True Colors

By Karen Cronin | Thursday, June 8, 2017 | No Comments

Color. As a graphic designer, I am inspired by color on a daily basis. It’s a key element in everything we deliver. We look at color trends to keep our work and our clients’ messages current, hip, and relatable. Of course, we also consider the kinds of classic colors that tend to communicate tradition and/or stability.

Color plays an integral part in the integration of design, triggering emotions and creating perceptions around a brand. A prime example would be the blue in IBM’s iconic logo. The color has become so closely associated with the computer giant (aka “The Big Blue”), that other businesses and financial institutions have adopted the same shade for its association with IBM-like innovation and longevity.

An essential resource for color and color trends is Pantone, an industry-wide, color-matching system for designers and manufacturers. The Pantone swatch book on my desk is one of my most frequently used tools.

Every year during Fashion Week, Pantone releases a “Color Report,” which selects 10 trending colors, with one color selected as “color of the year.” This year, we were tickled to hear, the chosen color is “Greenery,” a Pantone-perfect match for the Cronin Creative logo color. We’re trending! Who knew?

“There’s a growing desire to reconnect with nature and what is real and find ways to disconnect from technology,” Laurie Pressman, Pantone’s Vice President, told Forbes magazine. “We need a break. We need to stop and breathe. Greenery is about unity and community—connecting to oneself and others and a higher purpose, nature.”

As much as we liked the above reasons for choosing “our” color, we were especially pleased when Pressman went on to equate greenery with “minimalism.” With the tagline, “Clarity By Design,” we built Cronin Creative on a spacious, less-is-more design aesthetic crafted to create breathing room and provide a clear space in today’s overly cluttered marketing landscape. Turns out we’ve been showing our true colors all along!

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