THE POWER OF COLORS

Colors communicate emotions long before a single word is read or spoken. Each hue triggers specific emotional responses and subtly guides decision-making. When creativity meets color psychology, it’s a strategic engine for transforming your website and marketing campaigns… But first of all, welcome to Parisonwheels’ Insights Lab!

Color Psychology: A Strategic Tool

How it works

• Red – activates the nervous system, creates urgency, drives impulse
• Blue – calms, inspires trust and reliability
• Green – evokes growth, health, and balance
• Yellow / Orange – boosts creativity, attention, and optimism
• Black / Purple – conveys authority, luxury, and prestige
• White – brings clarity, simplicity, and modernity

These responses are backed by scientific research, psychology, marketing studies, and historical analyses (Eva Heller, Karen Haller, Josef Albers, Michel Pastoureau).

Colors in Action with ParisOnWheels

How ParisOnWheels Turns Color Into Performance

We integrate color psychology into every layer of your business strategy to maximize emotional impact and conversion. Every color is chosen with intention, aligned with emotion, creativity, and business goals.

Color is one of the most powerful levers in marketing. When combined with creativity and strategic thinking, it turns visuals into emotions and prospects into loyal customers.

At ParisOnWheels, we turn your brand colors into memorable, persuasive, and high-impact experiences. Book an audit and discover how your colors can become your strongest marketing asset.

Heritage of Logos

When History Shapes a Brand’s Power

After the power of colors, another pillar of branding deeply influences perception: the logo. Much more than a graphic sign, it acts as a mental anchor, an almost instinctive marker that spans generations.

Some logos feel eternal. Etched into our collective memory like visual tattoos, they instantly evoke a promise: prestige, reliability, performance… Rolex, BMW, Louis Vuitton — these world-renowned brands still use symbols created more than a century ago. Their strength? A visual identity so accurate that it has withstood the test of time.

The book Logo Beginnings by Jens Müller explores precisely this heritage. With more than 6,000 logos dating from the mid-19th century to 1940, it uncovers the roots of our graphic culture and shows how early brands built the foundations of modern design.

Why do some logos endure through the centuries?
A good logo tells a story. A great logo stands the test of time.

From the earliest days of industrialization, companies understood that a symbol did more than identify a product: it became a guarantee of quality, a signature, an emotional marker. Product after product, generation after generation, this symbol creates a nearly affectionate bond with the public.

Heritage of Century-Old Brands

• Rolex (1908): the crown, a symbol of excellence and mastery
• BMW (1917): a simple and stable circular emblem that became iconic
• Louis Vuitton (1896): a monogram that has become synonymous with timeless luxury

These logos endure because they were conceived as identities, not as graphic trends. Their design relies on three core strengths:

• simplicity
• consistency
• symbolism

The History of Logos: A Strategic Resource for Modern Branding

Logo Beginnings shows how the foundations of today’s visual identity were laid between 1850 and 1940: geometric shapes, monograms, heraldic-inspired symbols, early graphic systems… A set of visual codes that continue to influence contemporary brands.

Understanding this history means understanding why certain symbols still work today — and how to draw inspiration from them to create powerful, memorable, and enduring logos.

Going Further into the History of Brand Design

Logo Beginnings — Jens Müller is an essential book for understanding the birth of modern visual identity. A perfect complement to Logo Modernism for anyone passionate about design, branding, or visual history.

How ParisOnWheels Applies This Heritage in Logo Creation

In branding, knowing the past helps you anticipate the future. At ParisOnWheels, this graphic heritage fuels our creative process:

◉ Visual Roots Analysis: Examining the industry, historical codes, and foundational symbols to identify a brand’s markers of authority

◉ Smart Simplification: Drawing inspiration from century-old logos to create modern, refined, and long-lasting identities

◉ Strong and Consistent Symbolism: Designing a logo that tells a clear story, imprints itself in memory, and strengthens your positioning

◉ Integration with Color Psychology: Pairing a strong symbol with colors that trigger the right emotions to maximize impact and conversions

The Psychology of Shapes

How shapes influence perception

Graphic shapes have an unconscious impact on our decisions. Circle, square, triangle, organic shapes — each triggers specific reactions and influences how your brand is perceived:

Circle: inclusion, harmony, trust
Square: stability, professionalism, rigor
Triangle: innovation, energy, movement
Organic shapes: human approach, emotion, softness

ParisOnWheels Services Included

• Creation of print and digital assets using shape to maximize emotional impact
• Development of landing pages and UX/UI websites aligned with the chosen shapes

