Why Classic Blue Is Advertising’s Go-To In These Chaotic Times

Why Classic Blue Is Advertising’s Go-To In These Chaotic Times
SHARE
THIS



Today B&T’s talking colour. And more so, colours that attract consumers. And who better to do that than Petra O’Halloran (pictured below), creative research project manager at Getty Images & iStock who takes a look at 2020’s dominant colour…

Blue is the colour. At least that’s what Pantone told us when they selected Classic Blue as their colour for 2020. Pantone said it’s a reflection of the times and public sentiment, offering reassurance and instilling calm, confidence and connection.

While this might not seem very controversial, Pantone’s selection of Classic Blue for 2020 is not without detractors. As one opinion writer wrote: “I’m not offended by ‘Classic Blue’, but I’m offended that Pantone has assigned it the vitally important role of ushering in a new decade, particularly one that follows a decade as tumultuous as the 2010s. Classic Blue feels aggressively 1997. Classic Blue is the color equivalent of watching Friends.” Ouch.

I can’t help but take a different view. With 2020 beginning with bushfires ravaging Australia, intense flooding and now, a fast-spreading virus – could it be that Pantone has in fact tapped into our milieu?

Coming into 2020, many of us are reflecting on the turbulent past decade whilst searching for answers, stability and strength in unstable and chaotic times. Classic Blue has a reflective quality, at a time when we do need to look inward and question what’s going on in our world and how we can do better. It speaks to depth, mystery and pensiveness.

Beyond this, Getty Images has already started to see an evolution in how Classic Blue is used in our industry. As recently as four to five years ago, there tended to be more of an icy, clean, crispness to imagery using Classic Blue. The colour was used to suggest professionalism and stability – particularly in the financial industry, but also across the pharmaceutical and medical sectors too. But this started to change, with warmer colours becoming more prevalent.

Last year, I started to notice a trend of using Classic Blue to make those warmer tones and richer shadows pop, particularly in the finance space. Instead of creating a cool blue cast over the entire image, Classic Blue was being used more strategically to give depth, richness and gravitas, allowing warmth to shine through in skin tones in contrast.

So maybe Pantone hasn’t got it as wrong as some may think. Used mostly as a supplementary colour, Classic Blue has been doing a fantastic job of amplifying human warmth – something that many think we need more of as we head into a new decade. It’s increasingly used to convey collaboration, friendliness and care. This again feels incredibly relevant at a time when many institutions are looking to rebuild trust with clients.

If current trends continue to hold, in the industry and more broadly, I expect to see Classic Blue become even more prominent in the coming decade. As people search for a sense of authenticity, human connection, trust and warmth in turbulent times, blue increasingly IS the colour we need for 2020.

Please login with linkedin to comment

Getty Images & iStock Petra O’Halloran

Latest News

Adam Shand Launches His Real Crime Podcast Collection Via LiSTNR
  • Media

Adam Shand Launches His Real Crime Podcast Collection Via LiSTNR

Real Crime is the new home of Walkley Award-winning investigative journalist Adam Shand and his acclaimed body of work in true crime podcasts. Three new series will be featured under the Real Crime brand: Real Crime Feature, Real Crime Interview and a brand-new series Real Crime – Australian Detectives. Shand is an investigative journalist, author, […]

Perkbox Australia Appoints New Country Manager
  • Technology

Perkbox Australia Appoints New Country Manager

Perkbox, the global benefits and rewards platform, has appointed former Google, Zip Co and Expedia executive Ross McDonald as Country Manager. McDonald brings over two decades of experience to the role, holding key management positions in a number of Australian and global growth and technology companies. The appointment comes amid the global reimagination and launch […]

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
  • Marketing
  • Technology

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial

Esports organisation ORDER has announced the appointment of  Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]

Foxtel Appoints New  Commissioning Editor & Supervising Producer, Unscripted
  • Media

