Color of the year, and other design trends

January 14, 2018

Pantone's color of the year: Ultra Violet. I love this one. It's the first that has appealed to me since Radiant Orchid in 2014. It's gorgeous, it's a color I can wear (unlike last year's vibrant Greenery), and I love the philosophy outlined in this image from Pantone's website.

So how do you incorporate things like color of the year and 2018 style trends into your branding?

Short answer: You don't.

If this is already a color that fits, keep using it, of course. But following trends with your brand visuals is just about the worst thing you can do. If you want to get lost in a sea of me-too, that's how you do it. Remember a couple of years ago when a zillion women entrepreneur websites were pink and gold? Top-down image of a laptop, with a cup of coffee in the picture, and maybe a notebook or some cookies...white background, pink stripes, gold accents and a scripty was pretty, and maybe it actually suited the people who were using it - but it was still a sea of sameness.

I wish I could remember what book this was from - something I read years ago, and the concept has stuck with me even though I've forgotten where I got it. Basically, it was this: We all love pretty much the same things best. When writing, don't write about what you love best, but about what you alone love AT ALL. (Who wrote that??? Annie Dillard? Natalie Goldberg? Maybe Diane Ackerman?)

Same applies to finding your brand. You have a lot of good qualities your brand could communicate. Your competitors have a lot of the same qualities. Your brand should show how you're different, not how you're the same. Escape that sea of sameness. Find your inner weirdo and let it shine!

Your brand should show how you're different, not how you're the same.

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