By Tia Nowack, Content Strategist
September 30, 2014
The psychology of color in marketing and advertising has been well researched and documented. But there’s more to it than just using colors that facilitate desired emotions and responses. It’s also about staying current.
Every year, Pantone, the well-known company famous for their proprietary color matching system, reveals the top color trends of the year. This spring, you may remember, Radiant Orchid was revealed as the 2014 Color of the Year. And beyond just a single color, the company also releases the top seasonal color trends. Below are the top hues of Fall 2014.
Using color trends in your marketing
Incorporating trending colors into your marketing can be a great idea. It shows that you pay attention to what’s on trend for consumers. Plus, color is an easy and inexpensive way to make what is old look new and fresh.
Some smart ways to incorporate color trends into your marketing include:
- Merchandising displays
- Print advertisements and internet marketing banner ads
- Social media and blog images
- Accents in your office entryway (pillows, vases, artwork, etc.)
- Promotional items like reusable shopping bags, t-shirts, caps or pens
Staying up-to-date on color trends is a great way to connect with existing and potential customers. Doing so will present your company as one that’s current and fresh, not out of touch. Also, if promotional items are cool and stylish, it’s more likely they’ll actually get used.
Tread carefully when it comes to trends
But remember, colors should not be thrown in haphazardly. If done poorly, incorporating new colors can look forced and confused. Or just plain ugly. Also, incorporating trendy colors should never infringe on brand standards. Don’t abandon your established color palate in favor of the latest trend, but look for ways to incorporate it into specific messaging where it makes sense.
Does your company incorporate seasonal colors into your marketing?