The color experts at PANTONE release their choice for Color of the Year annually, but the choice isn’t an arbitrary one. The selection process takes into consideration a broad spectrum of factors from projected fashion design trends to economic projections and general state-of-the-industry considerations. Described as lively, radiant, and lush, Emerald is a verdant green chosen for 2013 because of its psychological profile—enhancing sense of well-being and security and promoting balance and harmony.
According to Leatrice Eiseman, executive director of the PANTONE Color Institute, “Green is the most abundant hue in nature—the human eye sees more green than any other color in the spectrum. As it has throughout history, multifaceted Emerald continues to sparkle and fascinate. Symbolically, Emerald brings a sense of clarity, renewal, and rejuvenation, which is so important in today’s complex world. This powerful and universally appealing tone translates easily to both fashion and home interiors.”
For more than ten years, PANTONE’s Color of the Year has influenced product development, packaging, and graphic design. PANTONE 17-5641 Emerald can be cross-referenced to all PANTONE libraries including PANTONE PLUS for graphic design. Check out this graphic from PANTONE for Emerald’s complete color technical specs:
Color of the Year as a marketing tool for your business
A powerful marketing tool for PANTONE, printers can use the Color of the Year as a marketing tool, as well. PANTONE has prepared a suite of marketing products from posters to mugs to iPhone cases designed to spark Color of the Year conversation. Using some of these tools to spark conversation with your clients can serve dual purposes.
First, it’s an easy to translate example of your level of industry knowledge. Sometimes jargon in the printing industry is confusing, but everyone understands the concept of a color of the year. While waxing poetic on the virtues of advancement in hot stamping technology might cause eyes to glaze over, the concept of color trends is much more mainstream.
Second, once the conversation is opened about using the Color of the Year in product design, it’s time to start considering places to use the Color of the Year in materials you print for your clients. This can be the ideal time to pitch a new brochure, poster, flyer, or post card concept integrating the new color.
To read more about the 2013 Color of the Year and to find marketing and informational resources about maximizing the impact of Emerald on your business this year, visit PANTONE’s Color of the Year page.
How do you feel about color trends and their impact on independent printers? Are they an innovative marketing angle or too transient to make an impact? Do your customers know about the Color of the Year? And if they don’t, would it interest them? Share your thoughts in the comments section below.