Symbolic of new beginnings, Pantone’s pick for the 2017 Color of the year is a fresh and zesty yellow-green shade called Greenery (PANTONE 15-0343 Greenery). Thought to evoke the first days of spring with renewing and flourishing foliage, the color signals consumers to take a deep breath, oxygenate, and reinvigorate.
The pick comes with political undertones and a shift away from the modernity of life including urban planning and technology submission, to one of physical beauty and the natural world. According to Leatrice Eiseman, Executive Direction of the Pantone Color Institute. “Greenery burst forth in 2017 to provide us with the reassurance we yearn for amid a tumultuous social and political environment. Satisfying our growing desire to rejuvenate and revitalize, Greenery symbolized the reconnection we seek with nature, one another and a larger purpose.” Pantone said in a press release that the selection of the color is symbolic and represents a snapshot of what is taking place in our global culture and is a reflection of mood and attitude.
While color associations and preferences may be too subjective to scientifically quantify, marketers tend to believe that color can influence emotions and attitudes. Color selection is tremendously important in branding. Choosing the right color builds brand character and can leverage the feelings and assumptions linked to the color to convey a consumer-facing message about the company, its products, and its unique value proposition. Beyond branding, color can be used in a variety of applications on a direct mail piece to improve response rates. Full-color images can capture a consumer’s attention with realistic depictions of advertised products. It can also be used to personalize messages by matching the color of pictures or text to the color of items the customer has purchased in the past. InfoTrends’ 2016 Customer Engagement Technologies: State of the Market survey reported that nearly 49% of consumers say that seeing color on an envelope had a moderate or major effect on their likelihood of opening it.
As we’ve discussed in a previous post, color plays pivotal role in a printed communication’s ability to improve brand perception, emphasize important information, and direct readers to a desired action. There is solid evidence that color printing has a positive influence on response rates and that its use can be cost-effective. Although color printing offers many benefits, its use should be paired with other best practices to achieve the best returns, including personalized and targeted messaging, strong design, well-planned campaigns, and effective list management. How will you use Greenery in 2017 to reinvigorate your brand or bring vitality to your promotions?
Refreshing Color of the Year for New Beginnings in 2017
Image via pantone.com