Pantone Color of the Year 2018

In our latest blog, Head of Finished Art, Sharan Kaur, asks - does colour really influence your consumers?

Picture of Sharan Kaur

Sharan Kaur

“I think it pisses God off if you walk by the color purple in a field somewhere and don't notice it.” 
― Alice Walker, The Color Purple

So does colour really influence your consumers? It’s important for new brands to pick colours that ensure differentiation from entrenched competitors. When it comes to picking the “right” colour, research has found that predicting consumer reaction to colour appropriateness is far more important than the individual colour itself. And with that said… Pantone has officially announced the Color of the Year 2018 to be Pantone Ultra Violet.

Dramatically provocative and thoughtful, the purple shade, PANTONE 18-3838 Ultra Violet, according to Pantone, communicates originality, ingenuity, and visionary thinking that points us toward the future.

Last year’s colour choice, GREENERY PANTONE 15-0343, evokes the first days of spring when nature’s greens revive, restore and renew. The colour Green signaled consumers to take a deep breath, oxygenate,  and reinvigorate.

Today, as we live and breathe in a world of trends, hashtags, vloggers, social-influencers, filters, and likes, we strive to be as individual and unique as we can in a heavily saturated market of originality. So, can an Institute of Color really influence the next year’s market trend? Well, yes actually…

Research has found that up to 90% of snap judgments made about products can be based on colour alone. Our brains prefer immediately recognisable brands, which makes colour an important element when creating a brand identity. 

The Pantone Color Institute is a consulting service which has annually forecasted global colour trends and advised companies on use of colour in establishing brand identity and product development. It is recognized around the world as a leading source of colour information through seasonal trend forecasts, custom colour development, and palette recommendations for product and corporate identity.

Get in touch with us and see how we can help establish your new brand identity or reinvigorate your existing brand and media presence with innovative design, and of course, the right colours.

Our work delivers spectacular results.

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