As creatives we get emotionally charged. Our instincts are driven by an array of ideas as to what, where and how can we use this colour. We want to be part of this exciting phenomenon, and make sure that all of our clients, brands and peers tap into this super ‘in’ colour. No one wants to be left behind! 

In behavioural science terms, this is known as herd behaviour – where individuals tend to act collectively as part of a group, often making decisions as a group that they would not make as an individual.

So what’s the inspiration behind Pantone Colour of the Year 2020 – ‘Classic Blue’?

Described by Pantone as a timeless and enduring blue hue; elegant in its simplicity. Suggestive of the sky at dusk, the reassuring qualities of Classic Blue offer the promise of protection; highlighting our desire for a dependable and stable foundation from which to build.

“The Pantone Colour of the Year highlights the relationship between trends colour and what is taking place in our global culture at a moment in time, a colour that reflects what individuals feel they need that colour can hope to answer,” said As society continues to recognise colour as a critical form of communication, and a way to express and effect ideas and emotions, designers and brands should feel inspired to use colour to engage and connect. A multi-sensory experience.”

Laurie Pressman, vice president of the Pantone Colour Institute.

This is the first year that Pantone has collaborated with sensory experts to take the shade beyond a mere colour swatch. The company has worked with creatives from the fields of music, food, fashion, beauty and technology to imagine Classic Blue as “a sound, a smell, a taste, and a feeling.

This colour allows creatives to be bold. It’s a colour that is universally loved, giving flexibility for use indoors, outdoors, in small or big spaces, on people and on products, with a sense of synergy across everything.

We can allow ourselves to be more experiential with Classic Blue. And it’s sure to be a colour with enduring appeal throughout 2020.

As an agency, influencing behaviour is core to what we do. We call it creativity informed by behavioural science. If you are interested in understanding more about how we do this get in touch now.