March 20, 2017
Here’s how you can incorporate Pantone’s 2017 color of the year, Greenery, in your marketing efforts.
Every year, The Pantone Color Institute announces the much-anticipated “color of the year.” Fashion designers, interior designers and marketers are all keen to see the color each year and brainstorm on how to incorporate it and its accompanying palettes into designs.
Before the color is announced, an intricate process begins at Pantone. It begins with fashion, new car trends, the art world and home décor trends. In the fall, Pantone begins to keep an eye on colors that hit the runway and art around the world. According to Pantone Color Institute executive director, Leatrice Eiseman, there are always a few colors that appear frequently. They make note of these patterns and then begin branching out.
Everyone on the color of the year committee naturally picks an area of focus based on their own passions. The group brings their notes to the table and goes through the arduous but fun process of picking the color that they feel best represents the upcoming year.
2017’s color, Greenery, is touted as a refreshing and revitalizing shade symbolic of new beginnings. It is “a fresh and zesty yellow-green shade that evokes the first days of spring when nature’s greens revive, restore and renew.”
Notice how Ms. Eiseman’s statement describes this year’s color using emotion and action prompts. This description gives us an idea of how we can expect the color of the year will be used in a number of industries. According to Pantone, “Greenery signals consumers to take a deep breath, oxygenate and reinvigorate.”
This reinforces the yearning among consumers to “return to nature” that marketers and businesses have been observing over the past few years. Greenery is more than an aesthetically pleasing hue; it mirrors the emotions and needs of society. This keen attention to what is happening in the world and translating it into a concrete element that can be used in design, branding, architecture and food is an important skill for marketers to hone. Thankfully, Pantone has done part of the work for you by picking a color that is guaranteed to evoke emotion and creating various color palettes that you can use in branding, marketing materials and products.
So, how can we expect to see Greenery used in 2017? Below are some of the ways you may see this vibrant color pop up:
This is an obvious place to look for and use Greenery. With the “Go Green” movement gaining momentum daily, using this hue in marketing materials will signify to the audience that a business is on board with “green” and fresh ideas. It will encourage the viewer to take a break and connect with people rather than technology. Remember, you want the consumer to look at your business as a person, a part of the community. Using a unifying color such as Greenery can help you accomplish that goal.
Whether used as an accent color or as a focal point, Greenery has already made its way to the world’s most prominent runways. As you would expect, it is being used in conjunction with earthy patterns and natural fabrics to create down-to-earth pieces that can be worn year round.
As soon as Pantone announced 2017’s new color, designers started dreaming up ways to use it in their clients’ homes. More daring interiors designers are using the color in earnest on walls, large furniture pieces and linens. For those who want just a pop or color, Greenery works equally well as an accent color on a front door or throw pillow.
You can’t expect to see Greenery colored buildings gracing your local skyline, but you can expect to see an increased use of natural materials in architecture. While this may not be an express use of the color, it does mirror the emotion and motivation behind the color. In a quest to connect with nature, consumers will look to surround themselves with natural materials in their homes and offices.
Now that you’ve had some time to sit with it, what do you think of Greenery? Do you love it, hate it? We would love to read your thoughts in the comments below.