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Author Biography:

Marla Tabaka  is an internationally known success coach and Inc. Magazine author who helps entrepreneurs get what they want - -personal and financial success. Her integrative approach to coaching combines mindset management and strategic planning, delivering results that have taken many of her clients well into the millions. If you would like to work with Marla please visit her website at http://www.marlatabaka.com



The Pantone Color Of The Year: It's More Than A Color
By Marla Tabaka Tuesday, May 16, 2017
Today’s world brings with it many layers of stress--and the added pressure of running a business doesn’t make it any easier. Who couldn’t use a breath of fresh air? Imagine reconnecting to the soothing and welcoming embrace of Mother Nature—simply by adding a few new throws and pillows to your décor.

Give a warm welcome to the Pantone Color of the Year: Greenery. A refreshing, reviving yellow-green shade that experts refer to as “nature’s neutral”. Greenery is symbolic of new beginnings, reflecting the emerging of spring as the leaves unfold and flowers blossom. 

According to the executive director of the Pantone Color Institute, Leatrice Eiseman, the restorative effects of nature are captured in their choice of this life-affirming color. “Greenery bursts forth in 2017 to provide us with the reassurance we yearn for amid a tumultuous social and political environment. Satisfying our growing desire to rejuvenate and revitalize, Greenery symbolizes the reconnection we seek with nature, one another and a larger purpose.” 

Eiseman told Business Insider that people are very much attracted to green and the message that it gives: the whole idea of being connected to the environment, unity, elegance, rejuvenation and clarity. “The color green stands for all of these things, and is universally appealing," she said. 

Each year, Eiseman and her team select a new color as a snapshot of what is taking place in our global culture. More than just a color, it serves as a foundation for brand innovation and a symbol of current times. Since the year 2000, Eiseman has traveled the globe for inspiration in an effort to distill the prevailing mood into a single hue, and Pantone 15-0343 appears to be the perfect choice for 2017. 

The selection process is not a simple one; an entire team is at play, gathering what they call “proof points” from events that define new trends and reflect cultural shifts around the world. From the runway to trade shows and trends in street art and decorator showcases, the team keeps their finger on the pulse of the world’s collective mood and desires. 

Originally started as a small printing company, Pantone began to carve its path as a global influencer when it was purchased and transformed by Lawrence Herbert in 1962. Mr. Herbert introduced the Pantone Matching System, or PMS, in his revolutionary color swatch match book. Pantone is now the worldwide standard for accurate color communication. 

As technicians in white lab coats work year-round to mix and blend new colors, national brands call out for their expert assistance regularly. Trademarked colors have been designed for international brands like, Starbucks, KitchenAid and Instagram—and it’s not a simple matter of mixing paint. Employing color psychologists and color economists, Pantone goes to the psychological depth of defining what feeling a color aims to evoke. Each year, when the Color of the Year is announced, Pantone works with brand partners like Sephora to blend a custom makeup palette, and Keurig Hot Systems to introduce limited-edition merchandise in the now-trending color. The Pantone Color of the Year reaches deep into our economy in ways the average consumer never even considers.

How Can the Pantone Color of the Year Impact Your Small Business?

Pantone’s yearly selection creates an opportunity for savvy business owners in the handmade industry to stand out from the rest. Certainly, I would not recommend re-branding or changing your key color selections every year, but giving mainstage to the color in a single product, or even a new product line is worth thinking about. Consumers may not be consciously aware of each year’s selection, but they take in the changing trends in clothing, stylish household merchandise and advertising campaigns. Capturing the color in your custom products is sure to offer increased recognition, if only at a subconscious level. With 80% of our human experience filtered through our eyes, visual cues like color are vital in communicating your brand message.

You may even consider creating an annual campaign of your own that’s closely linked with the Pantone Institute’s Annual Color of the Year announcement. Build suspense and excitement around an upcoming “mystery” product to be released on a limited-time basis. Get your social media crowd involved to identify the perfect scent associated with the color once it’s announced, and blend a special soap or pour a signature candle in the newly selected color and scent. At a very basic level, you might purchase ribbons or another accessory to highlight Pantone 15-0343 in your existing 2017 line. 

It is the continual attention to small details like this that creates a strong brand identity. Could Charles Lewis Tiffany have predicted that the fresh, aquatic shade of blue he chose for the Tiffany Blue Book would become an international icon of elegance and sophistication? Who knows? But I for one, feel a pitter-patter in my heart when that beautiful robin’s-egg blue box emerges from a gift bag!


 
 
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