We’ve discussed the importance of color before but it bears repeating. Color can make a huge difference. Fashion designers know this. Makeup artists know this. And most relevant to us, marketing managers and graphic designers know this. Before any of these artists design anything, from a gown to a color palette to a corporate identity, they consider the impact different colors have on consumers.
Spring is in full bloom. Have you done your annual spring cleaning? Even if you haven’t done so physically, this would be a good time to look at your lifecycle marketing materials and see if they need a spring makeover. Are you still using the same colors as last year and the year before? If so, you’re probably due for a change. Are you taking full advantage of color in your marketing and transactional documents? A recent Pitney Bowes study found that 69 percent of the study participants were more likely to open an envelope with color or graphics on the front than those without. People naturally gravitate to colorful products.
The Pantone Color Institute certainly knows about color. And the effects different colors have on people. The Pantone Fashion Spring Color Report for 2014 is out. According to Leatrice Eiseman, Executive Director, Pantone Color Institute,® “This season, consumers are looking for a state of thoughtful, emotional and artistic equilibrium. While this need for stability is reflected in the composition of the palette, the inherent versatility of the individual colors allows for experimentation with new looks and color combinations.”
Listen to the experts. Experiment with a new color combination and see where it takes you.