The partnership will combine market research insights and Color Navigator’s patented colour science system to offer insights on branding, communication and innovation.

The companies said the approach will “map unconscious consumer behaviour” and indicate how brands can influence this through “visual communication and hierarchy”.

Founded in 2014, Color Navigator helps companies decide which colours work best for a particular application, customer group or geographical territory.

One Inch Whale was launched in 2019 by former Haystack partners Wim Hamaekers and Jasper Scheir with a remit to help people and brands be more sustainable.

The Antwerp-based companies have been working together for the past year.

Thierry Lescrauwaet, founder, Color Navigator, said: “Colour and its associations play a key factor in the decision-making process, but are heavily underestimated by many companies.”

Wim Hamaekers, co-founder, One Inch Whale, said: “After more than a year of exclusive collaboration, we now have multinational brands and SMEs in our client portfolio.”