Each year, Pantone releases the color of the year, and it has widespread commercial implications. The color influences interior design, fashion, digital designs, and so much more.
Sometimes, the color of the year will be something that directly connects to your brand. At those times, incorporating it into your web design will be a no-brainer.
Other times, the selected color will pose what seems like an impossible challenge to your marketing team. The 2018 color of the year, Ultra Violet, has been one of those times for many brands. This strong purple color was met with some panic; purples often invoke a yay or nay response, with little middle ground.
Pantone’s take on the color of the year is that “nuanced and full of emotion, the depth of Pantone 18-3838 Ultra Violet symbolizes experimentation and non-conformity, spurring individuals to imagine their unique mark on the world, and push boundaries through creative outlets.”
If you’re wondering how to talk to your marketing team and your digital agency about how to use the color of the year in your web design, there are definitely a few basic ideas that you can use to jumpstart the conversation.
The first thing to announce is that you are not going to go “all in” on the color of the year without careful consideration of your audience. Transforming your entire web design on a trendy whim will only lead to your audience feeling alienated. Instead, try to find subtle ways to use the color to bring your existing design a fresh update.
Switching up the colors you normally use as borders is a gentle way to keep your brand current while retaining the integrity of your brand guidelines. You can use solid colors for the updated borders, or use gradients to merge the trendy color back into your brand’s natural colors.
Using overlays with some transparency can help you integrate new life into your web design while bringing you up to speed with current design trends. You don’t need to do major changes to anything that is already published, just have your web designer do minor editing to add overlays in pre-determined shades that line up with the color of the year.
If the color of the moment is just a little too much for your brand, consider finding ways to use it with a gradient effect. This will soften the boldness of the color, and give you a broad range of options for using it in your existing design.
If you aren’t ready to bring the trendiest colors to the forefront of your website, consider using it just in accent areas. Maybe sprinkle it throughout your text, or only have it visible in roll-over elements.
Colors don’t always operate independently; pair the trendy color with a contrasting color to create space, movement, and dimension in your web design.
Don’t be afraid of bold colors, and don’t write them off completely as a short-term trend. Have some fun with color in your web design by finding natural ways to draw out and enhance the color where it already exists.
For more tips on how to best use color in your marketing efforts read our guide: How to Use Color to Communicate Your Message