Colors help shape everything from our mood to the products we buy to the organizations we support. With each new year comes a new color trend, and whether you’re a digital marketer, or a graphic designer, knowing these trends in advance is helpful for all your design tasks.
Pantone recently announced Living Coral as its color of the year for 2019.
This specific color, when used appropriately, will work well in digital mediums because “Living Coral evokes an inspirational feeling that’s similar to our natural surroundings.”
Laurie Pressman, Vice President of the Pantone Color Institute, says this about Living Coral: “Color enhances and influences the way we experience life. As a shade that affirms life through a dual role of energizing and nourishing, [It] reinforces how colors can embody our collective experience and reflect what is taking place in our global culture at a moment in time.”
It can seem a bit fluffy, the idea that color can impact your consumers’ interaction with your brand, but consider your favorite color? Your least favorite color? Can you pinpoint exactly why you love or dislike each? It’s likely they evoke an emotion that is linked to a memory. For example, I dislike most shades of red because they remind me of my high school volleyball jersey colors. But I love specific shades of green and orange because they remind me of being in the forest. Similarly, color even creeps its way into our language.
Why do we say people are “seeing red” when they’re angry or “feeling blue” when they’re sad?
Because color has a unique connection to our moods and emotions.
Click image to view the full-size work on Information is Beautiful. How do you utilize colors in your daily marketing to have a positive impact on your strategy?
- Then, in your email marketing efforts, use one color for your calls to action and the other in header or footer fonts
- Add splashes of these colors throughout the images or graphics you post to social media. Add a blog and use it as an opportunity to test out larger uses of the colors
- Make sure it’s legible on all screens (mobile, laptop, etc)
- Ask for feedback from trusted customers and brand advocates
- If you get positive feedback and it feels good, keep doing it!
If you do not know what color(s) you want to use, start by asking yourself: what is the goal of my marketing? Is it to sell more of a product? Is it to engage your community in a service you offer? Is it to increase attendance to an event? Is it to get more donations? Using standard, western color theory, consider both your current brand and the following:
- to sell more of a product: happy colors like bright shades of yellow, orange, pink and teal
- to engage more services: thoughtful colors like pale blues, greens and tempered shades of violet
- to increase attendance: colors that evoke investment like dark reds, navy blues and emerald greens
- to impact donations: colors that evoke emotional attachment like pale yellow, pastel violet and light orange
Color alone has the potential to evoke emotional reactions in your audience; use this to your advantage. Whether your design’s purpose is to encourage people to buy a product, attend an event, sign up for a newsletter, or browse your website, your audience is more likely to follow through when they connect emotionally with your design.
We swapped some colors, updated our logo, etc. If we did it right, you may not have noticed it right away but now will likely see it everywhere you look… that was the intention: to update, not overwhelm. A critical function to our branding upgrade was selecting new colors to update our style, reflect our brand and evoke positive, fun, professionalism without having to spell it out.