Samantha Moreno Petty
Look down at your shirt, what color is it? What emotion does it imbue? What does it say about your mood, or was it an afterthought, a default of what’s clean in the closet? If you chose the latter that’s ok, so did I. But if you consider yourself a fashionista or trendsetter, you may already know that PANTONE 18-3838 ULTRAVIOLET, is THE color for 2018.
Pantone, the gold standard of universal color forecasting, is largely, if not singularly, why color informs everything from what we notice to what we taste. Have you ever wondered why Target has pants that somehow match the housewares, or that all of the sudden you see copper everywhere? The gig is up— it’s all planned! A colorful conspiracy of sorts to lightly guide consumers to embrace bronze-colored handles and lighting in our kitchens and bathrooms, or splashy yellows for Gen Z’s after 6 attire.
Seriously though, Pantone color forecasting touches our lives in ways we could never imagine. They self-profess: “The Pantone Color of the Year has come to mean so much more than ‘what’s trending’ in the world of design; it’s truly a reflection of what’s needed in our world today.” – Laurie Pressman, Vice President of the Pantone Color Institute. As an art director, these trends help us inform brand and consumer buying behavior, which impacts every client in both subtle and overt ways.
According to Pantone, this year’s Ultraviolet Purple is described as “Complex and contemplative and suggests the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now. The vast and limitless night sky is symbolic of what is possible and continues to inspire the desire to pursue a world beyond our own. Nuanced and full of emotion, the depth of PANTONE 18-3838 Ultraviolet symbolizes experimentation and nonconformity, spurring individuals to imagine their unique mark on the world, and push boundaries through creative outlets.”
The truth is there is a collective sway that happens from the runway to your walkway, from your house to your local eatery. Our world reflects the color collective and shape-shifts what inspires us to change. Try that brash Gen Z yellow dress (that shouts counterculture), but paired with a muted slide. If you’re a naturalist, the contrast of greens and soft pinks may inspire balance for your go-to palette.
Color both reflects our current state from which we approach life and that which we aspire to. Blink and you may miss the next trend. My art director heart is humming Roy Rogers, “Don’t fence me in…”
For help with your brand’s creative needs, contact The frank Agency for a consultation today.
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