Fashion's Influence on Advertising
I love color and I always look forward to the new colors that fashion designers introduce each year with the release of their Spring line. What will the new black be this year? These colors will carry through to home décor as well. As a graphic designer, I will have fun adding a pop of the new Spring colors to my work. Thanks to the Pantone Color Institute.
Pantone Fashion Color Report for Spring 2017 is brought to us straight from the fashion runways. Since the 1990s, the Pantone Color Institute (in conjunction with New York Fashion Week) has released the Fashion Color Report. The report comprises the top ten most-seen colors on the fashion runways. In the upcoming year, the Fashion Color Report will influence trends in all facets of design—architecture, interior décor, fashion, print advertising etc. I call this the “trickle-down effect”. Fashion designers choose the new it colors for the upcoming season. Then, interior designers use these colors for the latest furnishings, paint colors and home décor. Advertisers and marketers in return bring these colors to life as they add them to the freshest designs that appeal to their audience.
Since 2000, Pantone has released the Color of the Year. This year the pick is Pantone 15-0343, more commonly known as Greenery. Greenery signifies new beginnings: a fresh New Year; healthy resolutions, the growing sustainability trend; and the need to disconnect from technology and be outdoors. The yellow-green hue comments on the concept of environment and the “go green” movement. Greenery is not a “green with envy” hue, unlike 2013’s color of the year, Emerald, which symbolized luxury. Greenery actually taps into the opposite: minimalism. Laurie Pressman of the Pantone Color Institute referred to a motto by fashion designer Vivienne Westwood that partly inspired Pantone to choose Greenery: “Buy less, choose well, make it last”—a concept that also influenced one of Westwood's collections. Pressman additionally cited how companies such as H&M have started environmentally-friendly lines, often made with recycled materials. “At New York Fashion Week, the designers were explaining how we live in this modern world where technology will always exist, but there’s this need to turn to design to go to the opposite side, to Nature,” Pressman said in a recent Forbes magazine interview.
A brand’s colors play a crucial role in brand awareness. The use of color can increase brand recognition by up to 80% according to a marketing study in Why Color Matters published in 2010. Colors can bring out an emotional response. The colors you use for your brand should match the overall emotional reaction you are trying to achieve. L & D Mail Masters has the ability with offset and digital print to maintain color consistency and matching. This can be done by identifying the PMS color(s) that is specific to the brand. Then, our graphic design team will implement it in their production files. It is highly important to keep a brand’s identity intact. L & D Mail Masters can help to ensure your brand’s identity has continuity across all of your branded materials.
Get outside, breathe some fresh air and bring nature into your design. Enjoy working with, living in, and wearing Pantone’s new Spring 2017 color palette. I know I will!