INSIGHTS Winter 2018/19 COOL FINDS » Brands get in on the action via digital


avenues as well. Adobe, for instance, has been known to publish Photoshop tutorials on how to implement the COY into digital designs and templates. Content marketers may consider releasing a COY gift guide that aligns with various holidays throughout the year; Mother’s Day, Earth Day, and Valentine’s Day may be apt occasions to showcase products available in Living Coral, for instance. Brands with a particular tie to a COY selection may even consider directly including the color in their campaigns. Last year, UV LED company IRTronix touted the 2018 Ultra Violet in an online ad campaign with the copy “Ultra Violet—it’s what we do, only we do it BETTER with LED technology.” This year, any organization with a focus on vacation travel, the ocean, or sustainability in general could use Living Coral in topical marketing campaigns.


THE POWER OF COLOR Pressman explains that this year’s color is more than just another pretty swatch. It aligns with social causes such as climate awareness. “Living Coral represents the enhanced


influence that color has on perception and experience, more powerful than a fleeting fad,” she says. “As a shade that affirms life through a dual role of energizing and nourishing, Living Coral reinforces how colors can embody our collective experience and help to answer the needs of society and culture.” Pressman also emphasizes the role that


color plays in attracting consumer attention. Color, she notes, elicits an inherently emotional response from audiences. This is an important consideration in a marketing landscape that’s trending toward highly visual experiences. “As the most buzzed-about program for


Pantone, the [COY] is a moment in time that highlights the importance color plays in our world as an expression of mood, sentiment, or feeling, which is just as powerful for brands and designers as it is for color-loving consumers,” says Pressman. Marketers planning to get creative with


Living Coral this year should include the #COY2019 hashtag in their social media campaigns. 


Discover Living Coral!


The NEW Pantone Color of the Year!


WINONE OF THESE


PANTONE PRODUCTS featuring the 2019 Pantone Color of the Year, Living Coral.


Pantone Chip Drive: Store files on this USB styled after the iconic Pantone Chip.


Pantone Mug: Pair your favorite hot beverage with the cool new Color of the Year.


Limited-Edition Journal: Enjoy Living Coral at home or in the office with this limited-edition Pantone journal.


REGISTER today at: modernlitho.com/Winter2019Register QR code or Scan the


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