Color Trends: How to Make Them Work for Your Brand

Did you know that the human eye can see one million colors? Color gives context, beauty, and meaning to our lives. 

But like anything, colors tend to come and go with the times. It’s the reason why we associate the ‘80s with funky shades of neon and the ‘60s with hues of brown and orange. 

Whether you notice it or not, colors give off a particular vibe that’s tied to a place, time, or memory. It’s inherently emotional, which means it’s surprisingly important for promotional product campaigns. 

Get ready to color your world. Let’s dive into why color matters for promotional products, as well as five color trends you should use for 2022.

Why does color matter?

So, why do we care about color in marketing? Can’t you just make everything blue, gray, and white and call it a day? 

Well, you could, but you might be missing a vital opportunity to capitalize on hues that can connect to your audience in a universally relevant way. While core color consistency is definitely important for a brand, infusing some trending colors can tap into a collective, emotional aspect that's as exciting as it is timely. Each color gives off a specific vibe, so your team should choose a color that matches your campaign goals. 

Color matters for a slew of other reasons, too: 

• It’s persuasive: Colors communicate on a subconscious, emotional level. That’s why drug manufacturers intentionally make sleeping pills blue—we associate blue with serenity and calm. It’s important to use a color for your products that matches the end goal for the consumer. If you’re an energy drink brand, go with energizing orange. If you’re a baby brand, go with calming (and gender-neutral) mint green. 
• Shoppers care about aesthetics: There’s a reason why Instagram is so popular: people care about how things look! In fact, 93% of shoppers rate visual appeal as the most critical factor for choosing products off the shelf. And 85% say color is the primary reason they buy certain products, too. 
• Color attracts specific audience segments: Did you know that product color choice can influence certain consumers? Shoppers on a budget tend to go for navy blue or teal, while impulsive shoppers usually go for red or black. Men tend to prefer bolder colors, while women prefer softer colors. This means that, as long as you know your audience demographics, you can choose colors that attract the right people to your business. 
• Color affects brand recognition: Color increases brand recognition by 80%. The right color shows off your brand’s personality, but it also hard-wires your customers’ brains to associate that color with your brand. It’s the reason why Target’s red bulls-eye is so iconic!

5 color trends for promo products in 2022

Ready to paint the town red (or Very Peri)? Make 2022 your year by incorporating these five color trends into your branded merchandise. 

1. Pastels

The ‘90s are back in the form of pastels. In 2022, consumers have been through nearly two years of uncertainty and tension, from public health to socioeconomic stress. The soothing effect of pastel colors is in demand right now, but with a twist. 

Use pastel colors in pink or blue to give your promotional products a little bit of an edge. We recommend Pantone 12-4401 (Spun Sugar) and Pantone 13-1513 (Gossamer Pink) for this trend. 

2. Muted earth tones

Like pastels, muted earth tones give off a vibe of comfort and serenity by referencing colors found in nature. For thousands of people living and working from home in small apartments, earth tones are a great way to tap into the back-to-nature vibe that consumers find refreshing.