10:00et warm skin tone
10:01and the other one is the bluish undertone
10:03the cold one and we are either or
10:06and then you have a lot of different shades
10:08of course so this is used
10:10by the beauty industry used by
10:12everybody who do prothesis
10:13or dolls or
10:15packaging for beauty things
10:18and of course you can also
10:20do everything with the
10:22skin tone if you want to change
10:24your emotional part of the
10:26skin tone with a pantone
10:28app. We have an app called
10:30Pantone Connect and I hope
10:32you meanwhile have heard about that
10:34we have launched it in October
10:36last year and this
10:38app helped you to bring for example
10:40all the colors back to Adobe
10:41so with Adobe there was
10:44a strong collaboration long year
10:46this has been for legal reasons
10:48have to be split a little
10:50bit now you have Pantone Connect
10:52and you can bring in all
10:54your Pantone data into
10:55Adobe again of course
10:57also the skin tone guide
10:59but you can do a lot more with this app
11:01so just figure out you will see it on our
11:03website what you can do more with it
11:08so
11:10let's have a question to you
11:11do you know the attention
11:14spam of a goldfish
11:16and because
11:17it's very noisy here I don't ask
11:20you directly
11:21I was surprised by the thing
11:23ah thank you okay
11:25you're really experienced
11:26okay good
11:28you said 8 seconds
11:30very good
11:31it's 9 but
11:32maybe you'll find something with 8
11:33but very very good
11:34I to be honest
11:35have had no clue
11:36what a goldfish is doing
11:37I even was not aware
11:39that I have an attention to something
11:40so but other question
11:43do you know how the average attention spam
11:46of a human being has been changed
11:48in the last 2 decades
11:50and remember the 9 seconds
11:52from the goldfish
11:54yes it's going down
11:55absolutely
11:57and this all goes back to colour now
11:59because if our attention spam
12:02is going down
12:03and of course it's going down
12:05because we are all overloaded
12:07with all the digital media
12:08we have
12:09some people have not only
12:10one mobile phone
12:11they have several mobiles
12:12and a computer
12:13and a laptop
12:14and an iPad
12:15and they're looking all parallel
12:16of course we are not
12:18have this long attention spam
12:19anymore like 20 years ago
12:21and therefore
12:22the only thing
12:23which speaks super fast
12:25is colour
12:28it declines
12:30our attention spam
12:31in the last 20 years
12:33from 12 seconds to 7
12:36do you remember the goldfish
12:38it was 9
12:39so we are worse than a goldfish
12:42this is really a pity
12:43and I think
12:44this is something
12:45where I'm not sure
12:45where it's going
12:46in the next years
12:47if it's declined further
12:49and therefore colour
12:50is really the key element here
12:52to speak with your audience
12:54think about
12:55the colour
12:56is the first thing
12:57we recognise
12:58in every attribute
12:59in every product
13:01and the last thing
13:02we remember
13:03if you go to a parking garage
13:05they normally colour
13:06their floors
13:07because it's so hard
13:09for us as a human being
13:10to remember
13:10I was in floor number 1 or 2
13:12but it's easy to remember
13:14I was in the red floor
13:15or in the blue floor
13:16the same with the metro in Paris
13:18they all have colours
13:20why do they have colours?
