The era of being pure primary colors from Monday to Sunday 24 hours a day is over. Do we drive the same way to go to work as we do to relax on the weekend? Do we cook the same for dinner on a Wednesday as on a Saturday? Do we dress the same on a Monday as on a Friday? Do we choose the same restaurant to go with our children as with friends?
Blue is known to be one of the three primary colors on the color wheel. As a primary color, blue cannot be made by mixing other colors, but it can be combined with other primary and secondary colors to make a variety of different shades and tints. If we combine red and blue we produce the color purple, if we mix blue and yellow we produce the color green, etc.
We are no longer blue, we are no longer a primary color, we are now turquoise blue, pale blue, steel blue, night blue, Egyptian blue and hundreds of other varieties during the week and sometimes we are even red, yellow, orange and green.
We know that there is always a color that takes precedence over the rest and that defines us in a primary way, but that in our lifestyle, in our vital attitude, in our way of buying, in our way of relating to brands, in our home, in the way we move, in how we understand fashion, in our interrelation with social networks and technology, etc... there is an interesting color palette that nuances our primary behavior.
Let's live the daily life of the consumer to discover these colors, it is not a simple task since many of them arise from almost impossible combinations. It is essential to interact, dialogue, live and feel the consumer's behavior.
Obtaining an insight is not a simple task, we are not talking about motivational maps that are relatively simple and give us a static vision of a category or market.
The solution involves discovering the final levers that move a market, what is so profound that it is capable of changing a consumer's habit, building territories of insights to grow, latent solutions not worked on by the brand and that make up the future dynamic effect of the market.
These insights for growth are the future basis of population segments whose color palette is diffuse and liquid, but whose solutions are so powerful that they should open up a new paradigm of market intelligence, a new vision of the brands' business and a new consumer interaction framework.
