This “F*ck yeah, you are right” moment has a name: It’s called negativity bias. Our decision has been made within seconds, the new Spotify green sucks, even though we have literally not thought about it for a minute and it’s not even our own carefully formed opinion. All we do is read the tweet, agree with it (because fuck yeah) and re-tweet it. The moment we read a tweet that says “The new Spotify green sucks” we don’t think for ourselves anymore. It’s not important what color it is, the fact that it changed without notice, is the problem. All of this happens within minutes and is a pure emotional reaction to change. Spotify’s change, according to Schneider, went a little something like this:Įssentially we see the new Spotify green, we don’t understand why it changed (rightfully so), and we write a quick tweet containing “The new Spotify green sucks”.

Schneider believes “ it’s not so much a discussion of the right or wrong color, it’s simply about change or no change” and that it went viral “ because COLOR in itself is something that we all understand and something everyone have strong opinions on.” When it rolled the green out, the internet reacted incredibly negatively. “This is important to know because most of the negative reactions towards the green hit me completely by surprise.” The updated Spotify green “Everyone absolutely loved it and I can’t remember any one ever raising the slightest concerns” said Schneider. Nobody inside the company had ever raised an issue with the green. He says that Spotify was working on a “huge brand refresh” with a New York agency to help move its image away from being a tech company to a music company. What sounds like a small change ended up in a relatively huge tweet storm with thousands of people sharing their hate on the new color which then got picked up by press and the emotional rollercoaster started.

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