Brand Strategy
2 issues tagged with this topic.
Designing for global audiences: what color associations actually vary across cultures
The idea that color associations are radically different across cultures is both overstated and understated — overstated because many color associations are more universal than commonly assumed, understated because the associations that do vary are highly consequential and regularly cause brand failures in international markets. A design-practical understanding separates the myths from the real risks.
Color forecasting: how trend cycles work and how to use them without following them blindly
Every January, Pantone announces a Color of the Year. Every season, fashion and interiors industries publish trend forecasts. Designers are often caught between two positions: dismissing these forecasts as irrelevant marketing, or following them too closely and producing work that dates quickly. The more useful position is understanding how color forecasts are constructed, what signals they aggregate, and how to use them as one input among many rather than as directives.