https://padlet.com/vikaboitsiv09/Bookmarks en-us 2022-03-31 16:29:10 UTC 2024-09-06 07:22:24 UTC hello@padlet.com vikaboitsiv09 https://padlet.com/vikaboitsiv09/Bookmarks/wish/2403191789 Pantone Inc: authority on color

If you’re not an artist, a printer, a graphic designer, a stylist or a couturiere, you probably aren’t fluent in the language of color. You might know the difference between salmon and fuchsia, maybe even between azure and turquoise, but you can’t tell royal blue and navy blue apart. Being able to differentiate between tones and navigate the subtleties of shades comes in handy when you need to explain a precise color to someone and make sure they know exactly what you mean. You need a dictionary, and when you want to speak color, such dictionary is Pantone.
Pantone, Inc. started as a printing company in New Jersey. They specialized in color charts for the cosmetic, fashion, and medical industries. Then they picked up on an insight: identifying exact colors from names alone was difficult. Everyone involved in the printing process had their own vision of hues and tints. Press operators used ink-mixing formulas as per their own, not the client’s or designer’s, interpretation of what the final color should look like. This misunderstanding led to mistakes, inefficiencies and numerous reprints. With the introduction of the Pantone Matching System (PMS) in 1963 professional designers and printers all over the world got a standardized numeric language that helped identify and accurately produce any color or variation thereof. Now PMS is used almost anywhere, from printing to manufacturing of plastics, fabrics, and paints.
And Pantone, Inc. is now a global design force with highly diversified business and clever marketing strategy. PMS still accounts for 70% of its revenue, but it’s not all.
In 1986 Pantone opened the Color Institute that offers trend forecasting, color consulting, and strategic development to companies in retail, fashion, manufacturing, electronics, and more. Suppose you are a start-up fresh out of a Silicon Valley think tank and need help with branding. Which colors do you pick for your visual identity? Will tangerine orange communicate your values better than crimson? Or should you go for maroon instead? Which will attract customers better: jade, lavender, khaki, charcoal, or coral? Pantone Color Institute experts will give you a most comprehensive account – for a substantial fee, of course.
To a wider audience Pantone is perhaps best known today for its heavily marketed Colour of the Year campaigns.
As of 2000, every December Pantone announces the color of the following year. To conjure it up, Pantone experts read the current cultural pulse and determine which color best expresses the attitudes and emotions of the times. Marsala, Rose Quartz, Mimosa, Shark Skin – these are just some shades that have been proclaimed by Pantone as dominant color expressions of the cultural zeitgeist.
Colour of the Year campaigns hold incredible influence over creative industries. But Pantone is criticized for turning colours into mass market commodities, with many products directly profiting the company through partnerships and licensing. Monopolizing color to the extent Pantone does create a certain controversy: does this monopoly make the language of colour more comprehensible or does it rob it of its uniqueness and affect the spectrum of meaning this language conveys?

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