Pantone’s Classic Blue Can Comfort Your Audience

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!