Pantone如何品牌颜色并建立了崇拜的关注

如果您最近购物，您可能会注意到颜色选项的一些更改。

Everything from sweaters to couches to kitchen accessories are awash in soft shades of pink and blue -- specifically Pantone 13-1520 and Pantone 15-3919. These two palettes, Rose Quartz and Serenity, werenamed Pantone’s Colors of the Year in December。

This annual announcement, beginning in 2000 when its chosen hue was Cerulean, is the brand’s version of trendspotting and prediction as the authority on all things color, and it has been increasingly a highly marketed and media-covered event, spurring retailers and consumers to reconsider the selected shade.

As Kyle Stock wrote in彭博，“ Pantone有效地成为了Anna Wintour对更广泛的时尚世界的颜料：潮流引领者，Part Enforcer。”

What was once a solely utilitarian product for designers and printers, Pantone’s color chips have gained a cult following from design-minded individuals who are accustomed to bloggers distilling weddings and apartments and evenmovies进入相应的调色板。

Apparently, the language of color is one we can all understand.

The History of Pantone

Pantone成立于1950年代，最初是为化妆品公司生产的颜色卡。年轻的化学家劳伦斯·赫伯特（Lawrence Herbert）认为，该公司的流程可以解决一个更广bob全站app泛的问题：缺乏颜色标准化。没有语言可以交流和复制颜色。没有一致性，这在图形行业引起了大量的返工和重印。

Consider this: Would National Geographic’s iconic yellow border have become so memorable if February’s edition looked more chartreuse while April’s border was tinted a shade of mustard?

Seeing the opportunity, Herbert bought the company in 1962 and forwent medical school to focus on creating a color system now known as the Pantone Matching System (PMS), which began as 10 standardized colors and today consists of more than 10,000.

These colors chips, printed in the recognizable fan book format, give designers and printers the tools to communicate about something color -- something most people perceive differently. Pantone created a common language whereby designers, artists, printers, and clients could definitively choose Pantone 212 C, not 213 C or 205 C, and then printers would know how much of14 different pigmentsthey should add to create that exact color.

But the brand didn't stop at creating new combinations of yellow, blue, purple, red, etc. Pantone recently created color standards for the fashion and interiors industry, has a consultancy practice whereby its works with brands, produces color trend forecasting guides, and has launched itself as a lifestyle brand -- owning a Pantone-inspired product is just another way for a person to show her appreciation of good design.

How Pantone Branded Color

Pantone作为最著名的色彩标准公司的出现 - 是的，有竞争对手 - 部分是由于其行业的寿命。bob全站app但这也是因为品牌的智能营销播放，Pantone的发展远不止于创建和匹配颜色的科学。该品牌采用色彩心理学家和色彩经济学家，他们解释了颜色应该唤起的感受，而不仅仅是它们的化学构成。

Pantone Color Institute的执行董事Leatrice Eiseman，向纽约时报in 2007 on that year's selection: “Blue Iris brings together the dependable aspects of blue, underscored by a strong, soul-searching purple cast. Emotionally, it is anchoring and meditative with a touch of magic.”

This year's selection was released withthis statement: "As consumers seek mindfulness and well-being as an antidote to modern day stresses, welcoming colors that psychologically fulfill our yearning for reassurance and security are becoming more prominent. Joined together, Rose Quartz and Serenity demonstrate an inherent balance between a warmer embracing rose tone and the cooler tranquil blue, reflecting connection and wellness as well as a soothing sense of order and peace."

它继续说：“在世界许多地方，我们正在经历与时尚有关的性别模糊，这反过来又影响了整个设计领域的色彩趋势。”

Source:潘通色卡的Instagram

This yearly marketing event is not just about the company showing off its ability to forecast trends in color selection, but also about its ability to understand how societal changes are influencing our visual preferences. While this may seem like a leap, it has played well with the media and partners such as photo-editing app Aviary, which release Rose Quartz- and Serenity-colored filters when the selection was announced.

