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Colors Of The Year – And How To Work Them Into Your Branding

The experts have spoken. Here’s what we have to look forward to every year!

Rose Quartz+SerenityRose Quartz and Serenity mark an interesting shift in Pantone’s highly anticipated picks. In recent years, deeper colors–whether jewel tones, like Emerald, saturated brights, like Tangerine, or more earthy hues, like Marsala–reigned supreme. The airy, dreamy feel of Rose Quartz–a pale pinkish hue–and Serenity–a pale blue/periwinkle–stand in stark contrast to those darker shades. While some may miss the richness of colors past, others welcome the opportunity these colors present to experiment with a softer, more whimsical feel. Here’s how to use them without disrupting your established brand color scheme.


Market A Promotion Or New Service/Product Offering

You don’t necessarily want to go all in on trending colors, as they can become dated fast. The easiest way to play with the shades du jour is to use them in the marketing materials for a seasonal promotion. That way, you avoid the commitment of a long term color overhaul but are still able to capitalize on the fresh, on-trend feel of Rose Quartz and Serenity. You can also test them out–you may discover the new hues resonate with new demographics.  

These colors could also be used in the marketing materials for a new product launch or service offering. Just make sure they fit the thing being offered. Rose Quartz and Serenity bring an element of tranquility to colors schemes, and call to mind feelings of wellness, connectivity and balance–great for brands where people are looking for those things.


Mind The Complementary Shades

Pantone provides a host of suggested shades to pair with rose quartz and serenity. In their words, “the engaging combo joins easily with other mid-tones including greens and purples, rich browns, and all shades of yellow and pink. Add in silver or hot brights for more splash and sparkle.”

Look through the complementary colors to see which are similar to colors already being used in your brand’s color scheme–these will be the colors you can use to create a visual bridge between existing branding and new branding. Keep in mind that different combinations will produce different “moods.” This is especially important if you see multiple hues from your brand’s color scheme in the complementary colors. For example, if your current company color scheme includes a mid-dark gray like Volcanic Glass or Granite Gray, you could ostensibly go with scheme 1 or 4. 1 feels a little more grounded and conservative, which 4 is breezier, more light and cool.


Use Texture

Texture is another way to create a bridge between your established brand colors and trend colors–or, to differentiate a new set of branding materials if your brand colors already included Rose Quartz of Serenity. Texture can be things like the metallic sheen Apple often uses with it’s logo, the “homespun” look of Panera’s logo, etc. This is especially big when considering how to blend in with your digital marketing look–even though many big brands, like Netflix, have “flattened” their logos recently, lots of other successful startup/local businesses incorporate textured elements into the online materials to help them stand out, and to send cues to the viewer. There are some great examples from small brands here.


Get Your Goodiesrz-2-pastel-1.jpg_promotional_personalized_pens_-penfactory.com

Alright–so you know what you want to use Rose Quartz and Serenity to promote and how to do so while still preserving a visual link to your established brand colors. Now, it’s time to create your promotional materials! This means a landing page for the promo or new service, brochures or flyers, and promotional office supplies or other goodies. Let’s face it–most of us aren’t too excited to pick up a flier, and with all the infinite material online, it can be hard to land on just one site. Promotional items offer sometime tangible, something people will use. Each time they see or use it, they’re subconsciously building brand recognition–so next time they see an ad with that logo, those colors, they’ll likely be a little more attentive, even if they aren’t immediately sure why. Plus, these colors come with pre-made marketing–the colors of the year are announced everywhere, so people are more or less primed to be interested in these shades alone. The Razor Pastel Promotional Pen is a great item to start with. Get it in pink or blue, and have it emblazoned with the logo for your company, new launch, or promo.