Each and every year, Pantone have awarded one lucky colour, “colour of the year.” It is a pretty big deal; it’s like saying to this colour – you represent the future, the hope and we ruddy well hope you help us shift some more stock in 2017….and this year’s winner was green.
Green has a pretty banging rep as colours go. Think of all the associated phrases – ”
getting the green light,” “going green,” – active, forward moving phrases. It’s a colour that pushes forward. Not only that, but because it takes up a larger portion of the spectrum of colours visible to the human eye than any other colour – one type of green can have a totally different effect depending on who’s viewing it.
So now I want you to close your eyes (wait…not quite yet) and imagine the colour green; all the different connotations that spring to your mind. (OK, close them now.)
Well, what did you think about? Before writing this blog, I did this same exercise, which was not particularly difficult, given the latest addition to the Hutching clan, a beautiful baby girl who has yet to learn the art of sleep. And I thought of nature, of fresh and vivid fields, of a fresh start, of eco-friendly, of the environment. It was a pleasant, dreamful sort of daydream. I actually think that Pantone has excelled in choosing the colour green this year. Because, after the trials and tribulations of 2016, I reckon we could all do with some calm and serenity.
It’s also a nice alternative to blue, which is admittedly, in one of its forms is the colour of my very own branding, which in my not so humble opinion is bang on, it doesn’t detract from the fact that a number of brands use blue for their own branding. I reckon we’ll see a number of corporates, health, tech and food brands use this colour moving forward into 2017, especially as we move into a far more environmentally conscious society.
Green is by no means a colour that’s new to branding. McDonalds, WholeFoods and Spotify already use the colour to great effect. For WholeFoods, a store catering specifically to people named Edward or Poppy and selling expensive gluten free, vegan friendly food, green is a natural choice; a reflection of their organic and wholesome ethos. Interestingly, McDonald’s decision to shift away from their iconic red and yellow colours to a far more neutral green in 2009, was a tangible reflection of their need to be seen as a far healthier brand. Clearly their marketing team (and I don’t think they’re wrong) felt that green matched harmoniously with a brand that wanted to be perceived as, healthy and environmentally friendly.
Poignantly, Spotify’s the only brand in this list that’s not a food and drink brand. But, rather a tech brand, my personal raison d’être, and I think it’s interesting that they’ve opted for green. A colour, that as we have seen, is associated far more with the food & drink or health & wellness industry. I actually think Spotify are leading the way with their use of green – making them seem young, friendly and vibrant it is a case for some extremely compelling brand. And I reckon as we move into 2017 we’ll see far more tech brands adopt this colour scheme as they look to be seen as eco-friendly, unique and energetic.