Pantone defines the trend for 2019 as "a choral, lively and vital tone that bets on life, with golden nuances that bring energy and dynamism with a touch of softness."
Our work as creatives leads us to go beyond following a trend, but understand what is behind it and what it reflects, have a position on it, adapt it, make it your own, reinterpret it or not follow it.
They say that an image says more than a thousand words, and we as creatives know that color also; its ability to transmit emotions speaks through a non-verbal language. The discourse that takes shape behind the selection of this color is that it arises "As a reaction to the onslaught of digital technology and social networks, increasingly integrated into our daily lives, we seek authentic and immersive experiences that reinforce connection and intimacy. Sociable and full of life, the captivating nature of PANTONE 16-1546 Living Coral promotes and encourages enjoyable activities. PANTONE 16-1546 Living Coral embodies our desire to express ourselves playfully."
Creative work goes beyond computer programs to observe, analyze, interpret, inspire, and reinvent. 2019 challenges us; to focus on the contrasts between the forms of interaction and the yearning for the lost. How, in addition to color, does this translate to textures and other forms of graphic expression that help brands stay close to their customers, making more and better connections?
We look forward to a new year, dynamic and smooth at the same time.