03 May 2012

Pantone Craze: Not All Reds Are The Same

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Believe it or not every company has a specific color associated with their brand.  So specific, we can break down each color to a numerical unit know as the Pantone Matching System (PMS).  Companies, designers, printers, manufacturers, and agencies use this language to communicate to each other to ensure brand consistency, integrity, and consumer confidence.  What would you think if you picked up a Reese’s Peanut Butter Cup and the wrapper was a lighter orange than usual?  You’d probably question what is actually inside and if it was in fact an actual Reese’s Peanut Butter Cup.

We use Pantone colors everyday with our clients and factories to make sure we are effectively communicating their brand and consistently heightening the emotional response their consumer experiences when interacting with their brand.

If you were to ask 10 people what the colors of the Verizon Wireless logo were, 10 out of 10 times you would get this answer: red and black.  Did you know there are a couple dozen “red” colors within Pantone?  The correct Pantone color in the example below is 1795C.  You can see slight variations in the other reds all not consistent with Verizon’s brand.

This standardized color system is not only used in branding and marketing but also in fashion, make-up, country flags, paint etc.  Choosing your Pantone colors can be important not only in brand consistency but also the effects that specific colors have on consumers.  Make sure you do all your research before choosing a color that defines your brand.

Note: the colors above refer to the solid coated palette within Pantone and colors appear different per monitor.