Pantone’s Guide to Communicating with Color

1. Pantone’s Guide to Communicating with Color

2. Of all the forms of non verbal communication color is the most instantaneous method of communicating messages and meaning. • Our very survival depends on the ability to identify necessary objects and or warnings

3. Color stimulates and works synergistically with all of the senses symbolizes abstract concepts and thoughts, expresses emotion and expresses thoughts

4. Color is a vital key in communicating a positive, enticing irresistible product • Color is often called the silent salesperson • Color must immediately attract the consumer’s eye, convey the message of what the product is about, create brand identity and help to make the sale

5. Color is Persuasive • Consumers are generally unaware of the pervasive and persuasive effects of color • The psychological effect is instantaneous as color stimulates the senses and exerts its power of suggestion • The power of color is seen in corporate identification, and logos, signage, advertising on television, billboards, in print media and packaging

6. In the grocery store isle your eye rests on a package for approximately .03 seconds • The products needs stand out and appeal to the eye, once it gets your attention it must convey the value of the goods • With thousands of products to choose from the clever use of color can make or break a sale

7. Infants as young as 2 months prefer colored objects to non colored objects • Red and blue are the most preferred

8. For teens using the “in” colors is very important, it can convey status and recognition • Color is a great way to be outrageous • This is the age group that is intensely trend driven, so it will benefit designers to be aware of color direction and forecasts

9. Red Exciting Provocative • Red is connected to excitement and high energy Stimulating Dynamic Sexy

10. Red • From negligees to sports cars to food, red literally turns you on • It is un- ignorable, aggressive, demands attention

11. Red • Consumers see red as passionate, provocative, exciting, dynamic, sexy, seductive

12. Red • Statistical facts show that red vehicles get more tickets • Tone it to a burgundy and it seems expensive, rich, refined, elegant

13. Pink YouthfulHappy SweetRomantic • Vivid hot pinks have the same high energy as red, they are seen as youthful and wild

14. Pink • Vivid pinks are best for trendy products like toys and plastic novelty goods • Bubble gum pinks look immature and artificial

15. Pink • Vibrant pink are a favorite of the cosmetic industry • Light pink is romantic, feminine

16. Pink Sweet smelling in cosmetics, perfumes and bath products • Before it even hits the tongue pink is seen as sweet tasting and sweet smelling in food products

17. Pink • Rosy pink are seen as healthy • A rosy glow can make any skin color look healthier • Used often for salons, spas and cosmetic or health products packaging

18. Orange Energizing Tangy Inviting Friendly Vital

19. Orange • Temperature-wise orange is seen as the hottest of all colors • Associated with glowing sunsets and autumn breeze

20. Orange • Vivid orange should not be taken seriously, playful, happy, childlike • Has the some of the drama of red but the cheerfulness of yellow

21. Orange • Great color for toys or games • Not good to convey a serious message • Negative association come with fluorescent, neon orange, can be seen as cheap

22. Orange • Can stimulate the appetite, usually sweet tangy • Lighter shades of orange such as peach, coral apricot and melon are used for heath care product and food packaging

23. Yellow LuminousEnlightening Warming Sunny • Associated with the splendor and heat of the sun

24. Yellow • Identified with imagination and enlightenment • Cheerful • Mellow • Energetic

25. Yellow • Some shades are described as delicious • Banana cream, custard • Used in foodservice areas, food products, linens • Lemon yellow is associated with citrusy tastes

26. Yellow • Most yellows are creamy and warm • The yellow greens are not very popular, the more green it gets it becomes associated with tart acidic tastes

27. Yellow • Of all color combinations in nature yellow and black is the un-ignorable, because of its ancient associations with danger • This makes it a great combinations for powerful messages, industrial strength heavy duty products

28. Brown RichRustic Sheltering Wholesome Durable Ultimate earth color, promotes stability

29. Brown • Brown is often revitalized in cost conscious periods because of its association with durability • Brick, tan, clay and terracotta are seen as very earthy • Some consumers associate brown with dirty, this has been problematic in the fashion industry

30. Brown • Brown has earned greater respect recently with the use of colors like coffee and espresso in expensive interiors • In the Interior industry brown environments give the feeling of stability

31. Brown • In the food industry brown breads, brown rice and other brown grains are seen as healthy, wholesome and organic • Brown also represents luscious chocolate

32. Blue Serene Dependable • Associated with sky and water Cool Quiet Constant

33. Blue • The ocean has never disappeared and the sky has never fallen. Because of its association with these elements blue inspires confidence, is trustworthy and reliable • Blue is ideal for products that want to send this message

34. Blue • Blue makes us feel calm • This is why the healthcare industry uses blue scrubs, waiting and exam rooms

35. Blue • Blue is an excellent color to help with concentration or to help meditation • Darkening any color with black invests that color with power. Navy blue is the most serious and powerful of all blues, often used for uniforms

36. Blue • Brilliant blues can be dynamic, dramatic, engaging and exhilarating • Blue is rarely used for food packaging, but is used for trendy products and designer water

37. Green Healthy Nature Fresh Clean Refreshing Soothing

38. Green • Blue greens and aqua are especially appropriate for personal hygiene and beauty products, they impart a soothing quality and are flattering to every skin tone

39. Green • Many shades of Green are associated with nature • Green does not clash with any color, think red roses, yellow daises, purple crocuses, bluebells and marigolds • Green can often be used similarly to a neutral color

40. Green • Consumers often find mint green refreshing • Bright green is associated with grass and the first buds of spring, suggesting renewal

41. Green • Deep greens are associated with money and prestige, give the feeling of stability and strength. This is a great color for promoting banks, lending institutions and credit cards where prestige and security are factors

42. Green • Yellow greens are associated with nausea and illness so they are not recommended for healthcare, dining areas, boat or airplane interiors, or products and packages in those environments

43. Green • Olive green does not do well unless it is combined In an interesting, complex way, then it appeals to upscale buyers, especially if you give it a fancy name like verdant moss

44. Green • The best green to use around food are vegetable colors like spinach, broccoli or lettuce. We are used to those colors so they are not offensive when it comes to food • Great color for foodservice, dining areas, food packaging and so called “healthy foods”

45. Purple Sensual Elegant Spiritual • Regal • Glorious, yet complex. Preferred by very creative and eccentric types Mysterious

46. Purple • Purple is both sensual and spiritual A blend of the excitement and sexuality of red and the tranquility of blue, the red makes it an attention getter yet the blue is more controlled.

47. Purple • Has a futuristic quality and is a good representation for cutting edge technology products

48. Purple • Gray undertones lends more sophistication to purple. Just as pink is a diluted version of red, lavender is the softer side of purple. • Soft purples like lavender and berry shades are associated with sweet scents

49. Neutrals Classic Quiet Natural • Timeless • Classified as achromatics, which literally means without color Quality

50. Neutrals • Imparts a message of dependability • Described as monotones • Like the rock of Gibraltar and the Pyramids they are seen as timeless, solid, enduring