“There are many products that are well designed, but don’t get the traction they deserve because the color’s not right.”
In an increasingly digitally connected world, research has shown that the average human attention span has fallen to eight seconds- one second less than that of the goldfish. With such a competitive landscape, only the best brands can convey their message and connect with people almost instantaneously.
Color In Sight brings together 11 experts of industry, gathered around one powerful, little detail: color. We explore how top brands—ranging from Nike and Pantone to OPI and Herman Miller—think about and use color in the most effective and compelling way. By hearing their own experiences, the goal is to bring about an appreciation for the detail of color selection and how it can have a large impact on the perception of products and services enjoyed by many.
Adam Brumberg | Deputy Director, Cornell Food and Brand Lab
Ann Stone | Lecturer, Sauder School of Business, University of British Columbia
Dave Schenone | Equipment Innovation Director, Nike
Dr. Donald McPherson | Co-Founder, EnChroma
Frank Kozik | Creative Director, Kidrobot
Dr. Karen B. Schloss | Assistant Professor, Brown University
Lana Sutherland | CEO, Tealeaves
Laura Guido-Clark | Founder, Laura Guido Clark Design
Laurie Pressman | Vice-President, Pantone Color Institute
Shaun Hergatt | Owner & Executive Chef, Two-Star Michelin, Juni, NYC
Suzi Weiss-Fischmann | Co-Founder, OPI
Created by TEALEAVES in-house creative team
Directed, Shot and Edited by: Kevin Cho
Produced by: Carolyn Khoo
Camera Ops: Trevor Komori, Kevin Cho, Anastasia Walker
Music by: Musicbed
Music Composition: Bedtracks
B-roll: Artist Inka Mathew of Tiny PMS Match, Artist Ethan Zachery Scott of EZwithETHAN, Artist David Schwen of Pantone Pairings, Artists Federica Caserio and Giovanni Manzini of Moji Itten, Artist Hedvig Astrom of Pantone Smoothies
Shot on: Canon 6d, Panasonic GH4 and iPhone 6
In luxury, it’s the details that matter. TEALEAVES blends teas specifically for color using only all natural ingredients, alongside aroma and taste, with understanding that “the first taste is with the eyes”. Fascinated by color’s potential to excite and delight, TEALEAVES reached out to experts in design to see how they thought about—and used—color. From OPI to PANTONE, these experts all volunteered their time for our documentary Color In Sight. Our goal, together, was to bring about appreciation for the little detail of color selection and how it can have a big impact on the products and services enjoyed by many.