What Pantone (and Today’s Designers) Can Learn From Fifteen Seconds…

Two weeks ago, I arrived for the first (but not the last) time in Graz, Austria to speak and attend Fifteen Seconds Europe 2018. Fifteen Seconds is an interdisciplinary business gathering for the ‘Curious Ones’ – more than 5,000 visionaries from a wide range of industries, coming together to set new impulses in marketing/advertising, media, technology, digital and more.

On top of being a Curious One myself, I had the great honor of speaking at Fifteen Seconds on behalf of Pantone to inspire and educate attendees on the Power of Color and how it drives the success of Iconic Brands. Much of my reflection during and after the event (still with a smile on my face) was about how Pantone sits in this interdisciplinary sphere, and how we can help ensure that color resonates amongst curious ones, creatives and ultimately consumers. Here is what I will take forward: 

Color and the Curious

Color is the first thing we see, and the last thing we forget. Over 80% of human experience is filtered through the eyes, but color grabs our attention first. So, if we use it wisely, it can get the message across faster than any other form of design. So, whether color is subjectively beautiful or objectively critical, good commercial design needs to sell to keep us all in business.

What this means for the Curious Ones is that we must not forget that standards and boundaries are there to guide us and help us grow, not to be a barrier. Pantone is focused on continuing to foster curiosity, creativity and innovation and to do that, we need to support and educate all leaders, creatives and innovators on the power of color - both emotionally and commercially - in today’s business world.

Color in a Digital World

More education is needed on Color and Visual Color Space. Period.

How many conversations did I have in Graz that were no different than those I face every day at my desk?

Today’s digital designers (dare I say Millennial?) start on screen. In my day, the junior designers started in production, tackling the nitty gritty problems of bringing color to life – in brochures, in packaging, on signage. The starting point for brands and agencies was a Pantone Formula Guide, since they knew that was achievable in print. The starting point took into consideration the end point and planning was essential to success. Bearing in mind, we did have time to plan, as we had no phones and social media to distract…

My point is that much of design today stays in digital, but in reality, digital (only) designers are still just 5% of the design population. So, when digital color goes physical, panic sets in and they call Pantone. Our strength lies in helping designers from the start of the project and enabling them to realize and control that color from inspiration through production.

Our visual color spectrum is vast, we can see up to 7,000 colors (if we are the lucky ones, with perfect vision). Our RGB screens can produce even more. Pantone spot color can print 1,867 (at last count)… and CMYK can match some quite well, but not all of these. The tools of Pantone can help when it comes to color inspiration, consistency and achievability, but the bigger issue lies in education amongst the digital generation, and understanding color space and achievable color from the start. (Sorry to use the 'a' word...)

Brands, Indie Brands, Start-ups

Did Henry Ford know that he was creating a brand? No, I guess not. But we all know that he was curious, he had vision, leadership and wasn’t afraid of what might have been disruption…

New ‘brands’ are starting up and incubating all the time, all over the world. New materials, new technologies, new ways of working. However, color remains critical in making connections with the customer. We know that consumers make a decision within an average of 3 seconds, once they see products on a shelf, and when it comes to purchasing, up to 85% of decisions are made based on color alone. So, when color doesn’t appeal, or when colors appear inconsistent, it raises questions and sometimes those questions can mean the difference between Sold Out, or On Sale.

The big brands - local, national and international - that have built reputation and trust and commitment have also done, and regularly do their homework to ensure that consistency of voice, and consistency of production values are part of the process. Big brand or small brand - understanding how brand color will attract or repel, and how it will reproduce in all the materials desired (new and old, natural and unnatural, recycled or upcycled) is critical to brand growth. Particularly when growth crosses substrates and borders. Today’s Henry Fords need to address color sooner rather than later. Today's indie brands are, increasingly, the iconic brands of today and tomorrow. We can learn from each other.

I came home to England, and I called my mom. All I said to her was “PLU's”. She said “Ahhhh… PLU's. Lucky You”. PLU means People Like Us. How does a girl from Madison, Wisconsin, USA find home in Graz? Thanks to Fifteen Seconds, there is a place that promises nothing but curiosity, and delivers in spades. Leaders, Thinkers, Disrupters, Young and Old(er) together to search for answers for two days. Everyone and No One has the answers, and the best part is that they are open to searching and finding new ways to make our world a better place through marketing and innovation and sharing. And so is Pantone. So, we're good.

I can't help but share the "Graphic Recording" that was created during my speech by the clever people at VerVieVas. Personally, I'd like more color, but I'm predictable.

Graz, my new favorite place on Earth.