Pantone: Unlocking the Language of Branding and Culture
Earlier this year at SXSW in Texas, I had the opportunity to sit down with Elley Cheng, President of Pantone. In this exclusive interview, Cheng discussed the profound impact of colour on communication and branding + shared an exciting collaboration with Grammy-nominated Tierra Whack. I also had to ask her, what’s your fav colour?! Known for its widely used colour-matching system, Pantone sees colour as more than aesthetics, it’s a language that conveys emotions, messages, and brand identities. Colour and Culture After noticing that Elley wore Pantone shoes, we discussed evolving colour trends in culture and society. Elley pointed out that colours are constantly evolving, with their meanings shifting over time. For example, the evolution of pink illustrates a dynamic relationship between colour and culture, from gender norms to millennial pink, and the evolving brand of Barbie. “Color doesn’t stay static, just as culture doesn’t stay static,” Elley mentioned how pink has “gone through a vibe shift.” What was once a colour with limited gender connotations, pink now carries diverse and complex cultural significance. Understanding these cultural shifts is an important consideration for brands as they craft their identities and messages. As Cheng emphasized, “We want to showcase the way colour can express a thought, a brand’s meaning, or what they stand for. It’s the most direct and quickest way to hit the person’s psychology.” Building a Brand with Passion Elley highlighted Pantone’s role in facilitating communication through collaborations, such as the recent partnership with Grammy-nominated rapper Tierra Whack for her album release. Working with conceptual artist Alex Da Corte, a curated palette of colours was inspired by Whack’s persona and artistic vision. This collaboration is a testament to how colour can powerfully express a brand or person’s identity. “Color and culture are very strongly tied because one creates and…
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