How to market your brand with Pantone’s color of the year

DATE:January 8, 2019

Revive your retail space or refresh your print marketing materials in 2019 by experimenting with Living Coral, Pantone’s bright, peppy color of the year.

Choosing the Pantone color of the year

Every year since 2007, Pantone has chosen a color of the year. This color is chosen after 9 months of careful research by the 20-person Pantone Color Institute team. Up-and-coming trends in industries such as fashion, design, technology and even film are analyzed to choose the shade. In December the company announced that Living Coral (Pantone 16-1546) had been selected as the color of 2019.

Pantone describes Living Coral as “an animating and life-affirming coral hue with a golden undertone that energizes and enlivens with a softer edge.” The company points to trendsetting brands such as Airbnb and Apple’s use of coral tones in their advertising throughout 2018 as a sign of the shade’s upcoming popularity. Laurie Pressman, vice president of the Pantone Color Institute, explains that Living Coral symbolizes our society’s innate need for both optimism and joyful pursuits.

“As a shade that affirms life through a dual role of energizing and nourishing,” Pressman says, “Pantone 16-1546 Living Coral reinforces how colors can embody our collective experience and reflect what is taking place in our global culture at a moment in time.” Even the color’s name encompasses an uplifting nature; it’s not just simply coral but living coral.

Try out one or two of these ideas that allow Living Coral to give your brand a boost of energy and optimism in 2019.

Idea: Splash of color on your business brochure

There’s no better time than the beginning of a new year to give your business brochures a refresh. Consider what section of your brochure is the most important. Maybe rather than just having a catchy section title or border, add some color. Living Coral could be a great way to change up font color (use sparingly though, and for large text only), the section border color or incorporate in an infographic or image. If you’re on the hunt for more color, scroll through Pantone’s suggested palettes that pair well with Living Coral.

Idea: Brighten your retail space

Is your shop feeling a little lackluster now that the festive holiday décor has been taken down and the winter chill is setting in? Give your space a refresh by incorporating Living Coral. Try out the color as a backdrop for your window display. Or, consider painting just one feature wall Living Coral and keeping  surrounding walls neutral. Another option could be switching out some signage to include the bright, eye-catching hue (especially a great idea for sale signs!). Check out Pantone’s Living Coral pop-up pantry at Art Basel this past December for some fun décor inspiration.

Idea: Fun photo backdrop at your next tradeshow

Setting up a photobooth provides a great way to interact with attendees at tradeshows. Stay in line with the trends by using Living Coral in the design of your photo backdrop. The shade will give the photos a fun energy and invite passers-by to and pose for a picture.

There’s no doubt about it; Living Coral is an eye catcher. With color playing such a huge role in both print and digital marketing, we’re looking forward to seeing a hue that inspires optimism and good energy rise in popularity this year.

How do you see your brand interacting with color trends in 2019? Share your bright ideas with us on our Twitter or Facebook page!

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