15 Dec How To Use Pantone’s Color of the Year in Your 2023 Marketing Strategy
WHAT IS THE PANTONE COLOR OF THE YEAR?
Pantone Colors have become a universal language, that businesses and companies infuse into their brand presence both in digital and print once the Pantone color of the year has been released.
Experts at Pantone search long and hard to get inspiration for their annual color of the year. They have been doing it for over 20 years and each year the color becomes more prevalent in marketers’ lives. The color chosen aims to show a relationship between culture and color. That color can bring people together in the good and in the hard times.
How is the Pantone Color chosen?
The process of coming up with the color of the year is not a walk in the park. The team at Pantone uses trend analysis as well as research and overall consideration for what is happening in the world. The global team works year-round to find the right color shade that sets the scene for the upcoming year.
It is supposed to tap into your emotions and bring you on a journey through the world.
The color we select to be our Pantone Color of the Year is bigger than one region or one sector of design. It is a color we see crossing all areas of design; a color that serves as an expression of a mood and an attitude on the part of the consumers, a color that will resonate around the world, a color that reflects what people are looking for, a color that can hope to answer what they feel they need. - pantone.com
WHAT IS THE MEANING OF THE PANTONE COLOR OF THE YEAR?
This year, the Pantone Color of The Year chosen was Viva Magenta (RGB: 183 60 88 + HEX: #B73C58). The idea was formed through the combination of Artificial Intelligence and human creativity. The slogan is “An unconventional shade for an unconventional time”
Viva Magenta descends from the red family, tapping into the bravery and fearlessness that the color red identifies with. Viva magenta is about turning the page and writing a new chapter (timely for the New Year, right?!). Viva magenta aims to show a balance between our digital and physical lives. A hybrid color if you will. Which fits perfectly with the new age of hybrid work environments.
3 WAYS TO USE VIVA MAGENTA IN YOUR 2023 DIGITAL MARKETING PLAN
Pantone’s color of the year as it relates to the business world “demonstrates that color is a major part of a consumer’s decision to buy something or not.” Here are 3 ways we recommend using Viva Magenta in your digital marketing this year.
Social Media
- Use Viva Magenta to catch your audience’s attention. Colors often evoke emotions and emotions are a huge aspect of a consumer’s decision making process.
- Share how Viva Magenta makes you feel and tie it in with your brand
- Try new things! Do A/B testing with different posts incorporating the color and see how well different ones do.
- Share how the hybrid nature of the color resonates with your company.
- When using the color in any form on a post, use hashtags relating to it as well. These can include #Pantone2022, #VivaMagenta, #ColorOfTheYear
Email Marketing
- Sprinkle the color into your email design. You can use it as a border, headline text color, linked text in your email copy, and as the background or text color on your call to action buttons in your email. (A little color can go a long way in your email marketing campaigns).
Website
- Switch up your website landing page for a new campaign with Viva Magenta aspects.
- In your next brand photoshoot, incorporate Viva Magenta in clothing, props, and background. Add these new brand images to your website to seamlessly incorporate Viva Magenta on your site.
- A/B Test button colors or linked text with Viva Magenta and assess your A/B testing using a heat mapping plug in
Are your wheels turning about how you can incorporate Viva Magenta into your marketing in 2023? We’d love to help you strategize and implement the Pantone of Color of the year into next year’s marketing plan. Contact Mountain Chic Creative, a full-service digital marketing agency to set up your complimentary marketing consultation and get ready to champion your brand.
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