Every year, the Pantone Color Institute selects a “color of the year” that reflects the current global mood and cultural climate. In 2021, two colors were chosen: “Illuminating” and “Ultimate Gray”. These two colors were selected to symbolize the resilience, optimism, and hope needed as we move forward into a new year.
“Illuminating” is a bright and cheerful yellow shade, while “Ultimate Gray” is a calm and stable neutral tone. Together, these colors represent a message of strength and positivity. They are also versatile and can be used in a variety of marketing campaigns and branding efforts.
In marketing, colors play an important role in creating a brand’s visual identity and shaping consumers’ perceptions of the brand. When used strategically, colors can evoke certain emotions and associations, making a brand more memorable and impactful.
Yellow is often associated with warmth, joy, and optimism. It can be used to create a sense of happiness and excitement, making it a popular choice for brands that want to promote a positive image. Gray, on the other hand, is often associated with stability, reliability, and sophistication. It can be used to create a sense of professionalism and trustworthiness, making it a good choice for brands that want to convey a sense of authority and expertise.
When using these colors in marketing, it’s important to keep in mind the context in which they are being used. For example, yellow might not be the best choice for a brand that wants to convey a sense of luxury or exclusivity. Similarly, gray might not be the best choice for a brand that wants to create a sense of excitement and energy.
Overall, the 2021 Pantone Colors offer a versatile and powerful tool for marketers to use in their campaigns. By using these colors strategically, brands can create a strong visual identity that resonates with consumers and helps them stand out in a crowded marketplace.”