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In Pantone We Trust: 2016's Colors of the Year
By: Dwayne W. Waite Jr.
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Hold your designers and creatives back, because Pantone, the company known for creating and moderating color standards around the world, just released its 2016 Color of the Year.

No wait — make that TWO colors.

Pantone went crazy.

Yes, the 2016 Colors of the Year are Rose Quartz and Serenity. The wait is finally over.

We poke fun, but industries do, in fact, keep in mind the research and announcements that Pantone does when it comes to announcing color trends and the main colors that people 1) think are going to be seen or 2) would consider doing in order to be considered "part of something."

Pantone also released several color pattern sticks, so designers and creatives can see what other color combinations can go with the color of the year and still add that touch of uniqueness.

To note, this is the first year that Pantone has released two colors in the color-of-the-year reveal. We've witnessed history. Woo!

As always, our main concern is: What in the world do Pantone's colors of the year have to do with advertising?

Well, if advertising is a reflection of society, as we deem it to be, and advertisers and marketers like to be at the forefront of the zeitgeist of the times, knowing the colors of the year could be a nice thing to add when thinking of creative pieces for brands. The colors don't even have to be the main focus. Think of a Cheerios commercial with the father in Serenity and the mother in Rose Quartz. Or, in a video game release, the main character flies through the air with a background of a Rose Quartz/Serenity sky.

It can be a subtle touch, yet very up-to-date and relatable.

Advertising doesn't march to its own tune. In fact, we would say that advertising is actually more attuned to the public state of things than some people give it credit for.

Ourselves to blame, too, at times.

So will we see a parade of Rose Quartz and Serenity fashion before us in the upcoming year? Like Marsala in 2015, and Orchid in 2014? Since we didn't see a large mass of the colors those previous years, chances are good that we won't see a major shift. But, it is still something fun to add into a campaign if able and willing.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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