Foxtel Appoints New Commissioning Editor & Supervising Producer, Unscripted

Howard Myers has been appointed as Commissioning Editor & Supervising Producer, Unscripted, for Foxtel Originals. In this role, Howard will have oversight across FOXTEL’s signature local productions for Lifestyle & Entertainment content, working with both in-house producers and external production companies to commission, develop, produce and oversee content creation, series and specials. These titles include […]

Fetch TV Renews Deal With BBC Studios For Seven BBC Channels
  • Media

Fetch TV Renews Deal With BBC Studios For Seven BBC Channels

Fetch TV and BBC Studios today announced the extension of their channel partnership agreements covering seven BBC channels. The deals secure Fetch subscribers ongoing access to the broadest range of premium BBC content available on any Australian aggregation platform, and include BBC First, BBC World News, UKTV, BBC Earth and CBeebies, along with Virtual Playlist […]

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
  • Media

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership

Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]

Guardian Australia Expands Representation Nationwide With New Hires
  • Media

Guardian Australia Expands Representation Nationwide With New Hires

Guardian Australia has made new appointments in two new states. Nikki Mercado joins as account director in Western Australia and Sophie George joins as a state sales manager in Queensland. With a focus on breaking news, investigative journalism, podcasts and deep content partnerships with Australia’s largest advertisers, Guardian Australia has grown from strength to strength […]

NOVA Entertainment Appoints Key Programming Roles
  • Media

NOVA Entertainment Appoints Key Programming Roles

NOVA Entertainment has confirmed the appointments of Mary Datoc and Michael McPhee to the roles of network managing editor and announcer/operations manager respectively. Strengthening the programming leadership team in the senior role of Network managing editor, Mary Datoc will oversee the enhancement, growth and evolution of programming content for Nova 96.9 and the smooth Network. […]

Paper Moose Creates Virtual Experience To Help UTS Leap Pandemic Hurdles
  • Campaigns

Paper Moose Creates Virtual Experience To Help UTS Leap Pandemic Hurdles

The University of Technology Sydney (UTS) has launched a new 360 video tour of their innovative Sydney CBD campus, via Paper Moose, aimed at attracting both international and Australian students. It’s been a rough couple of years for Australian universities, forcing them to think outside the box to attract both local and international students to […]

Initiative Studio Teams With Pernod Ricard’s Rosé Spritz For Post-Lockdown Promo
  • Marketing

Initiative Studio Teams With Pernod Ricard’s Rosé Spritz For Post-Lockdown Promo

After a long few months in lockdown for Sydneysiders, the NSW Premier announced that gatherings of five double-vaccinated people could go ahead in outdoor areas from September 13th. Pernod Ricard’s Rosé Spritz brand ‘Rosie’ is celebrating this by giving away luxe picnics for 100 Sydney siders throughout the eastern suburbs, inner city and inner west. Teaming […]

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
  • Campaigns
  • Technology

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series

Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]

Indie Agency Kaimera Expands With New Hires
  • Marketing

Indie Agency Kaimera Expands With New Hires

Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]

PubMatic Research: IDFA Changes Provide New Opportunities To Engage Mobile Consumers
  • Partner Content

PubMatic Research: IDFA Changes Provide New Opportunities To Engage Mobile Consumers

Susan Wu is the Senior Director, Marketing Research at PubMatic. Here, she looks at how Apple’s iOS 14.5 update is already creating new opportunities for advertisers, their agencies, and publishing partners. Apple’s 14.5 update to iOS sent advertisers and other platforms (we’re looking at you, Facebook) scrambling to figure out how to track users who […]

Partner Content

by PubMatic

Nine’s Love Island Australia Gets Premiere Date
  • Media

Nine’s Love Island Australia Gets Premiere Date

The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]

Yotpo Expands Down Under With  Multi-Year Shopify Partnership
  • Marketing

Yotpo Expands Down Under With Multi-Year Shopify Partnership

Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care,  e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]

New ideas and imagination Creativity and inspiration Technological innovation. Hand holding brain digital network and abstract science light bulb inside on networking connection on sky background.
  • Technology

Progress Unveils Sitefinity DX 14.0 Platform

Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]