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The Importance of Color

The Importance of Color

LMG explores the importance of color and how the Pantone Color Institute uses color trend forecasting to help brands connect with consumers.

You may be familiar with the rose gold Apple iPhone that debuted last fall. The color wasn’t just picked because it was pretty or different. It was carefully chosen after months of color trend forecasting.

So who decides the trends? Who does the forecasting? One excellent source for color trends is The Pantone Color Institute. They provide color trend forecasting, brand color development supported by brand color stories, and product palette development. They help companies make the most informed decisions about color for their brands or products to gain a competitive edge. Trend colors are forecasted years prior to the public seeing them in market. Businesses rely on their expertise so their products can be manufactured to enter the market at just the right time.

For the first time this year, The Pantone Color Institute unveiled not just one color of the year, but two!

PANTONE 15-3919 Serenity & PANTONE 13-1520 Rose Quartz

The Pantone Color Institute says that the colors are “a harmonious pairing of inviting shades that embody a mindset of tranquility and inner peace.” You can see this translated into products ranging from food and beverage to cosmetics and accessories that are in the market today. (see attached screen grab)

“When 80 percent of human experience is filtered through the eyes, we understand that the choice of color is critical.” —Pantone Color Institute

As you can see, the color selection process requires thoughtful consideration and trend analysis. LMG employs this kind of rigor as well when we position or reposition a new client brand or company.

Take, for instance, our own rebrand back in 2012. We compiled research on competitors nationwide and created a color analysis grid to determine what colors were being under-utilized in the market. We landed on a vibrant orange. It is the color of joy and creativity—what better color to represent the LMG brand? We love what we do, and we do it creatively and intelligently.

Brands and color are harmoniously linked because color offers an instantaneous method for conveying meaning and message without words. Therefore, color is critical in representing your brand.

How do your colors represent you and the work you do? Watch the world around you and see what color trends you find. They may just be the perfect inspiration for your next big idea.

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