As part of a comprehensive effort to objectify the consulting profession,
Insign has developed its own tool to provide clients with an objective, data-driven approach to color usage.
The choice of color can often spark heated debates. While it should be based on objective criteria, it is frequently influenced by cognitive biases. Therefore, it becomes subjective and varies from person to person, complicating decision-making within companies. Recognizing this and aiming to assist brands in creating their visual identity for better performance, the operational consulting firm Insign initiated an innovative approach that led to the development of a proprietary, data-sourced tool: Colorama. Tested over several months with various Insign clients such as Cegid, R.A.S Intérim, and EpiSaveurs, Colorama has proven its worth in objectively supporting color choice. The tool is not intended to replace the expertise of Insign's professionals but to provide them with data to guide and justify their recommendations.
Color, a strategic opportunity for clients
Color helps to solidify a brand's territory and position itself in the market. More than just a tool, Colorama supports brands and companies in their strategies by helping them make informed decisions. It provides solutions based on objective and enlightened choices about their markets, putting an end to subjective debates. It allows them to explore options that might be far from their market and positioning, potentially enabling them to stand out through color in highly competitive and visually homogeneous environments.
Colorama, a tool with strong development potential
Currently effective in analyzing web interfaces, Insign aims to enhance its features in the future to gain a comprehensive view of a brand ecosystem (logo, social networks,...), produce data on specific sectors and issues, and eventually be able to establish performance measures. Thus, Colorama is a promising tool that aligns with Insign's objectification strategy, with the ambition of enhancing client performance.
“At a time when public attention is steadily declining, it is crucial to return to the basics of our profession, to equip ourselves for the best return on investment, and reduce the risk of failures. This encapsulates Insign's work in acquiring tools that guide our choices to achieve the magical trio: impact, memorability, differentiation, all through technology. Color is one of those subjects that requires a scientific perspective to limit our cognitive biases and guide our choices. Colorama also ensures genuine discipline in execution, maximizing brand impact and emergence in the context of advertising saturation. In this way, color assumes a strategic rather than artistic role in serving differentiation, impact (emergence), and memorability.”
Lionel Cuny, President of the Insign Group.