13:22because it's easy for me
13:23to know
13:23oh I have to go back
13:25to the airport
13:25with the green underground
13:26than to say
13:27it was number 4
13:29and also elderly homes
13:31the last thing
13:32what the human brain
13:33lost is colour
13:35you lost numbers
13:36you lost names
13:37but the last thing
13:39you really forget
13:39is colour
13:40so therefore
13:41elderly homes
13:42are colour
13:42their floors
13:43in different colours
13:44to give the people
13:45more orientation
13:48and 87%
13:50of all brand recognition
13:51is driven by colour
13:53if I would ask you
13:55who is the brand
13:56behind that
13:56I'm sure
13:57almost everybody
13:58knows it
13:59without me mentioning
14:00it's Tiffany's
14:01so Tiffany's
14:02has really done
14:03an iconic
14:04outstanding job
14:05to find a colour
14:07which is unique
14:09in their
14:10industry sector
14:12and they really
14:13do a hard job
14:14to control
14:15this colour
14:15I know this
14:17really very well
14:18that they do a hard job
14:19because Pantone
14:20is doing the colour
14:21standards for them
14:21and do you know what
14:23the problem
14:24in this specific colour
14:25is
14:25and if you're
14:26in the luxury segment
14:27the customer
14:29expects continuity
14:30they want to have
14:32stability in colour
14:33if the colour
14:34is off
14:35something looks
14:36much more cheaper
14:37than if you have
14:38really the same colour
14:39everywhere
14:39and the problem
14:41in Tiffany's
14:41is
14:42this is a
14:43greenish
14:44blue
14:44turquoise colour
14:46and do you know
14:47what happens
14:48if you put a white paper
14:49to the window
14:50to the light
14:51it got yellow
14:53and if you have
14:54blue and yellow
14:55together
14:55if you remember
14:57the times
14:57when you was
14:58maybe in the
14:58kindergarten
14:59painting
14:59blue and yellow
15:01will end up
15:02in green
15:02so if the paper
15:04got yellow
15:04the blue reacts
15:06then all the Tiffany
15:07colours goes to green
15:09which I don't like
15:10so therefore
15:11we do all the time
15:12a new reprint
15:13for them
15:13every year
15:14to stabilise
15:15their colours
15:18so
15:18and 85%
15:19of all our
15:20purchasing decisions
15:21are driven by colour
15:22and keep that in mind
15:24if you do anything
15:25in product management
15:26in design
15:27in marketing
15:29consumers are driven
15:30by colour
15:31you go into a store
15:32and if you don't
15:34like the colour
15:35you even not go
15:35into this corner
15:36where the colour
15:37is presented
15:39but how you can
15:40make sure
15:41that you get
15:41attention to your
15:42landing page
15:43and increase
15:44click-through rate
15:45at your
15:46Instagram post
15:47what can you do
15:48with colour
15:49to get this
15:50emotional part
15:51really get the
15:52fire on
15:54you should use
15:55of course
15:56colour
15:56to emotionalise
15:57to your campaign
15:58because remember
15:59the attention span
16:01is at 7 seconds
16:02in 7 seconds
16:03nobody of us
16:03can read
16:04but you can see colour
16:05and you can get
16:06an emotion
16:07behind colour
16:09one example
16:10which was very
16:11very emotional
16:11for Valentino
16:12as well as for us
16:13and you see
16:14this nice drinking
16:15bottle which is
16:16coming with me
16:17all the day
16:18today
16:19is what's the
16:20Valentino job
16:21we have done
16:21last year
16:23Valentino approached
16:24us with the
16:25chief design officer
16:26and said
16:27we want to do
16:28an iconic colour
16:29which is
16:30stand out
16:31from everything
16:32we have done
16:33ever
16:33and if you
16:34know the name
16:35Valentino
16:36it's a luxury
16:38company
16:38very long
16:39on the market
16:40you maybe
16:40bring them
16:41together
16:41with elegance
16:42and tradition
16:44but you would
16:45not expect
16:46they do
16:46this shocking
16:47pink
16:47and they have
16:48done exactly
16:49that
16:49we have
16:50developed
16:50together
16:50with them
16:51this shocking
16:52in a positive
16:54way
16:54pink colour
16:55it's called
16:56Pink PP
16:56because
16:57Pierpaolo Piccioli
16:58is the head
17:00of this
17:00design centre
17:02and he
17:03decided to
17:04even give
17:05his name
17:05to this
17:06pink
17:06and this
17:07was launched
17:07in March
