2017 is now officially the “year of greenery,” with the Pantone Color Institute naming the shade as the color of the year. “Greenery,” or Pantone 15-0343 to be exact, was meant to represent a sense of optimism following a decisively turbulent 2016.
When interviewed about why “greenery” had been chosen to embody the year 2017, Leatrice Elseman, the executive director of the Pantone Color Institute explained to The New York Times, “This is the color of hopefulness, and of our connection to nature. It speaks to what we call the ‘re’ words: regenerate, refresh, revitalize, renew. Every spring we enter a new cycle and new shoots come from the ground. It is something life affirming to look forward to.”
Elseman, via the company website, describes the unique shade as “…a fresh and zesty yellow-green shade that evokes the first days of spring when nature’s greens revive, restore and renew.”
Pantone loves the shade because it apparently pairs well with all sorts of color combinations, from neutrals, brights, deeper shades, pastels, and even metallics.
What is the Pantone the Color Institute’s color of the year?
The company began giving names to these colors of the year back in 2000, a tradition that quickly caught on at the onset of the new millennium. At the beginning of 2016, the company had announced that they had actually picked two separate colors to represent the color of the year—rose quartz and serenity.
Though the Pantone Color Institute is a private entity that is not associated with fashion houses or interior designers, it’s pretty apparent that they do have quite a bit of sway in terms of noticeable trends.
So, how does the Institute come up with the color of the year? The short answer is, through quite a bit of research. In fact, Pantone’s website reveals a bit of their various inquiries into what they call “trend forecasting,” in which they take into account mentions or displays of color in everything from social media to brands to music to film, and even politics.
How does color influence consumer choices?
According to Pantone, color “influences 50 to 85 percent of customer purchasing decisions and it is the first thing a consumer will notice about a brand’s logo.” The color black for instance, is used by powerful and pricey fashion designers like Prada and Gucci. Black is labeled as being seen as “dramatic and sophisticated.”
Green, on the other hand, is used by companies like Starbucks and Hulu and is said to represent a “rejuvenating and natural” feel.
“Greenery” will be officially become the new color of the year in January.