What is Pantone Colour of the Year? In a nutshell, it’s a “hero” tone informed by “global culture”: what’s going on in our world right now, and speaks to the mood of the global community. It’s a pretty profound idea, and if used strategically, one that can have a very real impact on the way we communicate.
The 2017 Pantone Colour of the Year is “Greenery” (For design-savvy folk, that’s Greenery 15-0343).
Greenery is in essence, a “yellow-green”, but it’s more than that, it is bursting with natural world symbolisms around renewal, vitality and growth. Timely vibes going into 2017!
A “trans-seasonal”, it is one of those shades that plays well with others: metallic, neutral, pastel, bright and deep shade combos. The colour’s versatility means it will easily translate to any number of marketing applications: fashion, product packaging, digital and offline collateral, displays, shopfront, advertising; you name it!
In fact, injecting a little (trending) colour into your marketing is one of the simplest and cost effective ways to re-energise your offering: do something different, without being too different.
But what exactly can you do with Greenery in 2017?
1. Just a splash
Don’t go crazy and try to redo your branding or logo to incorporate Greenery (unless you’re planning a rebrand and it is the perfect fit. In that case, go for it!).
Because we’re all vowing to be super organised in 2017, check your content calendar and consider how you could incorporate a splash of Greenery in your new, original collateral. For example: infographics, banners, graphics, blog posts and social media collateral.
2. Add to ads
It is (generally) safe to be adventurous with colour in advertising. Play around with a pop of Greenery in your ads and check your metrics to see how it rides with your audience.
3. Fun with photography
You’ve got “update/freshen up branded photographic stock” on the to-do list for 2017, right? (You should!)
If Greenery is a good fit for your brand, have a think about how you could use it. It can be as subtle as using a hue wash or adding a pop/accent colour.
4. Hot for hospo
Pantone’s Colour(s) of the Year always end up playing a huge part in the hospitality and events space: none more so than weddings! Given Greenery is inherently versatile and organic, there is no shortage of ways it can be incorporated to maximum effect.
On event décor alone, there are plenty of options: centrepieces, accessories/uniform for staff, floral arrangements, cuisine (that’s right, get some Greenery on your plate!), furniture; the list goes on and on.