Tag Archives: color psychology

Spicy and Sweet

Summertime, and the livin is easy (apologies to Ira Gershwin)… what does that mean for summer colors?

Tangerine TangoThink spicy heat meets sweet. This Summer’s colors make you feel like a cool dip in the pool on a hot summer day. Or maybe put you in the mood for a big scoop of jalapeno ice cream.

The forecast calls for daring, hot neons, with a mix of breezy, refreshing pastels. Tangerine Tango, the Pantone color of the year, unsurprisingly leads the hottest colors this season.  It sets the stage for both ends of the spectrum with ten base colors – Tangerine Tango, Caberet, Margarita, Bellflower, Cockatoo, Sodalite-Blue, Starfish, Solar Power, Driftwood and Sweet Lilac. These colors are the launching pads for all things design, including advertising.

Tangerine Tango’s bold color is being paired with others to create daring duos that makeheads turn. One of the most popular pairings is tangerine tango and bellflower. This summer, however, Tangerine Tango’s flamboyant cousin – neon orange – is also in town.

For summer 2012, these visual extroverts make their presence known! You will need your shades for more than blocking the sun May through August.


Too much heat, and you get burned. Understated, cooling colors contrast nicely with the spicy hues above. Alone, margarita (mint green), sweet lilac and driftwood (soft grey) provide a calm, fresh, wholesome vibe.

Bright and cool huesCombine the two and you get some irresistable combinations. Splashes of color pop against the neutral cools, instantly focusing the eye.

How will you use these trends in your marketing materials? Let us know!


It’s Time To Tango! A Deeper look at Pantone’s 2012 Color of the Year.

Dance your way into the new year with the official Pantone color of 2012, Tangerine Tango (Pantone 17-1463). This energetic reddish-orange evokes a feeling of motivation and positive energy which will help people enter 2012 feeling refreshed and ready for what’s next.

Building off of 2011’s Pantone color, Honeysuckle, which dealt with optimism specific to facing everyday troubles, Tangerine Tango will offer the fashion industry a pretty punch for their new designs, and in-turn, an interesting color focus for the advertising industry.


Color psychology, when used properly in marketing, can help achieve the desired emotional affect on an audience. Marketing studies show that advertisements have ninety seconds to draw in viewers. On the internet, it is less than half of that, leaving advertisers with a mere 30 second window to rope in their audience. Color can help achieve these goals.


Orange, in general, suggests excitement, endurance and ambition. It stimulates feelings of enthusiasm and warmth. German-born American painter Wolf Kahn once said, “Orange is very blatant and vulgar. It makes you immediately start having feelings.” This color never fails to grab attention. Hence, the use of orange for traffic cones and life-vests. When it comes to “true” orange (a hue often referred to as Pumpkin Orange), people either love it or hate it.

With it’s combination of red’s connection to strong emotions, such as love or anger, and yellow’s hunger for attention, orange creates a complex combination.

2012’s Tangerine Tango includes a higher percentage of red, which causes it to embody many of red’s qualities. The Pantone News release stated that Tangerine Tango is, “Sophisticated but at the same time dramatic and seductive, Tangerine Tango is an orange with a lot of depth to it.”


This prominent Pantone will surely grab an audience’s attention. Orange is already a popular color in marketing due to it’s guaranteed ability to attract the human eye without being too harsh.








In advertising and product or branding development, color choice matters. What ways do you think businesses can use Tangerine Tango to draw attention this year?