00:02Hello, everyone. Welcome back, for those of you who've been here before. I am thrilled to be with you.
00:08We are going to talk right now in another keynote about color, me, color, sorry, the art of emotional engagement
00:16through color, to be more precise.
00:18I don't know if you know, but we are actually much more influenced by color in our lives than we
00:23think, and it creates a deep emotional engagement.
00:27This is what we are going to see with Carola Sable. She's Head of Global Key Accounts at Penton. Please
00:33welcome on stage, Carola.
01:00So, good afternoon to the next minutes of a lot of emotions by color.
01:07So, can I me impress the art of emotional engagement through color, and what does it mean?
01:15Can you imagine to have a life without color? Think about there's a saying in a German language, and by
01:21the way, I am German, therefore I know this, is saying, in the nights all the cats are gray.
01:26And this is really something you should consider. When you're in your sleeping room tonight, switch off the lights, and
01:33then you don't see any color anymore.
01:35So, there is no emotion anymore by color. So, living without a color will be not only very, very boring
01:41for us, it will be even scary.
01:42And it will really minimize all our things to be memorized.
01:49Okay. Thank you.
01:54So, we switch to that. Okay. Good.
01:5880% of all our human experience are filtered through our eyes. And this is a very, very important message.
02:04I'll give you a small story. I was picked up by a colleague once at Heathrow Airport, and she was
02:09a new colleague.
02:10And she told me, I picked you up by car. I said, okay, this is nice. What kind of car
02:14do you have?
02:15And she said, I have a Toyota. I said, can you imagine Heathrow Airport, hundreds of cars coming around to
02:21see from far away Toyota?
02:22It's impossible. I said, which color have the car?
02:26She said, oh, it's a silver car. I said, thank you very much. It helps me more to figure out
02:30where I need to find you.
02:32So, this is exactly what we need to understand, that 80% really come through our eyes.
02:38And color is the key attribute for every product, for every logo, for every branding you're doing, which really speaks
02:45first to you.
02:48And color defines our world. Think about these fantastic things you see here in the background.
02:54This creates a mood, maybe to be on vacation somewhere.
02:58So, this is really super, super important for us as a human being to understand what the color means.
03:04And also think about what color means in your daily life.
03:09If you be next time in a parking garage, do you know what these guys are doing for you?
03:15They color their floors in different colors to make your life easier.
03:18Because it's much easier for you to remember, I was in the red floor, then I was in level P
03:23-2 or something like that.
03:25And by the way, color is the last thing which our memory gets lost.
03:30So, that means if you go to an elderly home and you find a lot of old people with dementia,
03:35for example,
03:37the things what they got lost is the memory for numbers, for names, for memories, but not for color.
03:43Therefore, a lot of elderly homes use that to give them another orientation.
03:47So, color really defines our world.
03:51But you need to understand very well the power and the meaning of color to build up your brand or
03:57your product success story.
03:58If you do a mistake here, it can totally go in the opposite way.
04:03Think about red.
04:05Red is supposed to be a powerful color, isn't it?
04:09We all think, yes, this gives us power and energy.
04:12And we have a positive feeling with red.
04:14But red can be totally the opposite.
04:17Think about blood.
04:18Blood is red.
04:19And blood is nothing which we consider to be something positive because it's normally you're injured or something like that.
04:25So, also, hate is also very often connected to red.
04:30Not only love is connected to red.
04:34So, red can have a lot of different meanings.
04:36And this is exactly where else people engage the Penton Color Institute people,
04:41which are all my creative team members who are really color gurus in the world.
04:46and they really understand all these sub-shades of color.
04:53And do you know the intention spam of a goldfish?
04:57You think this is a stupid question for this speech here?
05:01Does somebody know how long?
05:02Okay, how long?
05:04Can you make it with the fingers?
05:07Ah, three.
05:08Ah, no, no.
05:10Goldfish are better than you think.
05:11I give you an answer.
05:14It's nine seconds.
05:15So, goldfish has an...
05:16Okay.
05:17That's at least what I find out.
05:18Maybe you know more than me.
05:20But, okay.