References
Don Norman, Emotional Design
Karen Haller, The Little Book of Colour

Integrating shapes into your visuals and interfaces improves memorization and emotional impact.
👉 Discover how ParisOnWheels optimizes your designs for conversion

Brand Architecture

Building a strong, coherent brand

A brand is not just a logo or a color, it’s structured like a coherent ecosystem. Brand architecture helps clarify the offering, hierarchize products and strengthen the overall perception:

• Monolithic architecture: Google, Apple
• Endorsed architecture: Nestlé / Nespresso
• Independent architecture: P&G

ParisOnWheels Services Included

• Audit and redesign of commercial offers
• Creation of visual assets and presentations to structure your communication

References
David A. Aaker, Building Strong Brands Amazon
Jean-Noël Kapferer, The New Strategic Brand Management

A solid brand architecture guides your clients and reinforces your credibility.
👉 Contact us to structure your brand with expertise

Conversion Design

UX, design and performance

Design must not only be aesthetic — it must convert. UX and UI influence navigation, trust and purchase decisions:

• Visual hierarchy and emphasis on CTA
• Colours and shapes to guide attention
• Simplification and fluidity of user journey

ParisOnWheels Services Included

• Creation of showcase e-commerce and websites optimized UX/UI
• Email campaign and landing pages to test and improve conversion

References
Steve Krug, Don’t Make Me Think
Jakob Nielsen, Designing Web Usability

A user-centered design increases conversions and builds customer loyalty.
👉 Optimize your interfaces with ParisOnWheels

Brand Storytelling

Creating a powerful emotional identity

Storytelling is more than telling a story — it forges your brand identity and creates an emotional bond with your audience:

• Brand archetypes: Hero, Sage, Creator…
• Alignment between logo, colours and messages
• Cases: Apple, Airbnb, Patagonia

ParisOnWheels Services Included

• Creation of visual assets and narrative content
• Multichannel campaigns to spread your story

References
Donald Miller, Building a StoryBrand
Joseph Campbell, The Hero with a Thousand Faces

Telling your story reinforces engagement and conversion.
👉 Discover our storytelling methodology

Emotional UX

When design influences behaviour

Emotions drive decisions. Emotional UX aims to design interfaces that provoke precise reactions — improving engagement and conversion:

• Micro-interactions, animations and tone
• Cognitive biases: anchoring, scarcity, social proof
• Example: emotional landing page vs classic

ParisOnWheels Services Included

• UX/UI websites with micro-interactions
• Contests and landing pages to engage prospects

References
Susan Weinschenk, 100 Things Every Designer Needs to Know About People
Don Norman, Emotional Design

Emotional UX transforms an interface into a memorable experience.
👉 Boost your conversions with our UX expertise

Lead Nurturing & Automation

Turning prospects into loyal clients

80% of leads are never converted without nurturing. Automation and targeted campaigns help maintain contact and guide prospects until the decision:

• Workflows: onboarding, warming, nurturing, reactivation
• Psychological triggers: trust, consistency, social proof, timing
• Personalized B2B sequences

ParisOnWheels Services Included

• Email campaigns and marketing automation
• B2B appointment scheduling and multichannel lead generation
• Custom landing pages and visuals

References
Marketo, Definitive Guide to Lead Nurturing
HubSpot, Inbound Marketing

Supporting your prospects with strategy and automation maximizes your conversions.
👉 Discover our tailored lead nurturing solutions

Digital Marketing & Performance

Neuromarketing — Cognitive sciences at the service of your conversions

The human brain makes buying decisions largely unconsciously. Understanding cognitive triggers allows to create messages and visuals that naturally persuade.

• The 3 marketing brains: reptilian (instinct), limbic (emotion), rational (analysis)
• Key cognitive biases: scarcity, social proof, halo effect, anchoring
• Applications: landing pages, CTAs, limited offers, persuasive content

ParisOnWheels Services Included

• Creation of landing pages and email campaigns based on psychology
• Print and digital assets to reinforce the message
• UX/UI audit to maximize engagement and conversions

References
Roger Dooley, Brainfluence
Robert Cialdini, Influence: The Psychology of Persuasion

Using neuromarketing helps convert your prospects more efficiently.
👉 Boost your conversions with our cognitive strategies

Brand Consistency

Visual coherence as a driver of trust

A consistent brand inspires trust and is better remembered. Colours, typography, shapes, messages and customer experience must be harmonised at all touchpoints:

