What is a pantone colour?
Pantone are the experts on colour. There’s a whole institute full of colour experts who’s job it is to catalogue, code, promote and champion colour. Lots of designers from the fashion, home, interiors and gifting industries look to the experts at Pantone as the authority on all things colour. The institute has catalogued over 1,800 colours, each one has a code and a name.
Every year, the Pantone Institute announces its colour of the year. Selected by a panel of experts mapping trends from popular culture, fashion, technology, food, and interiors the colour inevitably filters down into design trends. Pantone Colour of the Year for 2018 is Ultra Violet. It’s a real marmite colour, purple being a colour that most people either love or hate.
According to the Pantone Institute, Ultra violet is a regal colour, the colour of the Queen. A mystical colour, the colour of crystal balls. A futuristic colour, the colour that NASA uses to map space. A cosmic colour. A colour of non conformists like the artists Prince and David Bowie who both sadly passed away in 2017.
What does this mean for your food business?
Well in 2018 , buyers from all walks of life – home and interiors, gifting, food will be sourcing purple/ultra violet products.
Features editors from all the top print publications and online sites from weddings to interiors, to food and gifting will be looking for purple/violet products, designs, & content.
Purple / Ultra violet will be a huge trend and will filter down into sourcing guides, designs briefs and buying guides.
How can you – as a food business – make the most of this opportunity?
By creating purple themed products or content eg:
Purple / Ultraviolet themed products – wedding & celebration cakes, wedding favours, iced biscuits, purple themed confectionery.
Recipes, tutorials featuring purple ingredients – think aubergine, red cabbage, berries, juices and smoothies.
Blogs, articles focusing on the health benefits of purple food containing anthocyanins & antioxidants
How can you use this content to gain exposure for your food business?
Why not develop a bespoke range of purple themed products eg wedding or celebration cakes, iced biscuits, lollipops, macarons?
Take really good quality images of your food products that are either made in purple or contain purple ingredients and share.
Promote your purple themed content on your social media channels, not forgetting to include appropriate hashtags
Pitch your purple related content with features editors of print publications and online blogs too.
Don’t forget the messages around purple being a cosmic colour, a futuristic colour, a spiritual colour. These are all trends that may hit the high street in big way in 2018. Is there some way you incorporate these themes into your food products, recipes or content?
As we’ve seen in previous years, Pantone Colour of the Year has the potential to really capture the imagination of designers, artists and creatives and filter down in a major way. Food businesses can play a really big part in this.
How could you capitalise on this opportunity…?
Do you have any bespoke products you already do, or could produce in purple?
Can you think of any recipes you could pull together featuring purple foods?
Let me know your ideas in the comments below – I’d love to hear from you.
If you liked this blog post then why not sign up to ‘The Perfect Bake’ my weekly round up of tips, tricks & training to help you along your business journey – delivered straight into your inbox.
Click here to sign up
If you would like some more in depth training on how your food business can get involved in and capitalise on Pantone Colour of the Year then do head over to our facebook group where an active community of food business owners regularly come together to learn how to grow and develop their food businesses.
Kitchen Table Entrepreneur. Helping Food & Drink Start ups succeed.