Color counts for a lot when it comes to brand identity, and this is where the Pantone Matching System (PMS) comes into play in your branding and promotional strategy. In this post, we’ll talk about how you can utilize PMS colors in your business.
In this article:
- Why Pantone PMS Colors Matter
- Understanding Color Trends
- Applying Pantone PMS Colors to Your Business
- Use Pantone PMS to Your Advantage
Pantone PMS Colors And How To Use Them In Your Business
Why Pantone PMS Colors Matter
What is Pantone PMS? In 1963, the Pantone company created the Pantone Matching System, which is an extremely helpful tool for graphics, particularly in the printing industry. It’s now the standard for use in marketing materials. They offer market-relevant color schemes depending on the type of business you own.
Each color has an identification number allowing proper matching to a specific color shade. You can ensure the printer creating your business cards has the same color you’re using for your website design. That means customers can associate specific color schemes to your brand, letting you stand out in a crowded marketplace.
What colors do you immediately associate with Target? Red and white immediately pops into your head. Think about their competitor Walmart. A completely different color scheme comes to mind. You have two large retailers in the same space with colors schemes making it impossible to confuse one for the other.
The PMS also makes it possible for companies to have a consistent color scheme for all their branding and promotional efforts. This will ring true regardless of what kind of collateral they make since the PMS ensures that all materials with the same Pantone color match.
Understanding Color Trends
It’s important to choose colors tying into the image you’re selling. Here’s a rundown of what some common colors imply when it comes to marketing.
Red – The use of red implies excitement, a willingness to take chances and put yourself out there. It’s loud and in your face, demanding your attention
Orange – A sign of youth and invigoration. It’s fun and playful, not taking itself too seriously
Blue – Meant to convey a sense of peace and calm. It shows you stability in an uncertain world
Green – This shows your concern for the environment around you. It can also be used to indicate how profitable signing on with a business can be for potential customers
Yellow – Conveys brightness and positivity. You’re meant to feel comfortable reaching out to engage a company’s services
Black – Meant to draw in audiences who are drawn to things modern and sophisticated
White – Meant to feel fresh and clean, a sign of integrity
Purple – Showcases luxury and a feeling of being in the presence of royalty
Learn everything you can behind the psychology of colors you’re considering for your brand. You don’t want to send a message out of line with your company’s core values.
Applying Pantone PMS Colors to Your Business
How well-coordinated are the colors across the marketing materials for your company? A lack of unity in this area prevents potential clients from distinguishing your company from competitors.
What do you want customers to feel when they look at the colors of your logo? That’s an essential reason for gaining an understanding of why you would use certain colors. That’s especially important when you look to combine different colors in your branding scheme.
Don’t mix up universal symbolism in certain colors with the psychology behind their use in marketing. That leads to confusion and ends up muddying the message you’re looking to send. Using psychology as your bases can eliminate endless debates among team members who gain different impressions from colors depending on their associations with them.
Use Pantone PMS to Your Advantage
Ask your marketing team the following questions before settling on any color scheme.
- What should your brand represent to consumers?
- What colors will work best together to send your intended message?
- Which colors will most effectively tell your company’s story?
- What colors work best to draw in your target audience?
- How well does it separate you from other competitors?
The answers to these questions should provide clarity to your final selection. It would help if you also looked for what’s missing from others in your industry. Have you settled on something that’s going to help your audience buy from you instead of an opposing business?
Use Pantone Color Finder to locate your color selections. You want uniformity across all the vendors used for the creation of your physical and digital marketing materials.
Want to know more about Pantone and its importance to your business? Check out this video from Dansky:
Don’t lose out to competitors because you failed to do enough to unify the message sent by your marketing materials. Using Pantone PMS for color selection helps validate choices you’ve made and tie your promotional efforts together. Using this reference makes it easier to store everything together and ship it to vendors and others involved in marketing efforts within your business.
What colors are you using for your brand and why? Share your story with us in the comments section!