Pantone‘s recommendations influence retailers and consumers all over the world. Its colour of the year finds wide recognition and acceptance in global retail industry. But how do they decide if “greenery” or “earth” will become the trend colour? Carola Seybold is Director Business Development at Pantone and knows all about the effect of colours.
What are the criteria that determine a colour to become the colour of the year?
A Pantone Colour of the Year has to fulfill the following important criteria:
- it has to be globally acceptable – from the name as well as from the colour
- it has to reflect the zeitgeist from a political, economical, social and ecological point of view
- it expresses a mood by colour to show, what is going on in our world in the next 12 months!
How does it influence retailers and customers and how do you achieve international recognition?
Retailers and customers, who are working close related to trends, have this colour set up somewhere in their colour range already. The Pantone Colour of the Year is always one of our forecasted colours of the upcoming colour palettes. So the only reason, why it becomes suddenly more visible is, that all retailers and customers high-lighten this colour more and bring it into attention of their consumers.
It is the emotional aspect, the background story and meaning, which we create with this specific Pantone Colour of the Year, that lets the Colour “fly”! It gets this international attention through the growing desire of consumers to get more guidance in colour choice and looking for more emotional entertainment around shopping decisions.
The worldwide web with people’s desire to exchange interesting stories helps a lot to get this huge recognition around the world.
For retailers it is quite impossible to change the interior of their stores according to each trend-colour of the year. How can they involve such trends anyway?
You can easily share such trends with having regular colour changes in focus walls as an example. Every retailer is forced to get more entertainment in the shops anyways. Why not defining a focus platform, on which you can play with trends? And painting a wall can be done overnight!
Also flyers, catalogues, newsletters, e-blast, social media channels of retailers can be fully coloured with the Pantone Colour of the Year or includind background stories, can be a an easy way to convert the idea!
Thank you very much for the interview!