With more than 10,000 standardised colours in the Pantone Matching System and a number of companies going so far as to trademark their signature colours, just how important is pigment to the strategy and success of your business?
From the distinctly vibrant and energetic orange of EasyJet to the bold and passionate red sole of a Christian Louboutin heel, we are all consumers of the creative colour system founded more than half a century ago.
Any designer worth his salt will have a plethora of fan books with Pantone’s Chips, Formula Guides and Colour Bridges, arming him with the assurance and control that is required to specify the exact colour of everything from the printed design on different paper stocks to the multiple digital channels and its usage on fabrics and materials.
According to Pantone “all colours express different emotions… with colour influencing 50 to 85 percent of customer purchasing decisions and it is the first thing a consumer will notice about a brand’s logo.”
So all in all, it’s an important factor in the concept or redevelopment of a brand. Pantone defines some of its most popular brand colours as follows:
- Black – dramatic & sophisticated
- Blue – trustworthy & secure
- Red – bold & passionate
- Yellow – optimistic & innovative
- Orange – vibrant & energetic
- Purple – enchanting & regal
- Green – rejuvenating & natural
- Grey – sleek & timeless
- Brown – grounded & robust
- Pink – festive & fun
How closely do these descriptions support the identity of your brand or that of your favourite brands?
Looking at Interdirect’s colour pallet of orange and grey, I would say that Pantone’s descriptions are an accurate representation of the brand and all it is exudes. This means that, as you would expect from the creative mind of our managing director, Nicholas Mann, the business continues to reflect the ethos that was established when the agency was set-up more than two decades ago.
The language of colour is interesting and diverse, and although we can’t all claim to be colour technicians just because we’ve picked up a bit of insight into Pantone, we should certainly be conscious of the science behind it and the perceptions of our brand through its communication in colour.