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Pantone’s Guide to Communicating with Color. 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.

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Pantone’s Guide to Communicating with Color

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Pantone’s Guide to Communicating with Color


  • 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


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


  • 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


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


  • 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


  • Infants as young as 2 months prefer colored objects to non colored objects

    • Red and blue are the most preferred


  • 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


Red

Exciting

Provocative

  • Red is connected to excitement and high energy

Stimulating

Dynamic

Sexy


Red

  • From negligees to sports cars to food, red literally turns you on

  • It is un- ignorable, aggressive, demands attention


Red

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


Red

  • Statistical facts show that red vehicles get more tickets

  • Tone it to a burgundy and it seems expensive, rich, refined, elegant


Pink

YouthfulHappy

SweetRomantic

  • Vivid hot pinks have the same high energy as red, they are seen as youthful and wild


Pink

  • Vivid pinks are best for trendy products like toys and plastic novelty goods

  • Bubble gum pinks look immature and artificial


Pink

  • Vibrant pink are a favorite of the cosmetic industry

  • Light pink is romantic, feminine


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


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


Orange

Energizing

Tangy

Inviting

Friendly

Vital


Orange

  • Temperature-wise orange is seen as the hottest of all colors

  • Associated with glowing sunsets and autumn breeze


Orange

  • Vivid orange should not be taken seriously, playful, happy, childlike

  • Has the some of the drama of red but the cheerfulness of yellow


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


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


Yellow

LuminousEnlightening

WarmingSunny

  • Associated with the splendor and heat of the sun


Yellow

  • Identified with imagination and enlightenment

  • Cheerful

  • Mellow

  • Energetic


Yellow

  • Some shades are described as delicious

    • Banana cream, custard

    • Used in foodservice areas, food products, linens

    • Lemon yellow is associated with citrusy tastes


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


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


Brown

RichRustic

Sheltering Wholesome

Durable

Ultimate earth color, promotes stability


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


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


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


Blue

Serene

Dependable

  • Associated with sky and water

Cool

Quiet

Constant


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


Blue

  • Blue makes us feel calm

    • This is why the healthcare industry uses blue scrubs, waiting and exam rooms


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


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


Green

Healthy

Nature

Fresh

Clean

Refreshing

Soothing


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


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


Green

  • Consumers often find mint green refreshing

  • Bright green is associated with grass and the first buds of spring, suggesting renewal


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


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


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


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”


Purple

Sensual

Elegant

Spiritual

  • Regal

  • Glorious, yet complex. Preferred by very creative and eccentric types

Mysterious


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.


Purple

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


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


Neutrals

Classic

Quiet

Natural

  • Timeless

  • Classified as achromatics, which literally means without color

Quality


Neutrals

  • Imparts a message of dependability

  • Described as monotones

  • Like the rock of Gibraltar and the Pyramids they are seen as timeless, solid, enduring


Neutrals

  • Neutrals are used whenever those classic timeless durable qualities are important whether it is interiors, clothing or other products


Neutrals

  • Regarded as safe and non-offensive. They will not date a product because they are always in style.


Neutrals

  • Light to medium grays are recommended for color matching because they are so neutral.

  • As grays approach black they start to take on black’s power and presence, but they are never as threatening or overpowering as black


White

Pure

Innocent

  • Imparts purity and simplicity

Bright

Lightweight

Pristine


White

  • White is a brilliant color so it works well as a contrast, and for packaging

  • Great for infant products or products involving hygiene and health.


White

  • The ultimate contrast to black

  • In print and packaging it gives a very plain, generic impression

  • Off white are more friendly, creamy white and vanilla white are good for dinning areas and food packaging. They suggest light, pleasant scents and taste.


Black

Strong

Mysterious

  • Associated with night, impenetrable

Classic

Powerful

Elegant


Black

  • More positive associations then in the past

  • Still associated with mourning, gives it a somber attitude


Black

  • Most people see it as sophisticated, limos, black tie events, polished granite, expensive leather


Black

  • To much black can be over kill

  • Black can give the message of strength, power, potency


Black

  • Makes things appear larger and heavier, this is good for things like appliances or other expensive equipment

  • But a black airplane or boat would not be a good idea


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