen can grab a colour (using its sensor) doesn’t mean it can create it. There are lots of colours out there in the world that are outside the colour gamut of an ink-based system (even one using five primaries – cyan, magenta, yellow, white and black).
Read more: http://www.dailymail.co.uk/sciencetech/article-2647129/Forget-crayons-Multicolour-pen-lets-pick-colour-draw-16-million-shades.html#ixzz35gJ0racJ
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I don’t just blog about flags and taxis – it just seems like it sometimes.
But today I came across a news story in the Express and Star (a newspaper in the Wolverhampton area of the UK) about a review of rules permitting taxi drivers in Dudley to use only white-coloured cars. The taxi association says that white cars are more expensive because of the popularity of the colour – with some even forced to respray their vehicles to comply with the rule. The single-colour scheme was introduced in 1996.
Just put taxi in the search box (at the bottom of the page) to see my other posts about taxi colour controversies. Or don’t, if you have a life to live.
I blog about anything related to colour and I am interested in all sorts of aspects of colour whether they be based in arts and design, cultural studies, evolution, chemistry, physics, biology or technology. But a couple of themes keep cropping up and I end up posting about them at regular intervals. So, in 2012 I posted about the historical development of the UK flag – the union jack. And then earlier this year I posted about an article on the BBC about the possible redesign on the union jack is Scotland votes to leave the United Kingdom in the forthcoming referendum there. Some of the designs that were being put forward were really horrible. Perhaps I am too attached to the union jack. A few days ago I came across another BBC story which included 25 readers’ designs for the union jack should Scotland leave. . I must say I much prefer the readers’ designs rather than those previously proposed by experts – the BBC reliably informs me that such experts are known as vexillologists. I like this flag (by David and Gwyneth Parker) – where the blue of Scotland has simply been swapped for the green of Wales, thus preserving the traditional look. (If you wonder why the green of Wales is not in the current flag see my earlier post.)
And I also like the following design (by Matthew Welch), where England and Wales are represented in the top left and bottom right corners respectively and the diagonal stripe represents Northern Ireland of course.
You probably have to be from the UK to understand this humorous design (by Al Main).
You can see all 25 readers’ designs at the BBC here.
If you are interested in vexillology (is that a word?) you may like to read another BBC story about a potential new flag for Norther Ireland. And finally, I was interested that the CIA apparently has a flag database that it makes available to the public.