Pantone Color Marketing Is Fit For A Queen

Do you know what Pantone is? It was established in 1963 as a system of codifying colors for the graphic arts community. Today, Pantone is the last word and The Authority on color, as it pertains to home furnishings, fashion, hospitality, electronics, stationery, arts and crafts, and beauty.

In 2012, Pantone’s color of the year is Tangerine Tango, a reddish-orange that is said to provide us all with an energy boost. It was embraced by designers all across the board.

Pantone has also been very creative when it comes to marketing. This year, in honor of Queen Elizabeth’s Diamond Jubilee, the Pantone company created a Royal Pantone wheel that showcases Her Majesty’s many outfits, in the hues of coral, lemon and green. Each of her outfits lists a Pantone number, and the day she wore the ensemble. For over 60 years, Her Majesty has opted for a full spectrum of color-coordinated ensembles, from the Primrose Yellow she wore at Will and Kate’s wedding in April 2011 to the tasteful Lilac Snow outfit she wore last year. A special presentation box was made for the book to be presented to Her Majesty.

This has been a huge public-relations hit for Pantone.

It also has its own magazine, Pantone Universe. It is touted as “a design-led collection for the home, the workplace and the road… Accessories and apparel you need in designs you want – and in colors you love, by Pantone, the author of the universal color language.”

Clever marketing, indeed, and I say that as a Boston marketing writer. I love some good “Meshuganah” crazy marketing. In my opinion, there isn’t enough of it in this world!

Leave a Reply