17:08last year
17:09and do you
17:09know
17:10we posted
17:10on our
17:11Instagram
17:11channel
17:12we got
17:13easy
17:13more than
17:144 million
17:14people
17:15reach out
17:16to have
17:16a look
17:17to this
17:17colour
17:18and since
17:18March
17:19last year
17:20if you
17:21google
17:21colours
17:22pink
17:23was the
17:23most
17:23searched
17:24colour
17:24so
17:25you see
17:26how you
17:26can really
17:27influence
17:28a market
17:28by doing
17:29something
17:29iconic
17:31and the
17:32last
17:32project
17:33I want
17:33to show
17:34you
17:34was
17:34something
17:35totally
17:35different
17:35it's
17:36from the
17:36touristic
17:37era
17:38touristic
17:39regions
17:40also have
17:41the need
17:41to make
17:42marketing
17:42because
17:42they want
17:43to get
17:43more tourists
17:44coming to
17:44them
17:45and this
17:45is a
17:45holiday
17:46region
17:46Switzerland
17:47called
17:47Ticino
17:48it's
17:48in the
17:48south
17:49of
17:49Switzerland
17:49almost
17:50in
17:50Italy
17:50and
17:51they
17:52are
17:52more
17:53the
17:53luxury
17:53segment
17:54let's
17:54say
17:54that
17:54and they
17:55ask us
17:56can you
17:56help us
17:57to give
17:58our
17:58hotspots
17:59a colour
18:00and an
18:00emotional
18:01message
18:01behind that
18:02colour
18:02so we
18:03have done
18:04this for
18:04about
18:0415
18:05different
18:05spots
18:06one was
18:07this nice
18:07brisago
18:08blue
18:08from the
18:09lake
18:10what you
18:10can see
18:11behind me
18:11and we
18:12have recently
18:13done a
18:13webinar
18:14with
18:14Ticino
18:15marketing
18:16team
18:16and they
18:17give us
18:17really
18:18impressive
18:18numbers
18:19they
18:20generate
18:21with
18:21these
18:21activities
18:2221%
18:25more
18:25time
18:26on their
18:27landing
18:28page
18:29they
18:29get
18:2910%
18:31more
18:31click
18:31through
18:32rate
18:32on
18:32Instagram
18:33and
18:33Facebook
18:33and the
18:34most
18:35important
18:35thing
18:35is
18:36they
18:36got
18:3616%
18:37more
18:38bookings
18:38so at
18:39the
18:39end
18:40they
18:40got
18:413
18:41million
18:41more
18:42overnight
18:42guest
18:43spending
18:43in
18:43this
18:44holiday
18:44region
18:44by
18:45doing
18:45this
18:46very
18:46emotional
18:47campaign
18:48of course
18:48this
18:49campaign
18:49was
18:50played
18:50in the
18:51digital
18:51world
18:51on
18:52social
18:52media
18:52but
18:53at
18:53the
18:53end
18:54the
18:54tourists
18:54can
18:55go
18:55there
18:55and
18:56see
18:56yes
18:56this
18:57is
18:57the
18:57blue
18:57of
18:57this
18:58lake
18:58so it
18:59brings
18:59together
19:00the
19:00emotion
19:00of the
19:00real
19:01world
19:01and the
19:02digital
19:02world
19:03so thanks
19:04a lot
19:05for coming
19:05to me
19:06today
19:06and listening
19:07to me
19:07it was
19:07my pleasure
19:08and if
19:09you like
19:09to reach
19:09out to
19:10me
19:10you'll
19:10find me
19:10on
19:10LinkedIn
19:11thank
19:11you
19:14thank you
19:15thank you
19:15very much
19:16actually I
19:16have a
19:17question
19:17for you
19:18if I may
19:19you have
19:19a question
19:20for me
19:20yes
19:23I was
19:24curious
19:26it might
19:27be a
19:27difficult
19:28question
19:28to answer
19:28but what's
19:29the best
19:29color
19:29the best
19:31color
19:31for what
19:32you know
19:33no the
19:34thing is
19:34I was
19:35once at a
19:35conference
19:36and they
19:36told me
19:36give me
19:37five
19:37learnings
19:38and one
19:39of the
19:39first
19:39learning is
19:40there is
19:41no best
19:41color
19:41you need
19:42to understand
19:42for whom
19:44which
19:44territory
19:45target
19:45group
19:46whatever
19:47and then
19:47which
19:48material
19:48and then
19:49I can
19:49give you
19:49the best
19:50color
19:51black
19:52isn't
19:52the best
19:52color
19:53black
19:53is also
19:54black
19:54is a
19:55very
19:55complicated
19:55color
19:56but if
19:56it's
19:56the best
19:57I don't
19:57know
19:57maybe
19:58for you
19:58maybe
19:59for some
19:59others
20:00not
20:00so this
20:01is very
20:01subjective
20:02it is
20:03indeed
20:03and that's
20:04a very
20:05beautiful
20:05pink
20:05I must
20:05say
20:06I was
20:06admiring
20:06that
20:06earlier
20:07so thank
20:08you very
20:08much
20:08Karela
20:09from
20:10Pantone
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