As they do every year around this time, Pantone has announced the Color of the Year and it’s called Greenery.
Greenery is a soft shade of yellow-green meant to evoke “the first days of spring when nature’s greens revive, restore and renew.” And whether this choice works within your brand standards or affects your palette choices for this year’s exhibits, we think what’s most important is the reason why this shade was chosen in the first place.
After all, companies like Pantone do these forecasts based on extensive research to find out what’s going on in the hearts and minds of consumers. Understanding their rationale could offer insights that tradeshow and marketing managers can benefit from knowing about.
So what does this color say about people today? According to Leatrice Eiseman, Pantone Executive Director, Greenery “bursts forth in 2017 to provide us with the reassurance we yearn for amid a tumultuous social and political environment. Satisfying our growing desire to rejuvenate and revitalize, Greenery symbolizes the reconnection we seek with nature, one another and a larger purpose.”
So it sounds like attendees might be looking for a soothing welcome and an intuitive, seamless customer journey. Perhaps using environmentally friendly materials and a natural, less synthetic, look could be in order as well.
You can expect that Greenery will soon be showing up in a lot of places—clothing, cars, etc. That’s what always happens after Pantone’s annual selection. So if you can incorporate it or colors like it into your exhibits, they’ll be sure to add a breath of fresh air to your look. At any rate, it’s always good to keep an eye on what’s current because your attendees are, too.
Here’s wishing a fresh, revitalized future for your tradeshow program and you!