As a marketer and a consumer I am fascinated with trend forcasting. Perhaps that’s why I am so enamored with the annual announcement of Pantone’s Color of the Year. The organization selects a single color from its monumenous collection that “represents a snapshot of what’s happening in our global culture and that serves as an expression of a mood and attitude.”
The ability to synthesize our current state of mind into a singular color fascinates me. I enjoy the capsule and historical record the company creates with their Color of the Year program.
For 2017 the selection is Pantone 15-0343, “a fresh and zesty yellow-green shade that evokes the first days of spring when nature’s greens revive, restore, and renew, #greenery symbolizes the reconnection we seek with nature, one another, and a larger purpose amid a complex social and political landscape.”
The public’s reaction to the color announcement is also entertaining. So far, comments are very positive for #greenery, but 2015’s Marsala caused some disruption. No matter the color, I have a personal tradition of changing my nails to match 🙂
Another reason why I enjoy this announcement so much is the collaboration opportunities that emerge. So far, Pantone has announced that their doing an experiential partnership with Airbnb. The potential is endless… I’m thinking tree houses, tropical greenery, spa experiences, hiking trips…
It seems like Pantone is spot on with their observation that the public needs something refreshing and relaxing in 2017. I look forward to seeing how more brands and designers incorporate the color into their work this coming year.