Research Visual Nudging
Welcome to ESOMAR Academy On-Demand
This exclusive on-demand training provides six hours of content, divided into three engaging sessions. Learn at your own pace while accessing downloadable resources, the trainer’s contact information, and earning a certificate upon completion. With registration, you’ll enjoy 12 months of unlimited access to the course.
Overview
Nobel Prize winner Kahneman has shown that 95% of the decisions we make are rather unconscious, and colour is the dominant factor in 85% of them. So when we as consumers judge a brand or product, colour plays a hugely important role in this. Working with the right colours and design semiotics is the easiest and fastest way to increase a company's results. However, in general colour is severely underestimated by the majority of businesses. By using the right colour combinations and hues in a brand logo, packaging, website or advertisement, you can generate much more impact and respond to consumer desire and expectations.
Programme Overview
In this course we are covering:
Using colour & semiotics to create a multisensory experience
Using colour & semiotics to generate sales impact in different contexts
Tips & tricks for using colour & semiotics in visual communication
The use of tools including patented iVisual predicted engine (Color Navigator system & design semiotics) and how the combination with consumer research helps to understand impact of visual communication
What will you learn?
After completing this training you should gain insight into how colour and design semiotics (shapes, fonts, tone of voices, graphic design) drives the entire visual identity of brands, products and services, determining consumer choices and unconscious preferences.
Who should attend?
Anyone in a company involved in visual communication and research & insights in the broad sense of the word : branding, packaging, retail experience, online and offline communication.
Lots of practical examples and very interactive. The instructors replied to every question asked.
Feedback from recent attendee
Trainer
Wim Hamaekers
Founder at One Inch WhaleWim Hamaekers is an expert in consumer and shopper behaviour and is passionate about how consumers and shoppers behave and make decisions. This led him to develop methods and approaches to better understand consumer behaviour with which he won 3 Esomar awards. Wim has more than 20 years of experience on the customer and agency side. He is also a guest lecturer at the Vrije Universiteit Brussel, De Artevelde Hogeschool and Vleick Ghent, and a a renowned keynote speaker at international conferences.
Karine Steculorum
Color Director at One Inch Whale, Partner at iVisualA true colour addict, Karine Steculorum has years of experience in the creative field where she has worked on international projects. She is Color Director at One Inch Whale and partner of the iVisual company based on "The Color Research Center", founded in 1995 by Ing. Luc Van Renterghem. Together with his research team, Van Renterghem studied how our brain interacts with colour. From this flowed the patented Color Navigator System, which is now considered an authority on colour and neuropsychology.
Her mission is to help companies understand and correctly apply the impact of colour in every aspect in communication, design process, products and services, user experience and innovation strategy. In doing so, she has developed a model that allows to solve 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.
One Inch Whale is an insights consultancy that aims to help people and brands be relevant and sustainable in an increasingly complex world. In doing so, they look for agile and cost-efficient solutions without losing the depth needed to make informed decisions. Given the importance of colour in our decisions, they recently acquired iVisual Services, specialised in Visual Nudging and color & sensory science.