When was the last time that you bought something, or were attracted to something based on the colour? What about the last time you walked away from something that you needed because it didn’t come in a colour that you liked? You wouldn’t be alone: a common statistic cites that approximately 85% of consumers would attribute colour as the main reason to make a purchase, which means that no matter what your industry and what your product, colour does matter. From product packaging to web design, the choices you make for your colour palettes has a lasting effect on your audience, and can make a difference in how people see you and your brand.
While the choices for colours may seem infinite, choosing a shade doesn’t have to be an overwhelming task, and you don’t have to stick with the traditional primary or secondary colour choices that most people use. As a trend-setter, you’ll want to do something completely different, and a good place to start for ideas can be looking at the Pantone Color of the Year. Chosen by the Pantone Color Institute in the fall of the previous year, the Pantone Color of the Year represents a trending colour, or colours, that represent the spirit of the coming year. These colours are meant to reflect the desires and feelings that we bring into the next year as we make a new start, or as we reinvent ourselves for another season. I’ll be the first to admit that this sounds like a lot of mumbo jumbo, but there definitely is some truth to it all, as I’ve seen the colour of the year reflected in new packaging and design for that year that offers a fresh look at what can be done with colour, and makes a product stand out among its peers.
This year’s colours are Rose Quartz and Serenity, a pink rose tone and a cool blue tone that are both calming and reassuring. While both of these colours are pastels, they aren’t just for babies and small children. There’s a lot of interesting ways to use Rose Quartz and Serenity in your products and design that challenge the way that we understand what pastels are and can do. Here are our three favourite uses.
#1 – Use it to decorate an existing photo to theme your ad campaign:
You can use the colours to theme an ad. Adding in the colours of the year gives it a fresh and stylish spring look!
#2 – Use it as a background colour to help theme a calming splash page:
Similar to the first one, we can use the colours to help colourize pictures and give the imagery a feeling of calm.
#3 – Use the colours as a highlight:
You don’t need to go overboard and colour the entire image in the pantone colours if that is not the goal. Simple highlights to help change the mood is just as good too!
So these are just some ideas to get everybody started on using this year’s pantone colours. Even though the colours a little more muted, don’t be afraid to splash them in here and there to help your brand and products take on a refreshing spring look! Until next time!