Pantone Color of the Year

From Pop Culture moment to pop culture movement

The Pantone Color Institute was established by Pantone in 1986 to forecast future color direction and study how color influences human emotion. Through seasonal trend forecasts, custom color consulting, and social commentary — most notably its annual Color of the Year program — the Institute is the preeminent thought leader on color. After 16 years, the PANTONE Color of the Year had emerged as a fun pop culture announcement, with media, consumers and the design industry looking for a splash of color to set a tone for the new year — but coverage often failed to connect the selection to the true intelligence offered by the global color authority or articulate Pantone’s business model.

The 2016 unveiling marked a momentous occasion: for the first time, Pantone selected two colors for its Color of the Year: Serenity and Rose Quartz.

The Challenge:

Elevate the PANTONE Color of the Year conversation to highlight the importance of Pantone to the creative industries and position The Pantone Color Institute as an innovative arbiter of cultural trends and insights.

The Strategy:

Create a credible and authentic rationale for the color selection by identifying examples of it emerging in culture and connecting it to the larger global discussion around identity.

The Execution:

Amplify the news to an engaged audience by briefing select journalists, tapping content creators, and collaborating with top retailers and brands to showcase the harmony of Serenity and Rose Quartz. 

The Results:

Broke all previous PANTONE Color of the Year records, emerging as a color snapshot of our culture instead of just a design and fashion story.

#PANTONE

#1 trending item on Instagram on launch day

60,000+

New instagram followers — a 76% increase in follower growth — within 2 weeks

1.3 billion

Media impressions in less than 24hours & more than 2,000 media placements (3.2 billion impressions) to date

25%

Increase in new business leads for The Pantone Color Institute