At the risk of bringing the summer vibe and sunny tone down for a few moments, I think most would agree that the world really is in a pretty bleak time in history. Humankind appears intent on not learning the lessons that history has taught us, wars continue to rage, advancements in some technologies are leaving us more and more disconnected and the environment's future looks especially tenuous.
Enter, Pantone's 2019 colour of the year, "Living Coral". Right now, the world definitely needs this happy, playful and vibrant hue. And for more than purely aesthetic purposes.
Pantone describes this bold colour choice as vibrant, yet mellow: "Living Coral embraces us with warmth and nourishment to provide comfort and buoyancy in our continually shifting environment. In reaction to the onslaught of digital technology and social media increasingly embedding into daily life, we are seeking authentic and immersive experiences that enable connection and intimacy. Sociable and spirited, the engaging nature of Living Coral welcomes and encourages lighthearted activity. Symbolizing our innate need for optimism and joyful pursuits, Living Coral embodies our desire for playful expression."
This lighthearted, yet authentic joy and comfort delivers a welcome contrast against the dark backdrop of today's world.
At first blush, this would ordinarily be enough to support Pantone's decision to announce it as this year's leading hue. BUT! I believe there's more to this exquisite shade than meets the eye. I've dug a little deeper and discovered that this is a hue that is a bold leader and supportive team player in equal measure. If you're like me and you're interested in the psychology of colour, read on...
Living coral is enabled through the Laws of Nature to grow and flourish in our oceans and seas - but can only do so by giving up its individuality and attaching to another piece of the whole. In this respect, some colour psychologists maintain that coral is representative of the community or global/humanitarian consciousness. Arguably, this colour selection truly couldn't come at a better time for our planet.
Despite being such an emphatic and dominant tone, it's pretty clear that it's a pretty shade that just loves leading and operating as part of a team - depending on the situation and application. Pretty incredible, huh?
If only some of our world leaders and influencers shared the same unique qualities. If only...
Unsurprisingly, its ability to lead or collaborate means that it has many practical and delightful applications. As a hero or accent colour; opaque treatment or barely-there stain.
Stepping away from the heavy metaphors for a bit, here's my hot take on how Living Coral might be incorporated across various applications in 2019:
PARENT BRANDS: I tend to steer well clear of trend-led colours for brands that have a shelf-life exceeding 12 months. However, it would absolutely be acceptable (and stunning) as an accent colour in conjunction with classic colours or as part of a broad and generous brand colour palette.
CAMPAIGN + PROJECT BRANDS AND CREATIVE: A definite YES from me, depending on the space in which your business operates.
HOME: It all comes down to personal taste. But if it were me (and I had an endless bucket o' cash), I'd incorporate it into my soft furnishings, art pieces, pot plants and/or plants. A less is more approach, with the gorgeous colours quietly leading the rest of the colour palette. Can you just imagine it in conjunction with soft teals, blush pinks, dove greys, grey-based whites and navy blues? But I digress!!
BEAUTY: Lips - definite tick. Eyes - sparingly. Cheeks - a cheeky wash. Nails - OPI has been ahead of the curve with this shade for years, oh yes. Hair - can you just imagine a tint or wash in this hue?
FASHION: Yes. Cannot wait to see how this plays out over the next 12 months. It's not for everyone, but if we apply the 'less is more' principle, I think we'll be on the right track.
How will you incorporate Living Coral into your 2019? I'd love to hear your thoughts.
Until then, I'll continue to admire this gorgeous and versatile shade. It certainly packs a brightly coloured punch for a world that (at times) desperately needs a kick up the behind.
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