When Pantone announced rose quartz as one of 2016’s colours of the year, no one could have anticipated the rosy revolution that would follow. The dusty, pastel pink that looked as though it had been plucked from a Wes Anderson film began to appear everywhere, from fashion runways to the Starbucks menu.
With Instagram feeds and store fronts filled with the sophisticated shade, it wasn’t long before brands began to think pink. Rapidly labelled as the colour for marketing to millennials, brands targeted the youthful demographic by turning their products pastel pink. From social media content to product releases, millennial pink was used widely to capture the attention of young people.
Using colour trends to target a particular demographic is nothing new in the world of branding. In fact, colour is used right throughout the branding journey, from logo design right up to the store experience, to influence a person’s perception and impact their mood. Millennial pink’s pastel shade is believed to have a calming effect and to alleviate feelings of anger. So, it comes as no surprise that the colour has had such a positive response. The Institute of Colour Research found that between 62% and 90% of subconscious opinions are based on colour alone. So, whether or not you are aware of it, colour is having a big impact on the way you perceive things.
Here are 5 examples of the use of millennial pink in branding.
In September 2015, long before the announcement from Pantone, Apple introduced the new rose gold coloured iPhone 6s. Positively received by a wide audience, the new iPhone not only introduced the blush shade into the tech world, but also indicated that gendered colours were becoming a thing of the past.
Using a combination of distinctly millennial trends, Starbucks introduced the Pink Drink – a strawberry acai refresher. The berry-flavoured beverage took the millennial pink craze to the food world and proved once again that the colour had wide appeal.
Nike is the latest brand to go pink with their new blush range of sportswear. From drink bottles to running shoes, the collection brings pink into the world of sport, and indicates that the colour is still very much relevant.
While colour trends are sometimes reserved for the mass market, Gucci’s release of a blush pink collection proved otherwise for millennial pink. The fashion range adds a luxury aesthetic to the colour craze.
Extending to the bathroom – Philips has recently released their own millennial pink coloured electric toothbrush.
Predicting trends and quickly getting on board is a great way for brands to stay one step ahead. Whether it’s colour, design, photography or technology, being informed about the latest in innovation helps us create the right content for the right market.
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