In December Pantone announced its Color of the Year for 2017 and it’s a surprisingly refreshing green.
The institute was established in 1963 to ‘solve the problems associated with producing accurate color matches in the graphic arts community.’ Now an internationally recognised body, Pantone uses its unparalleled knowledge of color to predict and direct trends in the creative industries each year. Tapping into the current zeitgeist, it announces an experimental shade that will impact fashion houses’ collections, interior designers’ mood boards, publishers’ print and digital magazines, books and websites, retail packaging and products and so on. The Pantone Color of the Year has wide-reaching effects on the population without many people realizing it.
It is both surprising and delightful then, that this year’s color is a vibrant shade of green that strongly suggests natural new beginnings. As the first shoots of spring fill the soul with joy and hope, Greenery promotes the same sense of optimism and reassurance. This reconnection with the natural world will not have gone unnoticed by the art and design community who in previous years have had earthy browns and reds or ethereal pastels to work with. Greenery is a breath of fresh air that is both soothing and enlivening.
As a digital design specialist for publishers and retailers, Amnet expects to see Greenery influencing the color schemes on everything from book cover design to advertisement production and product packaging. As today’s retailer knows, a product needs to stand out in a really, really overcrowded global marketplace. James Duval of GKBC writes: “The average supermarket carries anywhere between 15,000 and 60,000 individual products… the global B2C market [topped] US$1 trillion for the first time in 2012 and simply typing the word ‘books’ into Amazon will yield you over 44 million search results.” Packaging and advertising has to do a difficult job on a world stage: grab the consumer’s attention and communicate brand values in just one swift move.”
Even more difficult, as James points out, is to refresh the branding to reflect current consumer trends without losing existing customer loyalty (note Tropicana’s cautionary tale in James’ article). Incorporating the Pantone of the Year, and using Pantone’s suggested complimentary color palette to see how Greenery could work with your brand’s existing colours, is a simple and effective way to refresh packaging. You can appeal to a new audience without losing the existing one and show the product is up to date and relevant in today’s marketplace.
It certainly helps too when the color is as bright and evocative as Greenery. Much is made of the psychology of color, Wikipedia writes that it is “Widely used in marketing and branding. Many marketers see color as an important part of marketing because color can be used to influence consumers’ emotions and perceptions of goods and services.” Even if your product has nothing to do with the natural world by placing the seed (if you will pardon the pun) of the association into the consumer’s mind, the reaction will be one of subconscious and primal attraction. In such an overcrowded market place, what brand would pass up that opportunity?
If you would like the skill and support of Amnet’s creative team on your product packaging, book cover design or advert production, then get in touch today.