Why Pantone’s Color of the Year is Perfect for Marketing

Michael Brenner on Apr 11, 2018 in Content Marketing

The Pantone Color of the Year for 2018 is ultra violet. This is important news for marketers, who can use ultra violet to perfect and hone their online message. There are a lot of ways in which content and social media posts can benefit from using the color, and business owners will see a spike in interest when it is used to good effect. Here’s why ultra violet is perfect for marketing – and why you shouldn’t ignore the Pantone Color of the Year.

It’s ideal for graphic designs

Pantone 18-3838. (COURTESY PANTONE)

This bright and vibrant color is perfect for graphic design, as it will add a real pop to any image. That can be done during a brand photoshoot, in which clothing and accessories can be carefully selected, or added as a graphic element such as a text or background. It can be as subtle as a small flash, or it can be used to dominate the design and make a big impact.

However you use it, one thing is clear: this color stands out. That makes it a graphic designer’s dream. It won’t fade into the background, and even a small touch can make a big difference to the overall look and feel of the design. Using a strong color like this can really help to pull viewers in.

Having a particular color to use can also be very beneficial to your graphic design team. It takes out some of the guesswork for the design and allows for more focus on the actual content.

It’s easily recognizable for viewers

Once Pantone announces their choice for color of the year, brands begin to use it in all kinds of ways. Not only is it a popular choice simply because Pantone said so, but the analysts behind the choice also look at emerging trends and predictions to choose a color that would likely have been popular anyway. Put these factors together and ultra violet is a color that you will be seeing everywhere and on everything.

This is fantastic news for marketers who are using it to try to gain attention. While you may think that social media and advertising spaces would become oversaturated with the color, the reverse is actually true. Instead, it creates something that psychologists refer to as the familiarity effect.

The familiarity effect is what happens when you become familiar with something after coming into contact with it several times. The more you see it, the more positive you feel about it. This has been shown to work well with marketing: in one test situation, participants were shown photographs of the same person multiple times over a period of weeks and asked to rate how much they liked them and whether they would get on if they met in person. Each time they saw the photograph, they rated the person more highly.

Even when you don’t consciously realize it, the familiarity effect can have a strong psychological response. Seeing that flash of ultra violet in your marketing can make viewers more likely to respond to your brand in a positive way.

It keeps your marketing fresh

You may have fallen into a set pattern with your marketing which does not often deviate from a structure you have used for years. Your website has looked the same; your brand colors have remained constant; you only use certain fonts and graphic design styles.

Isn’t it all starting to feel a little boring? Although familiarity can lead to a more positive response, over long periods of time it can also wear off and become unengaging over time. Sometimes, it’s more important to shake things up a little and wake up your customers to something new.

Redesign your website with ultra violet headers or buttons. Create a new graphic template for your social media posts. Consider posting things that don’t actually contain your brand colors at all, but rather have a more modern and trendy outlook.

All of these tactics will help to freshen up your marketing and keep you on the move. It’s funny how something as simple as a color change can help us to look again at things we’ve seen a hundred times before – and view them in a new light. Grab the attention of even your most loyal customers, and help them rediscover your brand all over again.

It shows you are on trend

Using the Pantone Color of the Year in your marketing efforts demonstrates that you are on trend, current, and aware of your environment. It shows that your company looks out into the world, rather than only looking inwards.

At a time when customers are looking for brands to have social consciences and lead the way with innovation, it’s important not to get stuck in the mud. You want them to know that you are watching the trends and can utilize them quickly, rather than getting left behind by your competition. By its very nature, ultra violet is a color which is relevant for one year only. It’s hard to get more current than that.

Even the simple fact of changing things up by using a new color can help customers to see that you are someone that will take them places. Millennials don’t want to find a steady, reliable brand which will stay exactly the same for the next 50 years. They want new and exciting – just look at the popularity of the iPhone, a brand known for innovation, to see that.

Stay on trend, and you’ll see more interest, particularly from younger demographics. As millennials mature and become homeowners, business owners, and spenders, you won’t want to miss out on their custom.

Riding the wave of a trend is always a good way to help market your business and make it stand out from your competition, who may be slower to respond. When that trend is a bright and beautiful color suitable for all kinds of marketing, it’s a gift that you shouldn’t ignore. Make sure you’re using ultra violet in your brand messages as soon as possible.

Michael Brenner
Michael Brenner
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.
Showing 4 comments
  • Cheryl
    Reply

    How can you possibly write so extensively about a color without actually showing the color?

    • Michael Brenner
      Reply

      Oh my! Huge apologies Cheryl, there was an issue with the image. Fixing now!

  • Heidi Cohen
    Reply

    Michael–As a knitter who always checks the Pantone colors, I love the way you’ve transformed this marketing staple into useful content marketing. Happy marketing, Heidi Cohen – Actionable Marketing Guide

  • Betsy
    Reply

    This looks like good news for Marketo! 🙂

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