Every year, designers wait with anticipation to hear which color Pantone (known for its color matching system) has chosen as the color of the year. The color of the year signals trends and moods that the Pantone team predicts will be important in the year to come. Designers, myself included, love to discuss and debate the color that is chosen. Past colors of the year include Marsala, Emerald and Tangerine Tango.
This year, Pantone has made history by naming two colors as the color of the year. Rose Quartz and Serenity, a pink and light blue, were chosen to represent 2016.
Understanding the Color Psychology of Rose Quartz and Serenity
Pantone suggests that the two colors represent the consumer’s wish to be reassured and feel secure. The calming nature of these two colors, used together or alone, comforts the consumer and makes them feel at ease. They consider the colors an antidote to “modern-day stresses.”
Take this into consideration when creating your next marketing piece. Focusing on themes such as well-being and mindfulness will peak your customers’ interest. Don’t worry about the gender-specificity associated with blue and pink.
Incorporating Rose Quartz and Serenity into Your Marketing
The color of the year is also guaranteed to show up across different design mediums. Rose Quartz and Serenity are already appearing in stores. Consider jumping on the bandwagon and including one or both colors in your designs to catch the customer’s eye. Incorporating the colors with existing branding is possible. Ask your designer about using pink or blue as accent colors for your next campaign.
Pairing Imagery and Words with Rose Quartz and Serenity
Based on Pantone’s suggestion that consumers are seeking reassurance, security and comfort, using corresponding images and words will ensure a greater impact in your Rose Quartz and Serenity themed marketing pieces.
Create a warm and cozy feeling with images that use a soft, warm light – think sunset photos with slightly blurred figures – and images with relaxed themes – on a bike ride with friends or drinking coffee in bed. Include topical key words like peace, strength, love and life to drive home your message and give your brand a calming, modern feel.
These on-trend colors are certain to win over consumers with their calm, reassuring qualities. Don’t be afraid to branch out and try one (or both) of the Pantone colors of the year!