Going Green in 2017… « Back to list
Pantone have named ‘Greenery’ their 2017 Colour of the Year for 2017 – that makes it kind of a big deal.
Designers everywhere will be familiar with Pantone, the standardised colour matching system that utilises numbers to identify colours. By standardising colours, manufacturers across all locations can make sure colours match without having to cross reference with each other.
Each year, they put together a panel who review influences from design, entertainment, art, travel, popular culture, society and lifestyles. And the panel research exhaustively the colours that are driving and dictating trends around the world.
It’s one to watch for designers who know that the Pantone Colour of the Year influences trends around the world.
But what does it mean for you if you’re a business owner, big or small?
Well, your visual identity is all important. As such, your colour palette is key to staying relevant, fresh and up to date. Because, like everything else, colours go in and out of fashion. So, if you’re in the market for rebrand or your style guidelines need an update, you need to know what’s in…
GREENERY
This fresh, bright green really evokes all the splendour of the natural world.
Green, of course, has been in vogue for a few years now, made popular by its vivid associations with the environment and sustainability. Companies for whom being seen to be natural, organic and/or eco-friendly, chose green to enhance their credentials in this area. In fact, any business that wants to be seen as ‘natural’ wants to be seen in green.
FOOD FOR THOUGHT
Green – and Greenery in particular – has been described as uplifting, juicy, clean and healthy.
That all makes it a popular choice for food companies where nutrition is vital to the brand values.
STANDING OUT FROM THE CROWD
Conversely, green is also becoming a favourite choice in conservative sectors that have traditionally favoured clean or sophisticated blues: think healthcare or financial services.
Choosing to go green in any of these sectors immediately gives you stand out from the traditional crowd: and can help to reposition you as more eco-conscious than the competition.
ESTABLISHING TRUST
Many designers and colour experts would describe green as a trustworthy colour. It’s also very calming. For people living and working in urban environments, green is restorative after a day in the concrete jungle. So if your business – or your customer base – is mostly urban, it makes sense to use a fresh, vibrant green that people will be automatically attracted to.
GREEN FOR GO!
Green is long established in our sub-conscious as a signal for go: it has all the right connotations when it comes to engaging with an audience and making them feel energised. It’s a safe colour that also signals confirmation and approval, and so it’s a really safe bet that if you’re incorporating green into your logo, brand, colour palette or any type of printed material, you’re on to a winner.
READY TO GO GREEN?
Green may not be your thing at all. Your brand or business style may be a million miles from green as it’s possible to get. But it’s good to know the trends and see how they fit with the bigger picture.Taking into account just how big green is gives you a guide to how your brand or palette might evolve in the future to embrace the trends that your customers are following.
It’s always good to take a fresh look.
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