Pantone has become a corporate icon thanks to its Color of the Year. For 2019, they decided to leverage that influence by using their color choice to discuss a greater topic than color: environmental preservation.
The VP of Pantone’s color consulting unit, Laurie Pressman, expressed that preserving nature was a hot topic, both in the sense that it is avoided heavily while also needing to be addressed. Pressman went on to explain that a coral-natured color was also a natural choice to represent this. Coral provides shelter and sustenance for marine life and also helps purify water. So they chose the color “Living Coral”.
This is not the first time that Pantone has dove into these waters. The Color of the Year for 2017 was “Greenery.” It represented a similar notion of environmental preservation and “going green.”
How this impacts the magazine industry:
Retail is the largest industry influences by the Pantone colors. Retail also makes up a significant amount of advertisements in the magazine industry. By proxy, that means a lot of Pantone colors in magazines. With Living Coral, that also means the message and general idea of environmental preservation will also pervade magazines.
Luckily, environmental preservation is huge in the magazine industry. From FSC paper to Print Releaf, there are numerous ways publishers can make their titles “green.” However, those efforts rarely have anything to do with editorial content or the ads within.
Having the ability to connect a publisher’s efforts with something as well known as a Pantone color provides branding opportunities. Leverage social media, editorial content, and other avenues of content distribution to piggyback on the topic and reap benefits that are normally much harder to achieve.
Details on “Living Coral:”
The Pantone Color Institute chooses a new color every year and has done so for over two decades. That color has become the color most likely to impact “product development and purchasing decisions” for the upcoming year. The 2019 Color of the Year is “Living Coral.”
Living Coral won, according to Pantone, because it “appears in our natural surroundings and at the same time, displays a lively presence within social media. Color is an equalizing lens through which we experience our natural and digital realities …”
To learn more about the 2019 Pantone Color of the Year, click here.
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