Minimalist posters use famous characters to reveal the importance of color
Whether you are picking our a color of ink, paint, fabric, or plastic- the choice you select is important. When it comes to branding, color selection becomes even more essential, because if you choose the right color, people will recognize your brand even without any words. Companies like McDonald’s are excellent examples of this, as everyone knows what the golden arches on a red background mean, but to show true genius this kind of recognition could be even simpler. To highlight this concept, Pantone‘s new posters feature an extremely minimalist design.
Pantone, Inc. is best known for the Pantone Matching System, a fan-deck of pages featuring a color on each page, with each color being displayed in various tints. Today, the Pantone Matching System is used in various industries, including paints, fabrics, and printing, and it is in printing that color selection is most key. For a new ad concept, created by Y&R; Shanghai, Pantone has created posters that feature the color and eyes of pop culture characters. A royal blue poster with round eyes pointing in opposite directions, for example, scream Cookie Monster to anyone who has ever seen Sesame Street. Similarly, a bright orange color with large mostly closed eyes call out comic-strip character Garfield. Anyone who has browsed Instagram recently has surely seen a number of memes featuring Kermit the frog, whose signature eyes and unique green coloring are also center stage in a Pantone poster. Though each character is very different from the next, their color makes them easily recognizable to people everywhere- something that should be inspirational to corporations across the globe.
All of the new Pantone posters feature the code for the exact color shown, as well as the words ‘There Can Only Be One,’ reminding companies of the importance of color association. In addition, each year Pantone chooses a color of the year. The color for 2014, for example, is Radiant Orchard (Pantone 18-3224)- a shade of lavender-like purple not frequently seen in branding. This could serve as a color option for emerging companies looking to build their brand around a unique color. The pop culture prints have already been shortlisted at the Cannes Lions creativity festival, and serve as an excellent reminder of the significance of color.