Colour Trends 2018: The Psychology of Colour in Branding

Brands may be recognised by their name, but the first thing to catch a consumer’s eye is colour.

Colour conveys emotion faster than words, helping to form the correct image of a brand and convey the right message to target customers.

When carefully manipulated, a well-structured colour palette can develop emotion and force individuals to act. This psychological reaction can attract, repel, instil a sense of peace, sooth, worry and so much more.

Colour innovations allow brands to refresh themselves and align with the latest trends to create newness. These evolving colour trends help brands to remain relevant and meet consumer preferences in different markets.

Pantone, the colour authority turned trend forecaster, crowned ‘Greenery’ the Colour of the Year 2017, based on its representation of new beginnings, freshness and environmentalism. Greenery evokes the notion to breathe, reinvigorate and appreciate the great outdoors. In addition to this fresh, zesty, yellow-green shade, deep earthy hues such as khaki and olive green have made a statement entry into current colour trends.  

Greenery’s influence can be seen all around us from fashion and interiors to retail packaging. Take the rise in transparent food packaging, specifically smoothies and health shakes and the modern day phenomenon of new superfoods like avocados and kale.

Whilst Pantone is yet to reveal its Colour of the Year 2018, current trend forecasts expect to see a new set of muted neutrals with pops of bright and bold colours bursting onto the scene – matching today’s modern, intense lifestyles and creating something truly unique for brands. Playfully incorporating the use of different textures and treatments will also help make your design really pop.

According to Pantone, some of the latest palettes and design trends for 2018 are expected to be:

1 – Verdure: Symbolic of health with vegetal colours like celery, berry-infused purples and eggshell blue

Verdure

2 – Resourceful: Warm and cool tones like complementary blues and oranges that you can’t avoid looking at

Resourceful

3 – Playful: Colours to make people stop and smile – bright yellow and lime popsicle. A fun colour scheme that’s confident, quirky and out-of-the-ordinary

Playful

4 – Discretion: Playful’s alter ego. Subtle blends and harmonious colours that create a sense of strength. Think powerful pinks!

Discretion

5 – Far-fetched: Warm, earthy hues that produce warmth and light

Far-Fetched

6 – Intricacy: The co-mingling of natural metallics paired with dramatic pops of colours

Intricacy

7 – Intensity: Deep, bold colours that create strength, power, depth and sophistication. Think drama that’s balanced with black and gold

Intensity

8 – TECH-nique: Colours that ‘shine from within’ such as bright turquoises, pinks and purples, all anchored against a clean brilliant white backdrop

TECH-nique

We’re excited to see how these visual trends influence the year ahead in the different areas that we work in – branding, graphic and digital design, photography and more – as well as specific areas like homeware, fashion and wellbeing.

We’re also eagerly awaiting the release of the Pantone Colour of the Year 2018, but whatever the next 12 months holds for colour inspiration, we know that the chosen shade will be a snapshot of what’s happening in global culture and serve as an expression of modern moods and attitudes.

*Images from Pantone home+interiors 2018

October 23, 2017 - This article was written by Jenny Woolley

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