The importance of colour

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To the average consumer, it can seem like colours come in and out of fashion at random. But actually there is a huge amount of research, thought and insight into which colours will be in season next and for some people, it is their job.

The colour of 2017, for example, is a “fresh and zesty yellow-green” according to colour experts Pantone who predicted the shade at the end of last year with the firm predicting greenery would be dominant in fashion and design throughout the year.

Jane Monnington Boddy is director of colour at WGSN trend forecasting company in London and is currently working on predicting the spring and summer trends for 2019.

“I think about where colour has been, what is popular and take that into consideration when I think about where it will go in the future,” she told the BBC.

Her job involves travelling the world to see which colours are making recurrent appearances overseas and meeting with colleagues across the world to catch up on what colours they have their eyes on and many brands rely on this intel for future marketing and advertising campaigns.

Most people probably do not even the importance colour plays in a brand’s marketing strategy. The importance to be easily recognisable and iconic combined with being a colour a consumer can be attracted by is important. In fact, it is so important that some brands have even trademarked specific colours for example T-Mobile’s magenta pink and John Deere’s green.