Before you take off for greener pastures tomorrow, take the time to read this colourful memory. What you will find in this post: a bit of recent history, a short analysis, some marketing tips and a glimpse at my work, all on green screen of course!
At the turn of the 21st century, colour specialist Pantone launched an initiative that was soon to become an authority in design and marketing: the announcement of their colour of the year. Every year since then, this American company has called in experts from all around the world to determine the most representative hue for the year to come.
Go green in 2017
The choice of 2017 caused much (green?) ink to flow. Greenery (see above) is a bold green. It is a positive and refreshing color, which echoes the need for a more durable lifestyle, free from short term imperatives. It combines a reference to the ecological challenge of the century and one to nature as an escape from an overly connected lifestyle. Pantone Color Institute vice-president Laurie Pressman told Forbes:
« There’s a growing desire to reconnect with Nature and what is real and find ways to disconnect from technology. We need a break. We need to stop and breathe. [Greenery] is about unity and community—connecting to oneself and others and a higher purpose, Nature. »
2017 is clearly meant to be zen and organic: matcha tea, avocado, Granny Smith… Though Pantone insisted on the positive connotation of Greenery, it is also the green of the Mask, the Grinch or radioactive substances as we imagine them. Laurie Pressman also commented on this sour side:
« This [colour] wasn’t meant to be soothing. This was meant to be bold. We’re living in a time where your voice needs to be heard. »
Because it has a lot of yellow in it, Greenery tends to be an assertive colour. There is a reason why civil rights and environmental movements adopted Greenery in the sixties and seventies. And the multiple messages this colour has conveyed may come in handy in your marketing.
MOO’s tips, translated by myself
Shortly before 2017, the MOO team had analysed the various possibilities and limitations offered by Greenery. The resulting post contains precious tips which I enjoyed translating and that I happily share with you today, for the second half of the year…
If you were planning on rebranding during the summer or simply if you wanted to catch up on your marketing culture, have a look at the article in French or in English. Beyond the Greenery fad, MOO’s tips are applicable in the long term!