In 2019, Pantone, the global authority on standardised colour systems, unveiled Living Coral as its Color of the Year. This optimistic shade, characterised by its cheerful orange hue with a golden undertone, was chosen to reflect a reaction to the overwhelming presence of digital technology and social media in our daily lives.But how does the Color of the Year influence branding trends? While it's tempting to embrace fleeting trends, especially those as vibrant as Living Coral, brands should exercise caution. Adopting trends solely for the sake of it can lead to premature rebranding, impacting your return on investment. Instead, colour choices should align with your brand's narrative and resonate with your target audience.That said, the Color of the Year can still inspire marketing activities and campaign executions. While it's prudent to refrain from fully immersing your brand in Living Coral, subtle nods to this trend can be incorporated into various elements such as photography, packaging, digital experiences, and even cosmetics. The key is to find a balance between staying current and maintaining brand authenticity.With Living Coral's association with environmental preservation, brands can delve deeper into the meaning behind this hue for their upcoming campaigns. When crafting your brand's visual identity, always consider the story behind your chosen colours. Ask yourself, "What does this colour mean for my brand, and how will it resonate with my audience in the long run?
