How Pantone’s ‘living coral’ could prove to be a digital marketing winner!

Digital marketing is by far the best way of getting your message across to a large, targeted audience. But did you know that colour plays an important and influential part in any digital marketing campaign?

Striking a chord with your audience is key, and in order to be most effective, it's something that must be done immediately - as soon as the reader spots the message. So many messages arrive into our email inboxes each day - only to get deleted without ever being opened. That’s why, it’s imperative to create immediate interest and stand out from the rest.

Connecting with colour

It may come as a surprise to many people, but colour plays an essential part in any digital marketing message. The right colour will be attractive to the majority of readers, and it helps to put them in the right frame of mind - a frame of mind that makes them more susceptible to open and absorb the message, product, service, or whatever it is, you are promoting.

With the clocks having gone forward and summer just around the corner, it's a good idea to choose a colour that feels fresh, upbeat and vibrant. It will soon be time for companies to do a touch of in-house spring cleaning, so choosing the right colour to spruce up digital marketing communications will help to breathe new life into business messages.

Pantone colour matching system

In the world of print (whether hard copy or digital), the Pantone proprietary colour matching system is used by most businesses to select the colours for their corporate identities and marketing communications. The headquarters of Pantone LLC is in Carlstadt, New Jersey, USA, but their colour matching system has been adopted worldwide.

Introducing the Pantone Colour of the Year (2019) - Living Coral

Every year, Pantone LLC announces what is to be the Pantone colour of the year, and the colour for 2019 is PANTONE 16-1546 - Living Coral (https://store.pantone.com/uk/en/color-of-the-year-2019). They describe it as being vibrant but mellow and say that it embraces tones of warmth and nourishment which give the onlooker feelings of comfort and buoyancy. It's the perfect colour to bring out that spring revival feel we think! Pantone recommends their Living Coral colour as it’s both social and flamboyant and creates a vehicle that provides connectivity and intimacy tempered with an aura of playfulness. It’s also said to be a nurturing colour that presents the reader with a natural, lively presence in the social media environment.

For the digital marketer, the use of Living Coral in digital marketing communications should impart improved reader appeal and will create that all-important goal; marketing messages that empathise and resonate with the customer.

If you need some help injecting some colour into your campaigns why not call upon the experts!

Holly Small Design

www.hollysmalldesign.co.uk

01923 260519