Color Psychology and What It Means for Your Business

December 30, 2021 / Digital Marketing

Color is powerful. Just how powerful is evident in the annual announcement of the Pantone Color Institute’s, Color of the Year. Last year, we saw two colors chosen, an anomaly being only the second time since the program started in 2022. However, the Pantone Institute created an entirely new color for 2022—the first time in the program’s history.

The 2022 Color of the Year was announced earlier this month as Very Peri (PANTONE 17-3938). The red-violet-infused blue hue is meant to encourage individual innovation and creativity; the very creation of this color speaks to the essence it represents. While it inspires us to explore beyond personal and physical boundaries, it also signifies the growing influence of the digital world, with the blue tone representing the blue hue of the digital screen.

“As we move into a world of unprecedented change, the selection of PANTONE 17-3938 Very Peri brings a novel perspective and vision of the trusted and beloved blue color family, encompassing the qualities of the blues, yet at the same time with its violet red undertone, PANTONE 17-3938 Very Peri displays a spritely, joyous attitude and dynamic presence that encourages courageous creativity and imaginative expressions.” Leatrice Eiseman, Executive Director of the Pantone Color Institute

Why Does It Matter?

Color psychology proves how vital color is to the human experience. It directly impacts how we feel and communicate, whether we realize it or not. Through the psychology of color, Pantone’s Color of the Year finds its influence—whether in fashion, design, marketing, technology, etc. Color sells and impacts what we buy. Consider Apple and the various colors offered in their products, from the latest iMac to the iPhone. Even when we buy a car or a pair of shoes, we’re influenced by the colors that make us feel good. It correlates with a study by the Color Marketing Group, where they found that color influences buying decisions of up to 85% of consumers. It matters because it’s important for businesses to understand and anticipate the impact of color on their customers in the coming year and plan accordingly.

Aside from color psychology, the release of the Color of the Year has a cult following and excitement that surrounds it, showing just how influential it is in our everyday lives. Understanding the importance of the Color of the Year to society as a whole and the timeliness of it with the anticipated trends for the year is beneficial in communicating with customers effectively.

How Can It Be Used?

Pantone’s release of Very Peri is a forecast of the upcoming color trend(s) used in consumer products for 2022. It’s not meant to suggest that businesses should replace colors in their logos or brand palettes. However, there are companies with a brand identity and design based on the Color of the Year, who then update accordingly. Regardless, there are ways to take advantage of this new color without impacting your brand.

The color Very Peri can be incorporated into campaign ads in subtle ways to emphasize certain parts of a design, drawing your customers’ attention and encouraging them to react. You can incorporate the color in the design of social media posts along with the messaging, while ensuring to hashtag appropriately for extra exposure. Any promotional products or apparel you purchase for your company, customers, or employees could also benefit from Very Peri without impacting your brand identity. 

What Does It Mean for You?

Consider the effectiveness of the Color of the Year and how your business can stay on-trend and incorporate Very Peri into your company’s initiatives. If you need some support and guidance, at Strategic Factory, we have creative experts on hand to help with design, marketing experts to assist with your social media posts and ads, and promo experts to offer solutions for your product and apparel needs. Our team can help you use your brand colors to be impactful and encourage your customers to take action while also staying current by incorporating the latest Pantone color.

Make sure to be on the lookout for Very Peri in the products and ads you come across every day over the course of this coming year. At the very least, offices and the internet alike are abuzz with chatter about a new trend in the world of color, which proves it’s doing exactly what it was meant to do.