Amy, our Digital Marketing Manager, sees it from a marketing perspective. She notes that the multiple brand collaborations that appear when the new colour is announced, such as this year’s Motorola collab which sees a Peach Fuzz coloured back on two of its phone models, is purely just another way of selling more stuff. Pantone, on the Colour of the Year page on the website, suggests that brands “Partner with Pantone to showcase your products in the Color of the Year and reach a global audience that’s passionate about design and color”. In other words, do you want to use the reach of the annual Pantone campaign as a part of your brand awareness campaign this year?
Alice is rather indifferent to the announcement. She says it will be forgotten by January, and doesn’t really mean anything in the design world. Will agrees, arguing that it might be different if they focussed more heavily on the rationale behind the colour choice.