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printers, when it came to identifying colours simply by what were, after all, quite generic names. He wanted a codifi cation that recognised the subtleties of shade and tone which could be understood by any printer, anywhere in the world. Therefore, the Pantone Matching


System, one that was followed by another for use in the fashion and home interiors worlds. Why is this


important to mere mortals?


Just ask any football supporter. FC Nurnberg, Bayern Munich and Manchester United all play in red, but their red. Just as McDonalds has its own yellow in Pantone 123,


Starbucks has its green (Pantone 3298) and Coca-Cola its red (Pantone 484). While its eff ects are ongoing globally, the colour of the year announcements are eagerly awaited, thanks to Pantone’s reputation for forecasting trends and understanding how social change can infl uence what we want on our walls and in our wardrobes. Various studies all over the world have highlighted the importance


of colour as the biggest single motivator when choosing a product, as well as the value of overall visual appearance on marketing persuasion. This is nothing new. Research conducted for the Seoul International Color Expo as long ago as 2004 found that 92.6 per cent put most importance on visual factors when shopping. Only 5.6 per cent cited the physical feel of a product. Another for the Institute for Color Research revealed that people make a subconscious judgment within 90 seconds and 62-90 per cent is based on colour alone.


FOR MORE INFORMATION pantone.com


DOMOTEX MAGAZINE 2021


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