The world of colors is a complicated one. There are dozens of formats and codes based on the application like paper, inks, digital screens, etc. When you are navigating your brand, you have to take into account how the colors will be used.
When people think of McDonald's, they picture the golden yellow arches. Coca-Cola also distinguishes itself with its bright red background and crisp white lettering. These are just a few of the many examples of how your brand's color palette is just as important as the logo itself. Pantone Matching System (PMS) is the industry leading way of ensuring your colors are accurately represented, each and every time it's used.
The Pantone Matching System allows for a universal language when it comes to replicating very specific colors. Protecting brand integrity is extremely important. Making sure colors are printed accurately and consistently each and every time is critical. Each PMS color is assigned a universal code used by printing companies and graphic designers (ie. Dark orange is 172 C). This code gives us the formula to mix a precise color combination, to eventually get your designated PMS colors.
The world of colors is a complicated one. There are dozens of formats and codes based on the application like paper, inks, digital screens, etc. When you are navigating your brand, you have to take into account how the colors will be used. Below is a quick cheat sheet to help you along the way.
Studies show that choosing the right color can increase the brand's recognition by up to 87%. Businesses need to choose the colors that best represent their brand's image. For example, red is seen as a bold and exciting color and often used in restaurants such as Pizza Hut and KFC. Green represents nature or profitability and is sometimes used in the banking and finance industries.
Most of the time companies can reference their brand guidelines for specific Pantone call outs. Graphic designers are often very intentional about referencing colors. If you have questions, start internally and see what you can discover. Our art department can also assist with PMS Color matching using our color converters and tools. For those that haven't decided on a color yet, they can go to Pantone's website and use the Pantone Color Finder to look at the 9,758 colors. The Pantone Connect platform can also be downloaded to mobile devices for easy access to the PMS color library.
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