What Is Pantone? Understanding The Language of Colour

In design and branding, colour is more than aesthetic appeal. Colour embodies emotions, messages, and values. Pantone is widely accepted as the authority of colour standardisation and communication. As we delve deeper, let’s explore why Pantone is respected by designers and marketers. 

Let’s also discover how Primal Digital Agency, a leading Thailand social media agency, leverages its hues to craft compelling narratives.


What is Pantone?

Pantone began its journey in the 1950s as a commercial printing company, but its invention of the Pantone Matching System (PMS) in 1963 revolutionised the way colour was approached across industries. With its unique numbering for each hue, this colour-matching system ensures designers, manufacturers, and printers across the globe can accurately match colours without direct contact.

Since its inception in 1986, Pantone established the Pantone Colour Institute with the objective of providing designers and businesses with guidance on the application of color in design, as well as in products and services of brands. Over the years, the company accumulated experience and expertise, leading to the creation of the Pantone View Colour Planner in 1994. This publication discusses colour trends and the use of colour in design for designers and brands, marking Pantone as a globally influential organisation in the realm of colour. As companies like Pantone continue to shape global design trends, integrating Offshore Staffing Solutions can further enhance their ability to innovate and adapt to changing market demands, providing them with access to a diverse pool of talents and perspectives from around the world.


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Why do Designers Use Pantone?

The universal nature of Pantone colours eliminates ambiguity, allowing for consistent branding and product development worldwide. It’s the language of colour, ensuring that a designer in Bangkok can specify a hue that a manufacturer in Italy can reproduce with precision. Beyond consistency, Pantone’s extensive palette caters to creative exploration, pushing the boundaries of visual communication and product design.


What Is Pantone’s Colour of the Year?

The selection of Pantone’s Colour of the Year is a meticulous process that reflects deep cultural and trend analysis. The chosen colour mirrors the current societal pulse and sets the tone for design and marketing trends for the upcoming year. Art, fashion, lifestyles, socio-economic conditions, and new technological innovations influence this decision, making it a highly anticipated announcement within and beyond the design community.


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Pantone Colour of the Year’s Impact on Design

The announcement of Pantone’s Colour of the Year acts as a catalyst for trendsetting across various sectors, including fashion, interior design, graphic design, and product packaging. It influences purchase decisions, guides brand identity revamps, and inspires creative industries to integrate the selected hue into their visual narratives. This ripple effect showcases Pantone’s profound influence on global design and consumer trends.

Incorporating Pantone into design and marketing strategies requires a thoughtful approach to leverage its potential fully. Here are some tips on how to effectively use Pantone, especially for those of us at Primal Digital Agency, where colour plays a pivotal role in crafting compelling narratives and designs for our clients.

Tips to Using Pantone

Educate Your Team

Ensure that every member involved in design and marketing understands what Pantone is and its colour-matching system. Familiarity with Pantone ensures that everyone speaks the same colour language, which is crucial for maintaining consistency across various media and materials.

Use Pantone’s Tools and Resources

Pantone offers a range of tools, from colour swatches to apps, that can help you select and match colours with precision. Take advantage of these resources to simplify the colour selection process and ensure accuracy.

Integrating Pantone into Design and Marketing

Brand Identity

When developing or refreshing a brand identity, consider using specific Pantone colours to ensure your brand’s colours are reproduced accurately in all marketing materials. This consistency is key to building brand recognition.

Product Design

For product design, especially in fashion, home goods, and packaging, utilise Pantone colours to stay on trend or ensure your products stand out on the shelves with unique colour choices.

Digital Marketing

Incorporate Pantone’s Colour of the Year or other relevant Pantone colours into your digital marketing campaigns to tap into current trends. This can make your campaigns feel more contemporary and aligned with consumer sentiments.

Print Materials

Specify Pantone colours for all printed marketing materials to avoid discrepancies between digital designs and the final printed product. This is especially important for materials like brochures, business cards, and product packaging.

Leveraging Pantone for Strategic Impact

Trend Forecasting

Use Pantone’s trend forecasts to inform your product development and marketing strategy. Being early in adopting the Colour of the Year or seasonal palettes can position your brand as a trendsetter.

Emotional Connection

Understand the psychology of colour and use Pantone colours to evoke specific emotions or convey messages within your marketing materials. Colour can significantly impact consumer behaviour and brand perception.

Cross-platform Consistency

Ensure that the Pantone colours used in physical products or print materials match those displayed digitally. This may involve using the digital equivalents of Pantone colours to maintain visual consistency across all platforms.

Customisation and Personalisation

Consider offering customisable products in a range of Pantone colours. This allows customers to select products that resonate with them and showcases your brand’s attention to detail and commitment to quality.

Sustainability and Innovation

Pantone also focuses on sustainability and innovative uses of colour. Align your brand with these values by choosing Pantone colours associated with sustainability or using innovative materials that reflect the latest in colour technology.

By strategically integrating Pantone colours into your design and marketing efforts, you can enhance brand recognition, connect with your audience emotionally, and stay ahead of industry trends. 


For those wondering, what is the importance of Pantone? Pantone’s colour-matching system is an emblem of innovation and inspiration in design. Its ability to dictate colour trends and unify colour communication globally underscores its indispensable role in creative industries. Pantone is an invaluable resource for brands and designers aiming to stay abreast of colour trends and harness their power.

At Primal Digital Agency, we understand the power of colour in crafting compelling brand stories and creating impactful and memorable digital experiences. Our expertise as a Thailand social media agency enables us to integrate Pantone’s insights seamlessly into our projects, ensuring that our clients’ brands resonate with their audiences in the most visually engaging way. Let us help you discover what Pantone is and how it can transform your brand’s presence with colour.