• Visual consistency: logo, typography, iconography
• Editorial consistency: tone, voice, key messages
• Customer experience consistency: website, social media, offline, events

ParisOnWheels Services Included

• Creation and management of brand guidelines
• Website and social media management to uniformise your image
• Print and digital assets aligned with your brand

References
David A. Aaker, Building Strong Brands
Jean-Noël Kapferer, The New Strategic Brand Management

Consistency reinforces trust and memorability.
👉 Entrust us with your identity for a strong, unified brand image

Multichannel Performance

How to synchronise your channels to explode results

A single channel is no longer enough. Multichannel campaigns, synchronised and data-driven, maximise visibility, lead generation and conversions:

• Email, social media, paid ads, SEO, teleprospection — a winning orchestration
• The concept of “Momentum marketing”: reaching your target at the right place and time
• Importance of data and multi-touch attribution

ParisOnWheels Services Included

• Multichannel lead generation campaigns
• Emailing and automation
• Social media management and ad campaigns

References
Avinash Kaushik, Web Analytics 2.0
Brian Halligan & Dharmesh Shah, Inbound Marketing

Synchronising your channels multiplies your results.
👉 Discover our multichannel turnkey solutions

Growth Marketing

Levers for measurable growth

Growth marketing consists in experimenting, analysing and scaling actions to generate rapid and sustainable growth:

• Framework AARRR: Acquisition, Activation, Retention, Referral, Revenue
• 2025 levers: intelligent content, data-driven SEO, automation, AI-powered funnels
• A/B testing and continuous iteration to scale

ParisOnWheels Services Included

• Acquisition / lead-gen strategy to get qualified prospects
• Email & social media campaigns
• Creation and optimisation of e-commerce sites and showcases

References
Eric Ries, The Lean Startup
Sean Ellis, Hacking Growth

Growth marketing lets you optimize resources to generate more business.
👉 ParisOnWheels builds your growth strategy

Funnels and Conversion Paths

Building sales funnels that really convert

A conversion funnel is the key tool to guide a prospect from discovery to purchase — while maximizing customer lifetime value:

• Funnel types: lead magnet, webinar, e-commerce, high-ticket
• Psychology: trust, proof, desire, call-to-action
• Optimisation: segmentation, A/B testing, reassurance

ParisOnWheels Services Included

• Custom landing pages and contests
• Emailing and marketing automation to nurture prospects
• Creation of visuals and content for each funnel stage

References
Russell Brunson, DotCom Secrets
Brian Dean, SEO That Converts

An optimised funnel multiplies conversions and builds customer loyalty.
👉 ParisOnWheels creates your custom funnels

Content That Sells

Content that sells, not just looks good

Content must be strategic, ROI- and conversion-oriented — not just aesthetic. It educates, convinces and sells:

• 4 types of content: educational, proof, aspirational, transactional
• SEO + social media integration for maximum impact
• AI + human to optimize creation and distribution

ParisOnWheels Services Included

• Creation of digital & print visuals
• Social media campaigns and emailing
• SEO & marketing automation to amplify content

References
Ann Handley, Everybody Writes
Joe Pulizzi, Content Inc.

Conversion-oriented content transforms your marketing into a revenue engine.
👉 Discover our high-performance content marketing strategies

Commerce and Business

Commerce 4.0 – How digital redefines buying

Today’s commerce is omnichannel. Physical and digital merge to provide a smooth, engaging customer experience:

• Phygital: QR codes, click & collect, showrooming
• UX and social proof as key factors
• Use of data and tracking to personalize experience

ParisOnWheels Services Included

• Creation of showcase and e-commerce websites
• Print/digital visuals and landing pages
• Social media management & email campaigns

References
Brian Solis, X: The Experience When Business Meets Design

Modernise your customer journey to boost sales.
👉 ParisOnWheels builds your 4.0 commerce

E-commerce Performance

Every detail matters in e-commerce

In e-commerce, every detail counts: product page, checkout, upsells, branding — everything must drive conversion:

• Perfect product page: visuals, descriptions, social proof
• Checkout & cart optimisation to reduce abandonment
• Upsells, cross-sells, bundles

ParisOnWheels Services Included

• UX/UI optimised e-commerce & showcase sites
• Contests & landing pages for engagement & conversion
• Multichannel emailing & campaigns

References
Steve Krug, Don’t Make Me Think
Ezra Firestone, The Rise of eCommerce

Optimising every touchpoint increases your revenue.
👉 ParisOnWheels boosts your online sales

Sales Enablement

Aligning marketing and sales to sell more

Marketing and sales must work hand in hand to turn leads into paying customers:

