Peach Fuzz or How Pantone's Colour Consistency Powers Brand Identity
Let’s talk about Peach Fuzz — Pantone’s 2024 colour of the Year. This warm and inviting hue is remarkable not just for how it looks but for how it maintains a consistent appearance, whether it’s displayed on a billboard or a ceramic mug. It’s more than mere aesthetics; it’s about the power of consistency. If you’re not yet convinced, read on to see how Pantone has transformed colour consistency into a critical asset for brands around the globe.
Consistency Sells
In the mid-20th century, Kodak, a leading camera and film producer, faced a notable sales challenge caused by inconsistent packaging colours. It was like playing roulette: some boxes showed a lighter shade of yellow, while others were noticeably darker. Customers, ever perceptive, began associating lighter boxes with fresher film and darker ones with older stock. Naturally, the brighter boxes sold better.
The root cause was the varying interpretations of “Kodak yellow” across different manufacturing facilities, each creating a slightly different version of the colour.
How did they resolve this? Pantone offered a groundbreaking solution: a standardised colour system ensuring that a brand’s colour looks the same, no matter where or how it’s printed. This level of consistency is vital for upholding brand identity.
It’s Not About Colours — It’s About Promises
Recognising a brand by its colour is like tasting your grandma’s lasagna on a Sunday: both experiences are unmistakable and authentic. Just as the taste of that lasagna transports you back to cherished family gatherings, the sight of a specific brand colour evokes instant familiarity and recognition.
Picture your partner setting Tiffany’s iconic blue box on the dinner table at a fine restaurant. Chances are, you’d say “yes!” not just because the box is beautiful but because it symbolizes a promise. Just as a Tiffany ring represents a cherished commitment, Pantone promises to replicate Tiffany Blue flawlessly across every medium — from elegant ring boxes to digital landing pages — ensuring that unmistakable hue remains a beacon of enduring quality and trust.
Recognition and Familiarity
It all comes down to recognition and familiarity. Jakob’s Law states that users prefer your website to function like all the others they already know. Pantone applies a similar principle to colour: people expect a brand’s colour to remain the same wherever they encounter it. This expectation is now a cornerstone of user experience, spanning not only digital platforms but also physical products and marketing materials.
The Power of Consistency
From Kodak’s colour mishaps to Tiffany’s iconic blue box, it’s clear that colour consistency is far more than an aesthetic preference. It’s an unspoken promise — one that connects brand identity, user experience, and emotional resonance. Pantone’s standardized colour system is the unseen force ensuring that promise stays true, no matter where or how colour is presented.
Whether you’re considering Peach Fuzz or another of Pantone’s many shades, remember that colour is the thread that ties together brand recognition, trust, and authenticity. When executed consistently, it creates an experience that’s both visually stunning and deeply reassuring — an experience that resonates as powerfully as Grandma’s Sunday lasagna.