The past couple of years have been difficult to say the least. In 2021, Pantone’s colors of the year represented the bleak times and our hope for change with ultimate grey and illuminating. Similarly, Pantone’s color of the year for 2022 is a reflection of how many people’s outlooks have evolved, and how the world has evolved during the coronavirus pandemic.
Periwinkle – Very Peri
On the surface periwinkle can look like a soft blue-ish purple hue, but to create periwinkle, the shades of blue that are often associated with trust and stability need a vibrant red undertone. Very Peri represents the transition both individuals and society has undergone as the world around us changed at a fast pace due to coronavirus. To survive the initial global changes of the pandemic, many of us needed to maintain a level of steadiness to handle the turmoil. Now, as we’ve adjusted and adapted, and as we turned to new hobbies and digital creativity in our downtime, it’s as if society has been recharged. Our attitudes at the beginning of the pandemic could be represented by the color blue, our creative energy could be represented by the color red, and in the present day this change can be represented by the color periwinkle.
Psychology of Color in Marketing
In marketing, colors are very powerful, and they can influence how you view an organization. This is because colors can evoke emotions and help you form your opinions.
Here’s a basic breakdown of color psychology, so you can create marketing materials that strike the right emotion.
Red: Energy, love, strength.
Yellow: Happiness, warmth, intellect
Green: Nature, healing, growth
Blue: Trust, stability, loyalty
White: Honesty, purity, cleanliness
Black: Power, sophistication, mystery
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