Like every year, 2015 will also have its color of the year. Pantone has just announced the winning shade , which this year will be marsala. The tone is exactly Pantone 18-1438 Marsala, a “naturally robust and earthy wine red”, as explained by the firm itself at the time of making the announcement. “While the radiant orchid, the captivating color of 2014, encouraged creativity and innovation, the marsala enriches our mind, our body and our soul, exuding confidence and stability,” says in the press release presenting the color of the year Leatrice Eiseman, executive director of the Pantone how to get mobile number information in pakistan Institute, who notes that it is a “stylish” but also “energetic” shade with “universal appeal” and that “easily translates to fashion, beauty, industrial design, household products and the interiors “. And with these words and with this announcement the fever has started: brands will now only swear by red (or brown, the media is not very clear where to put it) marsala, even if some critics have already used social networks to point out that it is the more anodyne and ugly tonality than those that have been highlighted by Pantone in recent years.
The choice of the color of the year by Pantone is one of the most important dates in design matters each year. The firm does not rely on random criteria to make this decision nor does it choose the color simply because of the personal tastes of its managers. To establish what is the color of the year, they do a massive analysis and monitoring of what is happening in the world of design, especially in fashion, to establish which are the dominant trends in matters of color (and that many times can be translated into Forex Email List and even economic terms: the radiant orchid of 2014 was, in fact, seen as a nod to economic recovery). On the spring catwalks for 2015 (which take place long before the spring in question), this shade of red attracted attention and was present in many of the collections and in many and diverse designers, hence Pantone has elevated it as the color of the year. But the election doesn’t just mark with a seal of confidence, so to speak, what the others have been up to. It not only highlights the trend, but also puts it in the spotlight. And this decision has an effect on both consumers and brands.
Brands, launched with the color of the year The launch of the color of the year arouses a lot of interest and consumers indulge in looking for and consuming what is associated with that color. You just have to use Google Trends to see it. In the last 7 days, the Pantone search graph has taken off (in the final stretch for the color of the year) and, at the moment in which the color of the year is announced, the hue becomes the focus of attention of all the world. You just have to see what happened to the radiant orchid, the color of the year 2014.
Or with the tango tango, the color of the year 2012. With that of 2013, with a name as common as emerald, it is much more difficult to see the trend in the graph. Consumers are excited about the color of the year and want to know how to combine it or how to buy items with that hue. Brands are quick to offer them: the color of the year is an economic question, not only of trends and taste (in fact, the medium that first broke the news and to whom Pantone gave the exclusive by the minute was the economically influential The Wall Street Journal ) In the minutes after the announcement, Sephora was already announcing a makeup palette inspired by the color of the year and Target was already positioning itself using color in a Christmas creative that, obviously, used the marsala as a hashtag to position itself on social networks.
And you just have to go around social networks to see how different brands have taken advantage of the pull of this color to position products, or have incorporated it into their offers, their graphic elements and even their packaging. They thus show that they are up to date, that they know trends and that they know what is expected of them and, of course, respond to the upward demand of their consumers.
The economy of color
The products associated with the color of the year (which have yet to reach the market and which will flood it like an avalanche of marsala elements, from pillowcases in high-end decoration stores to notebooks in low-cost stores) are not the only aspect that it will modify the marsala, as it is not the only aspect that the previous colors of the year modified. As an article in The Atlantic pointed out about the color of the year 2014, behind colors there are always economic issues and much more when it comes to the color that will mark the annual palette.
Consumers associate colors with different elements and different ideas. This is demonstrated, for example, by the importance that colors have in matters such as packaging or the logo, where a bad or good use of color can impact whether or not the products or services in question are bought. The colors of the year have an impact not only on trends but also on consumer perceptions and, in fact, in recent years vibrant and cheerful colors have been chosen that functioned as a counterweight to the global economic state. The radiant orchid was romantic and cheerful, optimistic and confident (in a world that has yet to recover from the impact of the economic downturn).
“We have been concerned about the economy since 2008, about how to attract the attention of the consumer and make them buy something new even if they are counting change,” explained Leatrice Eiseman of Pantone to the American media. “I know it sounds very manipulative, but this is how you make the economy work, people buy.”