Marketers and retailers are often steering you in directions so subtly that you don’t even notice it. This happens through packaging and displays, and is also influenced by color.
Since 2000, the Pantone Color Institute has been naming a Color of the Year. Officially, this means that Pantone’s color experts have “combed the world looking for the color influences which best define the global zeitgeist.” In reality, it means the color that you’ll be seeing much more of in the coming year!
The 2014 Color of the Year is Radiant Orchid*. The official description: “Radiant Orchid blooms with confident and magical warmth that intrigues the eye and sparks the imagination. It is an expressive, creative and embracing purple — one that draws you in with its beguiling charm. A captivating harmony of fuchsia, purple and pink undertones, Radiant Orchid emanates great joy, love and health.”
Pantone has established themselves as the expert on all matters relating to color. It is a brilliant marketing move to identify one color each year — there is no right or wrong choice, but it lends more credibility and credence to their role as THE authority.
What is your organization an expert in? Can you position yourself as a leader in a certain area and develop the equivalent “pronouncement” to Color of the Year? While there may be nothing scientific about it, it does add to the value of the brand and generate awareness. Who doesn’t want that radiance?
— beth triplett
*Officially PMS 18-3224