Forget Oz. Color is really the all-powerful. It influences moods, appetites and buying power. Think of how you feel wearing a color you love or working in a room painted a color you hate.
Most people don’t even realize the importance of color. They just know what they like or don’t, and that’s why creative and marketing types need to make strategic decisions based on their client’s goals. Are you going for corporate and conservative? Think blue, gray and burgundy. Maybe for youthful and fun? More neon yellow and bright green. But how to choose from all that’s out there?
Back in the day, way before everything was designed as RGB to be seen on a screen, color choices always began with your Pantone Matching System, or PMS Book. I can’t tell you how much I love this tool, and how many I’ve been through over the years. Think the biggest box of crayon color selections imaginable, in a functional fanned-out book. Heaven. Poring over this book was and still is one of my favorite things to do. And still one of the most important. I know that my color choices are crucial to the success of any piece I design. Even in today’s RGB and CMYK world, my PMS book is standard.
This year is the 50th Anniversary of Pantone. What was now an industry-only name has become more household. Brands such as Sephora and J.C. Penney have incorporated Pantone into their marketing efforts. And people everywhere know that the color of the year, designated by Pantone, is 17-5641 Emerald. Color is cool.
Take a look at this great explanation of color through the years, beginning in the ‘60s. And then think about how you’re using color in your own marketing efforts. If you’d like to discuss some ideas you can reach me at cheryl@sweetboodesign.com or 561-401-9461.
What’s your favorite color and why? I’m compiling information based on your input. And here’s to Cerulean skies ahead.