• Sales tools: pitch decks, objection matrices, scripts
• CRM, scoring, automation of sequences
• Training & workshops to align teams and optimise selling process

ParisOnWheels Services Included

• B2B appointment setting & multichannel lead gen
• Offer redesign and sales supports
• Workshops and innovation tours

References
Jill Konrath, Agile Selling
Mike Weinberg, New Sales. Simplified

Aligning marketing and sales multiplies conversions and customer value.
👉 ParisOnWheels helps you build a high-performing sales system

Pricing Psychology

How price influences perception and conversion

Price isn’t just a number — it communicates value, sets expectations and influences buying behavior. Price psychology is a strategic lever to maximize sales:

• Attractive pricing: $19.99 vs $20.00
• Anchoring effect: show a high price then the real one
• B2B strategies: bundling, packaging, optional services
• Communicate price via visuals and landing pages to create perceived value

ParisOnWheels Services Included

• Creation of impactful print/digital visuals to present pricing
• Landing pages & email campaigns to test and optimise price perception
• Offer redesign to structure pricing and packages

References
Dan Ariely, Predictably Irrational
Robert Cialdini, Influence: The Psychology of Persuasion] (à compléter)

Strategic pricing increases conversion and reinforces perceived value.
👉 ParisOnWheels helps you build offers that sell

Offer Creation Framework

Building irresistible offers

A good offer grabs attention, creates desire and facilitates decision. The framework combines benefits, social proof, and urgency:

• Identify needs and motivations of your target
• Create clear, attractive packages
• Add social proof and guarantees to reduce friction
• Test and adjust with landing pages and multichannel campaigns

ParisOnWheels Services Included

• Redesign and creation of commercial offers with visuals and PPTs
• Emailing and social media campaigns to test attractiveness
• Digital landing pages & visuals to maximize impact

References
Alex Hormozi, 100M Offers
Seth Godin, This Is Marketing

A clear, convincing, tested offer multiplies conversions.
👉 With ParisOnWheels, structure your offers to boost sales

Social Selling & Personal Branding

Sell and inspire on social networks

B2B sales now rely heavily on digital credibility. Social selling and personal branding build trust, awareness and generate qualified leads:

• Optimization of LinkedIn and Instagram profiles
• Sharing educational and demonstrative content
• Interaction with prospects: messages, comments, active participation
• Measuring results and adjusting content strategy

ParisOnWheels Services Included

• Social media management: creation, animation, reporting
• Creation of visuals & digital content for social selling
• LinkedIn campaigns and emailings to generate qualified leads

References
Jill Rowley, Social Selling Handbook
Gary Vaynerchuk, Crushing It!

Social selling turns your teams and profiles into lead-generating machines.
👉 ParisOnWheels helps you build a high-performing social presence

Humor in Advertising

Why humor sells

Humor grabs attention, creates affection and makes a message memorable. Used well, it can turn a simple ad into a viral, shareable piece:

• Humor builds emotional connection and memorability
• Types: absurd, ironic, self-deprecating, parody
• Example: campaigns like Old Spice “The Man Your Man Could Smell Like” — absurd humor + memorable visuals

ParisOnWheels Services Included

• Creation of print & digital humorous visuals for campaigns
• Social media management to maximize virality & engagement
• Email & landing pages adapted to humor & CTAs

References
Tim Washer, Humor in Advertising
Jonah Berger, Contagious: Why Things Catch On

Well-thought-out humor transforms your campaigns into notoriety and conversion levers.
👉 ParisOnWheels creates campaigns that make people smile … and buy.

Storytelling and Advertising

When story makes you sell

An ad is only effective if it tells a captivating story. Storytelling builds attachment, stimulates emotions and makes the brand memorable:

• Rule of the 3 acts: problem, quest, resolution
• Example: Coca-Cola “Share a Coke”, telling a personal story through the product
• Benefits: engagement, memorability, virality

ParisOnWheels Services Included

• Creation of videos & narrative visuals
• Landing pages & multichannel campaigns to extend the story
• Social media management to diffuse and amplify the storytelling

References
Donald Miller, Building a StoryBrand
Robert McKee, Story: Substance, Structure, Style

Storytelling turns your ads into emotional, memorable experiences.
👉 ParisOnWheels tells your brand’s story so you sell better.

