Each year the autumn landscape takes on shades of molten-lava and whilst this change marks the end of summer, in many ways these rich tones make the world come to life. It’s certainly a time of year when we take notice of the colours around us and we’d like to encourage you to think about the importance of colour to your brand and your business. Colour stimulates our emotions and motivates our decisions and it does so on both a conscious and sub-conscious level. At Monddi, when building a brand, the first thing we consider is colour because we understand colour is enormously important to the ‘call to action’. This is true whether we’re talking about encouraging someone to purchase a product, to sign up for a service or to modify their perception of a product or brand. Colour is key and we understand its importance across a range of mixed print and digital media.
Pantone is the world authority on colour (learn more on Pantone in our ‘beginner’s guide’.) Each year, following lengthy discussions with industry experts it selects its ‘Colour of the Year’. From fashion designers to florists the Pantone ‘Colour of the Year’ has a big influence on designs.
For the first time this year, two colours were chosen Rose Quartz and Serenity. Pantone describe Rose Quartz as “a persuasive yet gentle tone that conveys compassion and a sense of composure.” Meanwhile Serenity is “weightless and airy, like the expanse of the blue sky above us, bringing feelings of respite and relaxation even in turbulent times.”
Pantone explains its choice of colours as a reflection of the belief that as consumers we’re searching for mindfulness and well-being as an antidote to modern day stresses. They claim these two colours “fulfil our yearning for reassurance and security.” Together they say Rose Quartz and Serenity “demonstrate a natural balance between the warmer embracing rose tone and the cooler tranquil blue.” This certainly gives us something to think about!
For most small businesses however colour is a personal preference, sometimes even just an afterthought. We don’t want you to fall into this group and so would like to provide you with some food for thought in the form of an overview of colours and the psychological impact they can have.