It’s official. The 2017 color of the year is green, according to Pantone, the color experts who have been surveying world trends for decades to determine which color best captures the global moods of the day.
Pantone describes this year’s color, officially called Greenery, as a “zesty yellow-green shade that evokes the first days of spring.”
Green has long served in fluid roles ranging from calming neutral to vibrant virtuoso—and it pairs beautifully with many other colors.
It may reflect a desire for balance in a modern world, appealing to the human yearning to experience the beauty of nature. It also suggests vitality, rejuvenation, and growth—all attributes humans are drawn to quite likely because they suggest hope.
When we choose colors for a creative project, we use color theory to evoke certain brand attributes that fit our client’s visual strategy. Green has often been our choice when we want to evoke healing, calm, peace, growth, vitality, and freshness. As the most restful color for the human eye, its pervasiveness in nature makes it a color with broad acceptance across demographics. And as is always the case, the shades of green evoke different nuances.
Here are two examples of how we used greens to convey freshness in Key Technology’s annual report. As an international manufacturer of innovative food processing equipment, they make it possible for companies to deliver fresher food products.
Expect to see more of this color in fashion, products, and graphic design in the year ahead.
We like their choice this year, but what do you think? Is this a color you’d be happy to see more of?