Category: trends

Pantone Color of the Year for 2017: Greenery

pantone-2017The Pantone Color of the Year for 2017 is Greenery, specifically 15-0343. Pantone says of this year’s pick, “A counterpoint to the dark malaise caused by the murky political climate around the world. Greenery burst forth in 2017 to provide us with the hope we collectively yearn for amid a complex social and political landscape.”

Good grief, that’s a helluva lot of expectation to put on one color that is basically Kermit eating at Shake Shack. In fact, I think I’d rather focus on that spunky frog enjoying a delicious burger and fries at my favorite addictive eatery than think of what else this particular color can symbolize. I mean, if Pantone is referencing the current politics in America, I think there might be a better color than one associated with money and swamps.

Pantone was founded in New York and is now headquartered in New Jersey but we’ll give them the benefit of the doubt about their global inspiration since their colors truly are the standard for color matching around the world. And actually, Greenery is a nice sort of bright neutral and much better than 2016’s Colors of the Year: baby pink and blue (excuse me, Rose Quartz and Serenity) for example. That particularly twee combination made every designer I know just shake their damn heads.

rose-quartz-and-serenityNot to mention the previous year’s color “Marsala” which reminded me forcefully of Friar Tuck’s bandage needing to be changed. Talk about a dark malaise.

marsala

But like a train that shows no sign of slowing however many rational arguments and marches are made against it, here we are with this Greenery. It may be already overused but I have to admit it looks fabulous in people’s yards if they have the money to pay for water, and is a staple in packaging, fashion, and home decor. Pantone also says it’s “trans-seasonal” and anything with the word trans in it is fine in my book so let’s pour a tall glass of green river and toast Greenery, Color of the Year 2017. And to help a bit with that murky political climate, let’s add a little absinthe in there as well. Also green.

For more from Pantone about this year's pick go here

-Barbara Combs

Be attractive. Dress your brand for success.

Second in a series, THE 5 LAWS OF GRAVITY FOR A MORE SUCCESSFUL BRAND.

When you're creating or recreating your website, smart design is more than decoration. Smart design makes even the hottest brands more attractive and sometimes the key is in keeping it simple. According to econsultancy, 40% of people will abandon a website if it takes longer than 3 seconds to load.

That can translate to other areas of your brand. Margin Media reports 48% of users as saying  that if they arrive on a business site that isn't working well on mobile, they take it as an indication of the business simply not caring. (stats pulled from the awesome Hubspot)

Color is key in web design as it is in other areas of marketing, maybe second in importance only to color in packaging. For your website, color can affect positive or negative growth pretty dramatically. Here's a clear and cool little infographic on color from instantshift:

color-in-web

It's important to be aware of trends in consumer reactions. Smart design + strategy is the recipe that helps your brand exert all kinds of gravitational attractiveness. Be the Ryan Gosling of branding and don’t be afraid to channel your inner heartthrob.

High on Branding. why we’ve got a need for weed

Or cannabis. Or pot or grass or bud or hemp or smoke or.... just plain marijuana. Anything but dope which is what we called it in the 1970s and which still elicits snorts of derision from my adult children when I say it. Unless it’s dope as in cool. Dope as shit.

Anyways, Now that recreational use is legal in Washington, I want a cannabis client for Gravity so bad I can taste it. Or smoke it. Whatever, the point is, there has never been a branding opportunity like this in the history of ever.

It’s going to need naming, voice, logo, marketing, packaging, creating a brand for something people have been jonesing to be legal for decades—millions using it illicitly—now suddenly this juggernaut, this leviathan of wrong and right and fun and ok/not ok product is going to be heading through the 12 items or less line with several packages of Doritos and Ding Dongs. Well there is simply no precedence for it. To a branding pro this is, pardon the pun, heady stuff.

Consider alcohol just after Prohibition. Same thing in terms of a percentage of the population always using it (making their own in the case of my Grandpa Roy) and then the liberation and libations when Prohibition was repealed. But branding and advertising were a whole other thing in those days and the breadth of products and ways to reach the audience were relatively small.

Now it’s 2014 and you’ve got a substance that millions of people want, still in a limited space with a limited supply but a wide range of ways to consume it: dried as always, oils, chews, baked goods, infusions, oh good grief, this is Everything.

And check out that target audience. Stoners, sure. No disrespect meant but like hardcore Christians and the second coming, they prayed this would happen and I can believe they are feeling the rapture. But even better and much more fun is that vast untapped, empowered, wealthy, maybe slightly hesitant but what the hell adventurous Chardonnay drinking 40-something female demographic. Okay, they don’t have to drink Chardonnay, it can be Proseco…point is, there are women who’ll want weed and that my friend is one awesome demographic. If you only market it to women, you could craft an awesome and lucrative brand is what I’m saying. But there’s more.

How fun, how new, how bad we want to boldly go where no brand has gone before. I can already imagine the smokesperson™…somebody uber cool and not too young and already a little messed up in the best way. Someone to help create the buzz. And the best part is, we’re all in on the celebration.

While many will be pushing the stuff out in whatever packs are handy and legal, there are already some stellar package designs out of Colorado and much much more to come. I’ve got to admit, even if Gravity doesn’t get in on the ground floor, I can’t wait to see how this market evolves. It’s gonna be so Far Out.

-Barbara Combs

Hoist to the Chief

Gravity Celebrates the Presidents of These United States

We love our George Washingtons and Abraham Lincolns as much as the next person. But when it comes to Presidents Day at Gravity, we proudly take the entire day off to celebrate the lesser known Presidents—the Millard Fillmores, the Calvin Coolidges, even the Howard Tafts.

And in the great tradition of Gravity, as anyone who knows us will tell you, the way we celebrate these stellar men and their fellow POTUS’ (POTAI?), both sung and unsung, is to create signature cocktails in their honor.

So let’s all raise a glass to the men who led our country in victory and defeat, style and scandal, tight waistcoats, elaborate sidewhiskers, and funny hats. To each and every President of these great United States, we drink to you.

Here is just a small sampling of our suggested Hail to the Chieftails.

  • Martini Van Buren
  • Long Island Ike Tea
  • Hot Toddy Roosevelt
  • Beerack Obama
  • Millard Fillmorjito
  • Jimmy Sidecarter
  • Calvino Coolidge
  • Beers on Taft
  • Gin F. Kennedy and Tonic
  • Harry Trumanhattan
  • Dwight David Budweisenhower
  • George Herbert Walker Margarita Bush

2014 Pantone Color of the year: Not-so-Radiant Orchid

blog-header-orchid

Color of the Year for 2014 is Radiant Orchid, specifically Pantone 18-3224 for those of you who love to be exact about such things. And thank god for it as last year’s color was Emerald which was actually too depressing to even blog about. Pantone announced this year's pick as “vibrant, captivating—and suddenly everywhere. With a harmony of fuchsia, purple and pink undertones, Radiant Orchid emanates great joy, love and health.”

Awesome! The only problem is, on closer inspection Radiant Orchid ain’t really all that radiant. In fact, it's pretty damned mauve. Exhibit A:

the-right-orchid

So we’ll embrace the orchid radiance only after we toss in a few real fuchsias, purples and pinks. Check it out.

blog-collection

You should visit the fab sites where we grabbed some of the crazy cool stuff above: weddingomania.comstartclosein.blogspot.com, and fieldstonehilldesign.com