In recent years, Pantone has been declaring a “color of the year,” which is supposed to be some sort of indicator of what will be popular in the year ahead.
For 2022, Pantone’s color of the year is “Very Peri.” This is supposed to represent “a carefree confidence and a daring curiosity that animates our creative spirit.” But let’s be real: this color is a joke.
If you’re anything like me, you’re probably sick of seeing the same colors every year. You know the drill: a new year brings a new color, and everyone goes crazy for it.
But have you ever stopped to think about why this happens? Is it really because Pantone, the company that decides these things, is so in touch with what we’re feeling? Or is it because they’re just trying to sell us something?
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A marketing ploy by Pantone
In December of each year, Pantone announces the Color of the Year that will dominate graphic design, fashion, and product development in the upcoming year.
For 2022, Pantone has chosen a fine shade of “dynamic periwinkle blue hue with a vivifying violet-red undertone” called Very Peri, meant to represent humanity embracing an “altered landscape” after an intense period of isolation, and “opening up to a new vision as we re-write our lives”.
But not everyone is feeling serene about the selection.
According to Yanko Design, the term “Color of the Year” in itself sounds misleading.
Like cultural appropriation, ‘color appropriation’ is nothing more than borrowing a color and its emotional aspects and marketing it for economic gain.
After all, how can one color be the “color of the year”? It’s a completely arbitrary choice that means nothing in the grand scheme of things. And it’s not like Pantone is coming up with some groundbreaking new color that we’ve never seen before. They’re just repackaging existing colors and calling them something new.
So why do they bother? Well, it’s all about generating hype and getting people talking. And it seems to be working, since everyone is always eager to see what Pantone’s latest color will be. But at the end of the day, it’s all just a marketing gimmick.
The color is chosen based on Pantone’s opinion – not yours
As a design professional, you may think you have strong opinions about color.
But when it comes to what color is used in your designs, it’s not your opinion that matters – it’s Pantone’s.
That’s because Pantone is the world-renowned authority on color, and their opinion carries a lot of weight in the design world.
So if you’re ever questioning what color to use in your designs, remember – it’s not about what you think looks good, it’s about what Pantone thinks looks good.
After all, they are the experts on color, and their opinion should be the one that counts the most.
But that doesn’t mean that you have to blindly follow Pantone’s recommendations. In fact, you shouldn’t.
While Pantone’s opinion can be helpful, it’s important to remember that ultimately, the decision of what color to use should be based on your own preferences.
How the Pantone color of the year affects consumers
First, it encourages people to buy products in that particular color. For example, if the color of the year is green, you’ll see a lot more green clothing and home decor items in stores.
Second, it creates a sense of urgency and FOMO among consumers who feel like they need to buy something in that color before it goes out of style. People see everyone else wearing or using products in the trendy color and they want to join in.
Finally, it can influence the way people view and perceive colors in general. Many people use the color of the year as inspiration for their own personal style, whether it’s adding a few accents in that shade to their wardrobe or painting their nails with the latest trendy polish.
Conclusion: the Pantone color of the year is not worth your time or money
Pantone’s color of the year may not be worth your time or money. The color, which is supposed to be representative of the current zeitgeist, is often not well-received by the public. In fact, many people have been critical of the past few years’ selections.
Some have even gone so far as to say that the whole concept is a marketing ploy designed to get people to buy into a trend that will soon be forgotten. And while it’s true that the color of the year doesn’t always end up being hugely popular, it’s also worth noting that it’s not always an expensive investment either.
So if you’re on the fence about whether or not to take part in this year’s Pantone craze, know that you’re not alone.