Pantone, Peach Fuzz, and What Colour Theory Means for Your Brand
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As a branding agency, colour is a big part of what we do. For a lot of professionals however, the profound impact that colour has on brand identity, consumer perception, and market positioning is misunderstood. And we get it. In certain industries, you don’t want to disrupt the status quo or be seen as too brash. But the truth is, colour is crucially important to your brand’s perception.
Recently, Pantone unveiled the 2024 Colour of the Year— Pantone 13-1023 Peach Fuzz.
Honestly, we’re not surprised to see a soft, pastel tone take the spot.
It only takes one look at Pinterest to see that pastel and soft hues had a big moment in the last year. Especially in branding. From finance, to legal, tech, and even some local city branding here in Brisbane.
You might be thinking, what’s the deal with this year’s Colour of the Year – and more importantly, how should you know where to go with colour for your branding? Fair questions. Read on.
The Psychology of Peach
Peach Fuzz isn't just any shade of peach; it's a blushing orange-pink concoction that exudes warmth, comfort, and a touch of whimsy. In a world that often feels harsh and unforgiving (hello, post-pandemic), Peach Fuzz offers a respite for the eyes (and soul).
As Leatrice Eiseman of the Pantone Colour Institute aptly puts it, it's a colour that nurtures and welcomes, providing a sense of solace in uncertain times.
Colour Theory and Brand Design
So, how does Peach Fuzz fit into the broader spectrum of brand design?
It’s all about the power of colour psychology. Peach, with its soft, inviting tones, can evoke feelings of warmth, approachability, and trust. If this is your business, pastel colours could be a good way to convey that to your ideal clients.
On the flipside? It could also make a good choice for an industry where it’s rarely seen; and you want to stand out. Think banking, or wealth services. We’re seeing a shift in these industries from cool-toned, monotonous colour palettes to more bright and bold colour schemes. Why? It helps to shake off the perceptions people have about these services as being cold, and unfriendly; and helps to reinvent them for a new generation.
The only problem when it comes to colour is being so careful that you end up playing it utterly safe. This means it can be hard to cut through the bombardment of visual advertising both digitally and on the street.
The Evolution of Colour Trends with Global Mood
Pantone's choice of Peach Fuzz for 2024 represents more than just a fleeting trend; it's a reflection of the evolving global mood.
As we navigate through turbulent times, there's a growing desire for empathy, compassion, and a sense of community. While a few years ago bold was in, the steer towards more muted yet still playful colours is becoming apparent.
Peach Fuzz isn't just a colour; it's a new neutral.
Colour is Your Brand’s Friend, Not Enemy
Something about branding is that it can’t be static. It needs to ebb and flow with the times, and accurately reflect what you’re doing in the here and now (not circa 2019). In the case of brand design itself, colour remains a potent force for expression, association and connection. Getting this right is crucial for building lasting business success.
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