Pantone recently announced that their color of the year for 2013 is Emerald. Pantone defines the color Emerald as:
“Lively. Radiant. Lush… A color of elegance and beauty
that enhances our sense of well-being, balance and harmony.”
I think Emerald for 2013 is wonderful. It not only connotes “Elegance and Beauty” but also a richness. Green is also an underlying symbol for growth, renewal, prosperity, replenishment, as well as success. In addition, envy ,one of the 7 sins, is almost always represented by a greenish/ emerald hue which relates to our current materialistic mind frame of Americans in the past years.
Whether you believe that colors can be defined or not, Pantone’s color of the year is to be taken seriously. Not only does it affect the fashion industry and consumer choices but many other industries as well. “For more than a decade, Pantone’s Color of the Year has influenced product development and purchasing decisions in multiple industries, including fashion, home and industrial design, as well as product packaging and graphic design,” the pantone news release said. (LINK)
However, some critics disagree. Here is an article published in the LA times last month playfully mocking the new 2013 color.
Color in advertising, whether emerald or lemon yellow, is important. Although not the most important factor of a digital or print campaign, color tells a lot about an advertisement. It catches the consumer’s eye and gives off a certain mood or tone. For example, if an advertisement is done in black and white, the reader may think the product is from an older generation and has a sense of importance and significance. While a bright aqua and neon pink colorful advertisement may catch the consumers attention and demonstrate the youthfulness of the brand or product.
After researching some of the new Superbowl ads for 2013(different blog post), I discovered an Axe advertisement ,released this year, featuring the color emerald-green. The model/swimmer is wearing an emerald-green bikini after being rescued by the lifeguard.
Is this a coincidence? Maybe, maybe not. Even so emerald-green is sure to make a sophisticated splash in 2013.