I’m on the way to a dental conference in Houston to speak about tooth whitening. So with a few hours to kill in Philadelphia airport I am taking the time to read Martin Lindstrom’s Buyology – http://www.amazon.com/Buyology-Truth-Lies-About-Why/dp/0385523882

He describes an experiment that he conducted where he invited 600 women into a room and presented each of them with a blue Tiffany’s box. Their heart rates were being measured and they went up by 20% when they received the box. The interesting thing is, the women never even saw the logo. Just seeing the colour – and the presumed association of that blue colour with the Tiffany brand – was sufficient to excite them. Indeed, the book describes a study by Seoul International Color Expo that showed that colour increases brand recognition by upto 80%. Interesting ….