Pantone’s 2021 Color(s) of the Year

Last year at this time, I wrote an article called “Pantone 2020 Color of the Year: What Does it Mean for Promo” – despite missing one tiny detail (a global pandemic), many of the ideas explored still carry through. We have to hand it to Pantone…choosing “Classic Blue” for 2020 was weirdly fitting, given that many of us felt the blues in full force, an ominous overcast of a year. 

Pantone has now named two colors as the 2021 “Color of the Year” – Ultimate Gray + Illuminating. Being in the print and promotional industry, applying these seem obvious: use products in these colorways. Sure, that might work in some scenarios. However, the conversation is bigger than that. Let’s explore three ideas the color choices represent and how to apply them within brand strategy: 

Conflicting Emotions 

2020 has been a ride of high highs and low lows – alternating between uncertainty, numbness and disappointment with responding bursts of hope, excitement and radical sense of innovation. 

How to apply: Consider promotional products, print and messaging that help lift spirits and boost mental wellness and self-improvement. We all crave goodness, connectivity and stimulation – print and promo is the perfect medium to fulfill these feelings.  

A Bright Outlook

Unlike many selections in years past, “Illuminating” yellow grants a new permission: to be bold, playful and tap into a sense of informality we might not be used to. Even if you (or your clients) hate yellow, that’s beside the point. Yellow is really just a gateway drug to the full spectrum. 

How to apply: Don’t be afraid of color. Obviously, corporate branding is often paramount, but in many scenarios, you can work with clients to help them outside their comfort zone…launch a limited-edition line, play with the brand’s secondary colors, work color into messaging. Together, you can create a more memorable, uplifting campaign, rooted in color. 

Staying Grounded 

Gray isn’t always grumpy. Gray centers us and is often our middle ground, allowing us to find a balance between polarizing ideas. It’s approachable. It’s safe. 

Branding translation: Gray not only looks good on everyone, it plays nicely with colors, helping them stand out even more. It’s tamer than a vibrant pop of color but can bring more interest than a simple black or white. If you find too much color in your campaigns, ground it with Ultimate Gray. 

Bonus tip: Remember that in America we commonly spell “gray” with an “A” (like America) and in England, commonly spell “grey” with an “E” (as in England).

It’s no secret that color can affect our mood, trust level and intuition – but it’s not always a perfect formula. Color can be perceived differently depending on the person. The most effective strategy in color selection often lies in the nuanced social, economic and emotional state of the consumer. We are altered by color; but more importantly, it is a reflection of us.