But beyond this yearly event, Pantone has found unique and memorable ways to solidify its relationship with designers and garner the adoration of those outside of its target market with licensing deals and quirky products. Here are 10 other interesting examples of marketing from the master of color:

1）Pantone赃物

Pantonehas capitalized on its own brand -- that rectangle of color with a black text over a white band -- by creating its own line of products. These include everything fromfolding chairs到ornaments到iPhone cases。

2) Tiffany Blue

While many think of Audrey Hepburn eating breakfast in pearls and black evening gloves in front of Tiffany's Fifth Avenue store, the more prevalent image is not an image at all, but a color.

谁比Pantone更好地混合和标准化所有这些小蓝色盒子的颜色？Tiffany＆Co。的标志性Robins-Egg Blue实际上是PMS编号1837（该品牌的成立年份）。Pantonecreated the custom color for the brand, which is trademarked and not available in any fan book. It remains one of the most well-recognized brand-color associations in the world.

Source:Tiffany & Co.

星巴克的绿色，爱马仕橙色，克里斯蒂安·卢布丁（Christian Louboutin）鞋底的红色和可口可乐的红色都是商标保护下的Pantone定制色彩。

3) Sephora-Pantone Universe Color of the Year Collection

Going back to its roots in cosmetics, the brand partners with Sephora each year to create a custom makeup palette so anyone can enhance their look with the color(s) of the year.

4) The Pantone Hotel

Need a vacation to refresh and recharge your creative powers? You can do so surrounded saturated, bold, and pastel color swatches at the Pantone Hotel in Brussels.

A Pantone licensing venture allowed for this inspired hotel hideaway that hasa gift shop full of Pantone-inspired products以及可用于色彩教育和颜色心理学课程的顾问。

Source:Fast Company

5) Instagram

只有颜色语言的创建者对于最大的基于视觉的通信者网络来说是完美的匹配是有道理的？

潘通色卡的Instagram feed是颜色痴迷的糖果。明亮的Pantone色板与食物，书籍，图纸，衣服以及更多相等的颜色强度配对。该品牌在很大程度上是一家化学公司，设计师使用其彩色指南，以及朴素（但完美）的颜色图像，在幕后照片展示了幕后照片。bob全站app

Source:潘通色卡的Instagram

6) Minion Yellow

为了释放奴才2015年的电影，Pantonepartnered with Universal Pictures要创建动画角色启发的颜色，这是三年来的首个发行版。选定的色调旨在散发出“希望，喜悦和乐观”。虽然可以使用该颜色（与Tiffany Blue不同），但它是作为Pantone“时尚，家庭和内部”颜色发行的，因此您必须购买前往Minion颜色的客厅的方式。

7）Pantone循环

In 2012, thebrand partnered with bicycle manufacturer Abici Italia要创建四种颜色启发的型号：绿色627C，Ruby Red 186C，Turquoise 15-5519和Mimosa 14-0848。这些颜色代码编号和Pantone名称在自行车的链条后卫上显着显示。谁不想在上午通勤时通过交通编织时炫耀他们的设计信誉？

8) The Diamond Jubilee

Working with ad agency Leo Burnett, Pantone release a limited edition color guide inspired by Queen Elizabeth's "fashion-forward colour statements" to celebrate the monarch's 60-year reign. The palette highlights the Her Majesty's love of monochromatic dressing.

9) Colorstrology

Are forecasts in love and work based on celestial movements not enough? Maybe the missing piece in planning your future is color.

Michele Bernhardt, a healer and metaphysician, wroteColorstrology, which blends astrology, numerology, and color theory to define a person's birthday color and align it with a specific Pantone color.

10) Celebrate Color Infographic

To celebrate its 50th anniversary, Pantone created this infographic highlighting the changing color preferences by decade. While nothing revolutionary, it shows how well the brand has adapted to digital marketing.

颜色的影响

Pantonehas become so recognizable both within and outside of the design community that its brand has inspired other artists and designers. There have beenPantonedessert tartsandbeer cans。和artistAngelica Dassused Pantone colors to match a person's skintone and challenge our perception of how we define skin color.

Pantonehas created a language of color and in doing so, created an opportunity for itself to become both the authority on creating and marketing color as a brand. And to think that all this started with a young chemist who had tohand-mix shades for a retail displayso women could choose the right shade of pantyhose.