Color in branding matters. A study from Kissmetrics shows that a whopping 93 percent of consumers place visual appearance and color above all other factors when shopping. What’s more, 85 percent say color is their primary reason for buying. So what does that mean? What should you do with that information? We’re going to break it down for you on what each color means and the color trends we’re seeing for 2023. Before we get into it, no matter what emotion a color may elicit, it’s important to always stay true to your company's style and brand look!
Every year WSGN, a trend forecasting company, partners with Coloro to present their key colors which are developed with influences that will drive consumers, including a focus on wellbeing, creativity, the environment and technology. In their studies, they found that as consumers continue to grapple with ongoing economic, political and environmental crises, a sense of uncertainty about the future will remain a dominant force. As a result, their Global Colour Forecast aligns with influences that will drive consumers as we head into the upcoming years, including wellbeing, creativity, the environment and technology. The TLDR of this: consumers are going to be drawn to relaxing colors ( like pastels and earthy tones), that promote tranquility and calmness.
The Key colors picked are Intense Rust, Midnight Plum, Sustained Grey, Cool Matcha and Apricot Crush. Consider adding these colors. Consider adding these colors into this year's marketing campaign. Additionally, every year Pantone graces creatives with their ‘color of the year’, this year’s is the lovely Viva Magenta! Viva Magenta is a bold pinkish red, but this isn't your Barbie pink. Viva Magenta is a saturated shade that's not for the color-shy. The confident color is "inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known," said Leatrice Eiseman, executive director of the Pantone Color Institute.
For a more general overview of colors and their meanings, we broke down the most used colors and what they can represent in marketing:
If you have specific emotions in mind, here are some color recommendations:
When designing, colors can be overwhelming and it’s important to know not only what the color may represent, but the best practices for color combining. To learn more, or to speak with our designer team, reach out to us at email@example.com