Over the last 20 years, Pantone has released a Color of the Year, one of the most mainstream color trends forecasts for the consumer. Pantone spends nine months of the year in the decision-making phase of development when choosing which color (or colors) to release. As a marketer, you can use Pantone’s Color of the Year to improve your marketing.
The Relationship of Colors and Marketing
To understand how to improve your marketing from the Color of the Year, you first must understand the close relationship between colors and marketing. From a psychological standpoint, our brains use colors to recognize products and brands. Throughout various industries, many color schemes remain common amongst the companies that embody each respective industry. A color can persuade the user into believing that something tastes better, work better and be built stronger. No matter what type of product or service is being marketed, understanding the relationship between colors and the brain can be used as a tool to reach a target audience.
Pantone’s Colors of 2021
On rare instances, Pantone has released two colors at once. The 2021 colors of the year are a bright yellow (Illuminating, 13-0647) and neutral gray (Ultimate Gray, 17-5104.) In the announcement, Pantone describes the pair as a message of happiness supported by fortitude.
How to Use These Colors to Improve Your Marketing
Consumers associate yellow with optimism and affordability, with other associations being happiness and warmth. Consumers associate gray with practicality, and neutrality. Used in direct combination, we are given a feeling of peace and easiness. Given the nature of the last year or so, it’s not a surprise that this is the message invoked. So how can this color scheme be leveraged to improve your marketing efforts? Imagine a coffee shop hoping to build a message on a chalkboard to post outside of the storefront. The store could offer an optimistic message to pair with the color scheme. The shop could say “Always freshly brewed. Enjoy this beautiful day with one of our coffees.”
How would you use this year’s colors to improve your marketing? Reach out to us and let us know. If you are a small business looking for an agency to help with your digital marketing needs, we would love to hear from you.