Successful Campaigns

Analysing campaigns that stood the test of time

Some ads transcend time and screens — becoming viral thanks to a mix of emotion, creativity and strategy:

• Nike “Dream Crazy” : inspiration and values
• Apple “Think Different”: storytelling + minimalist design
• Evian “Roller Babies” : humor & surprise

Common traits: emotion, simplicity, relevance, timing

ParisOnWheels Services Included

• Creation of strong visuals & videos
• Multichannel & social media campaigns
• Landing pages and contests to amplify virality

References
Jonah Berger, Contagious
Mark Tungate, Adland: A Global History of Advertising

Analyzing what works helps create your own successful campaigns.
👉 ParisOnWheels transforms your creativity into memorable campaigns

The Art of Surprise

Captivate and sell with the unexpected

Surprise grabs attention, sparks curiosity and encourages sharing. An unexpected element creates emotion and sticks in memory:

• Cadbury Gorilla Drum
• Old Spice “The Man Your Man Could Smell Like”

Mechanisms: contrast, pattern break, narrative twist — emotional impact, social engagement, conversion

ParisOnWheels Services Included

• Creation of surprising visuals & videos for digital/print ads
• Contests and landing pages to boost interaction
• Social media management to amplify virality

References
Jonah Berger, Contagious
Daniel Kahneman, Thinking, Fast and Slow

Surprise converts prospects into loyal clients through emotional impact.
👉 ParisOnWheels builds your “wow effect” campaigns

Digital Ads That Convert

Digital ads that sell

Digital advertising lets you target precisely and measure every interaction. Efficiency lies in creativity + data + targeting:

• Effective formats: short videos, carousels, stories, display ads
• Importance of retargeting and personalization
• Example: Spotify Wrapped Ads — personalization + virality

ParisOnWheels Services Included

• Creation of optimized digital visuals & video ads
• Multichannel & social media campaigns
• Landing pages & contests to convert clicks into sales

References
Neil Patel, Digital Marketing for Dummies
Avinash Kaushik, Web Analytics 2.0

Well-designed digital ads convert clicks into sales.
👉 ParisOnWheels optimizes your ads for maximum ROI

Social Media Virality

Creating shareable content

Virality isn’t random. Social campaigns that spread emotionally and provoke action often succeed:

• Key factors: emotion, humor, surprise, storytelling
• Example: the “ALS Ice Bucket Challenge” — massive engagement thanks to a simple, emotional concept
• Timing and channel adaptation are critical

ParisOnWheels Services Included

• Creation of viral visuals & videos
• Social media management to amplify reach
• Landing pages and contests to capture leads

References
Jonah Berger, Contagious
Mark Schaefer, The Content Code

Viral social media content brings new business opportunities.
👉 ParisOnWheels turns your content into viral wins

Memes & Marketing

Humour as a brand tool

Memes have become a powerful means to capture attention and communicate humorous ideas quickly — ideal to engage and convert:

• Example: Netflix memes — brand-aligned humour + high engagement
• Key rules: stay aligned with brand, relevance, speed

ParisOnWheels Services Included

• Creation of visuals & memes
• Social media management for targeted diffusion
• Email & landing pages to extend impact

References
Matt Bailey, Internet Marketing: Integrating Online and Offline Strategies
Jonah Berger, Contagious

Memes are a simple, effective way to generate engagement and conversions.
👉 ParisOnWheels creates humorous & effective content for your brand

Paid Social Ads

Turning impressions into sales

Paid social ads allow precise targeting and measurable results. Key: creativity + data + targeting + timing:

• Formats: Facebook Ads, Instagram Stories, LinkedIn Sponsored Content
• Example: Airbnb “Live There” campaign — storytelling + precise targeting

ParisOnWheels Services Included

• Paid social campaigns
• Optimised visuals & videos for ads
• Landing pages and contests to boost conversions

References
Perry Marshall, Ultimate Guide to Facebook Advertising
Neil Patel, Digital Marketing for Dummies

Smart paid social ads turn impressions into revenue.
👉 ParisOnWheels maximises your paid social ROI

User-Generated Content (UGC)

Leverage content created by your clients

User-generated content increases credibility and trust — and boosts engagement:

• Examples: contests like “Starbucks White Cup Challenge” — massive engagement thanks to user participation
• Types: photos, videos, testimonials, reviews
• Benefits: authenticity, virality, lower production costs

ParisOnWheels Services Included

• Social media campaigns and UGC management
• Visuals & landing pages to highlight UGC
• Contests to stimulate participation

References
Andrew Hutchinson, Social Media Trends
Jonah Berger, Contagious

User content can turn prospects into brand ambassadors.
👉 ParisOnWheels creates UGC campaigns that convert

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