22 January 21
Colors in branding do matter. As a brand, delivering a strong connection with your customers is crucial. Faber Birren explained in his book titled "Color Psychology and Color Theory" that there is a connection between colors and human's state of emotion. Different colors ignite different reactions. As for branding, brands can consider the color of the year, who expresses the mood of the market. Since it is related to customers, brands need to be aware of their color choices, choosing colors that communicate their characters and appropriately capture their audiences.
In today’s branding, Pantone Matching System (PMS) is the standard to define the visual of logo and brand identity. Since 2000, every year in December, the Pantone Color Institute has released the Pantone Color of the Year. Its purpose is to become a trendsetter concept for branding, marketing, and creative industry. For the year of 2021, Pantone announced the color of the year is Pantone 17-5104 Ultimate Gray and Pantone 13-0647 Illuminating.
The Executive Director of the Pantone Color Institute, Leatrice Eiseman, described the two colors as expressing a message of positivity with a touch of fortitude. The colors combination communicates hope and resilience as well as encouragement. The Ultimate Gray indicates practical and rock solid while the vibrant yellow Illuminating shows warmth and optimism. Like Cortney Novogratz, designer from The Novogratz based in Los Angeles, stated, “yellow makes you happy and gray is the perfect neutral.”
As one of the leading branding agencies in Indonesia, Milestone will help you decide suitable colors to convey your brand’s personality in building a positive experience for your customers. Consistency in the color scheme for brands brings out their identity in the market, which will lead to trust and loyalty from the customers.