Color theory is a formidable instrument in brand creation and marketing. The hues you select for your brand convey powerful messages, influencing how your audience perceives and connects with your brand. Annually, Pantone’s Color of the Year establishes the design and aesthetic tone. This year, Peach Fuzz (PANTONE 13-1023) takes center stage, casting a warm and inviting glow. In this article, we will explore how design trends like this can best be leveraged to resonate with your target audience.
A Little Background: What’s the Pantone Color of the Year all About?
You can read about the background of the Pantone Color of the Year on their website: How Pantone Selects the Pantone Color of the Year. Since its inception in 1999, the Pantone Color of the Year has been meant to be symbolic of our age, a snapshot of the cultural landscape. It embodies a mood and attitude resonating worldwide with what consumers seek. Unlike short-lived fads, it signifies a lifestyle trend, reflecting the zeitgeist at a macro level. The color chosen aligns with the global culture of the immediate upcoming year, emphasizing the emotional aspect of color in our lives and, for branders, in the buyer’s journey.
The Impact of Color
Color theory, an intricate blend of art and science, orchestrates emotions and messages. For consumer brands, the Pantone Color of the Year presents a unique opportunity to forge a profound connection with your audience. Peach Fuzz exudes radiant warmth and modern elegance, embodying feelings of care, coziness, and connection.
The associations with Peach Fuzz extend beyond its visual appeal. The Pantone Color Institute encapsulates the emotional depth this color brings on their official landing page. The website paints a vivid picture with a featured video, showcasing phrases like “imagine a sense of caring”… and “coziness” as well as emotion-evoking imagery—a senior man flipping through a photo album, family and friends gathering around the table, and a mother giving an Eskimo kiss to her newborn. These scenes evoke feelings of warmth and the priceless time we spend creating memories with our loved ones. Leatrice Eiseman succinctly captures the essence, stating—
“In seeking a hue that echoes our innate yearning for closeness and connection, we chose a color radiant with warmth and modern elegance.”
-Leatrice Eiseman, Executive Director of the Pantone Color Institute
—Understanding these associations is pivotal for effectively leveraging this trending color in your brand strategy.
Polaroid’s Peachy Connection
Polaroid’s collaboration with the Pantone Color Institute with the introduction of i-Type color films with Peach Fuzz frames taps into the emotional essence of the color. This campaign is a brilliant example of marketing that leverages imagery and messaging that seamlessly aligns with Polaroid’s core values to directly capture their target demographic. Let’s explore how.
Understanding the “Magic” of Brand Archetypes
To understand how this collaboration seamlessly captures Polaroid’s chief messaging strategy, you need to better understand their target audience and how they connect with them on a human level. Polaroid’s target audience, affectionately termed their “Chief Memory Officers,” comprises mothers. The choice of Peach Fuzz frames resonates with the brand’s emphasis on capturing precious moments. By comprehending the emotional needs of their audience, Polaroid forges an authentic connection through color, reinforcing their brand archetype—the magician.
The 12 brand archetypes vividly illustrate how emotional connections are crafted to build trust and loyalty. Polaroid understands the enchantment of preserving moments and communicates effectively with its “Chief Memory Officers.” Their archetype, the magician, epitomized by Disney and their “Disney Moms,” is an apt comparison to Polaroid’s narrative. By recognizing and leveraging this archetype, Polaroid solidifies its connection with moms, underscoring the significance of instant, tangible memories.
Incorporating the latest trends is a great way to stay relevant, but alignment with core strategies is paramount. Polaroid’s success with Peach Fuzz frames exemplifies the harmonious fusion of trend and brand essence. The lesson is clear: trends should enhance, not compromise, your brand strategy. For consumer brands, the Pantone Color of the Year isn’t a fleeting trend—it’s a canvas to evoke emotions and fortify connections.