05:23But, nevertheless, it was for me surprising that a goldfish has an attention spam, to be honest.
05:27And why do I tell you that?
05:29Because the thing is, we need to understand what is the attention spam of human beings being changed in the
05:35last two decades.
05:37Because human beings are probably, if you work, if you come to this conference, you have any professional job.
05:43If you're sitting here, you maybe have a job doing something with color.
05:46And you need to understand that color is an international language which will give an impact in seconds.
05:52Before a human being can start to read, they see a color and create some emotion behind that.
05:59So, the attention spam of human beings in the last two decades is declined from 12 seconds in 2000 to
06:087 seconds in 2022.
06:11This is due to the fact that we are all the time surrounded by tons of digital influences.
06:17Some people not only have a mobile phone, they have two mobile phones, they have an iPad, they have a
06:22computer, they have a laptop, and get information all the day long.
06:26So, this is really why we need to understand that color speaks first and how we can use this powerful
06:33tool of color to get our message across.
06:36And think back of the goldfish, at least the goldfish I know.
06:39And now, from the 9 seconds, it's a shame to see that a goldfish has a longer attention span than
06:44a human being.
06:48Emotions and colors.
06:49I'm sure everybody, at least the ladies here in the room, know Laboutin shoes.
06:55And do you know what?
06:56Laboutin shoes have not done anything more perfect than any other luxury shoe brand, beside of making the sole red.
07:03This was a smart, smart move to make with a color an iconic statement.
07:08By the way, of course, it's a Pantone color.
07:10But this is really something which makes them iconic through a color.
07:17And Prince, when Prince died, he was even more connected to this purple color.
07:23So, that means all the time, if I would ask you, give me an example from a singer who stands
07:30for purple, you would probably say already Prince.
07:32But after he died, he was even more connected.
07:35And we also have done a specific purple color for him to honor him.
07:39So, this is really his color.
07:41It's very emotional to see this color together with singers because it reminds us all the time to this famous
07:47singer.
07:49And 95% of all our decisions are made by our emotional side.
07:55It's not that we think about it first.
07:57And if you see the strawberries here, and I would ask you which one you would pick.
08:02Probably not the pink one and probably not the blue ones.
08:05And probably also not the green and the yellow one, of course.
08:08You would pick the red one.
08:10Because we are emotionally driven and, of course, learning and culturally driven that the red one is only the healthy
08:16one we should eat.
08:17But, so, this is really, again, just color which drives us to make this decision.
08:24And I have another question for you.
08:26In 87% of brand recognition, this is driven by color.
08:31What is this iconic company behind this color combination?
08:36Okay, I take you from the fish again.
08:39Yeah, thank you.
08:41Of course, this is not right.
08:43Now, I got you.
08:44It looks like Ikea.
08:47But, to be honest, it's an airplane museum.
08:50And I was exactly misleading like you have been.
08:53I was driving on the motorway myself from Stuttgart to Frankfurt.
08:56And I was irritated and think, since when has Ikea a big store here in the nowhere?
09:02And it was not Ikea.
09:03It was a smart move from an airplane museum who just took exactly the same color combination with a very
09:10similar type of building.
09:12And you get attention to this.
09:13And, of course, you think about, hey, maybe it's a good idea to go with my son next weekend to
09:17an airplane museum.
09:18I would never give them any attention if I was not really pulled in by this color combination.
09:24And do you know what?
09:25It's legal to do that.
09:27Because Ikea, for sure, has protected their color combination for furniture, home interior, something like that.
09:33But, of course, they cannot protect it for airplane museums.
09:37So, never mind, of course, Ikea is doing a perfect job in doing their color combination globally that everybody, wherever
09:44I pull up this photo, everybody knows it.
09:47I want to show you a video, which is very, very emotional about color.
09:52It's called The Unignorable Color.
09:55So, we were asked by Pantone to help a charity organization in Canada called United Way.
10:01And they want to get a specific color developed, which helps people who live outside of the society to be
10:09coming back into the society.
10:11So, let's have a look how we have done it.
10:15Each unique color conveys its own special.
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