Pantone’s Classic Blue for 2020 is an all-purpose hue that can comfort your brand’s audience in these turbulent times.
There is far more to color than meets the eye – literally! You may think: We all have our favorite hues, but color can’t really be that strong an influence as my logo or my tag line or catch phrase…
But actually, it is.
It’s proven that we respond emotionally to color before copy, and have since infancy! And while every brand and marketing situation varies, understanding and utilizing the deeper influence of color can give your content a big advantage in today’s marketplace.
Pantone’s Classic blue can comfort your audience
1. Color Evokes Emotion
You might think it’s basic. Some colors, like neons, clearly excite a viewer, while others, like greens and blues, tend to bring calm, and are typically used where people often feel anxious— like hospitals. And you’d be right… but just skating the surface.
There are several deeper factors that affect how we respond to color. Understanding them will allow you to leverage them to forge positive and meaningful connections with your customers. And now is a particularly fertile time to do so. Because there is a true need to bring trust, authenticity and stability through your brand, products and services.
People’s worlds have been turned upside down in almost every single way: health, economy, education, ecology, child and elder care to name a few! As people struggle to right themselves, their home and work routines, family, and social lives, it’s naturally brought about some fear, anxiety and uncertainty.
Opportunities to utilize color to comfort your brand audience are many, from branding and rebranding, creating or updating your website, social media content, publications or ad campaigns, to product packaging, uniforms, and office or store décor!
So is there a color that might universally help elicit calm, optimism, and grounding? Yes. One is Classic Blue, a color that typically appeals to everyone. Watch the video below from my LinkedIn Learning course Color Trends to learn the emotional triggers Classic Blue communicates.
2. Consider Pantone’s Classic Blue 2020
While there are innumerable versions of blue, Pantone’s Classic Blue is the bullseye – right in the middle of blues, between everything darker and everything lighter, and has a broad appeal. Neither extreme nor subtle, it gets attention while having a grounding effect.
Authentic. Dependable. Inclusive. Stable. What wonderful qualities to utilize as you reach out to comfort your brand’s audience in this rollercoaster year of change across the globe!
3. Comfort Makes The Connection
Now that you know the deeper meanings of Classic Blue, you can use it to create that tie with your audience. People are connecting to brands through emotion and are hungry for grounding, fairness and bright spots. They’re looking for ways to trust products and services, solve these sudden new challenges, and move forward feeling safe and capable. Proper use of color is a powerful ally to drive those good feelings. Bringing comfort to your audience will result in true connection, and that is a recipe for their interest, sales and their priceless loyalty.
Watch my full Color Trends course on LinkedIn Learning, which you can now do for FREE as it’s being featured by LinkedIn Learning to be in their top ten courses!
And download my 2020 Color Trends Guidebook on Pantone’s 2020 Color of the Year: Classic Blue!