Pantone’s Color of the Year: A Public Relations Masterstroke

Why the Buzz Over Peach Fuzz?


This time of year is all about colors. Red, green, silver. Blue and White. And, of course, Pantone’s Color of the Year. It’s highly anticipated in design and CPG, entertainment and social media. Its release also affords an example of the elements that comprise a strong, far-reaching public relations approach. Here’s why it’s so successful.

  1. Anticipation and Exclusivity:

    Pantone strategically and purposefully cultivates an air of mystery and anticipation. There’s limited information, fueling speculation and excitement. And that exclusivity adds weight to the reveal.


  1. Trendsetting Power:

    Pantone is the authority on color, influencing fashion, design, entertainment, marketing and even manufacturing. When products and marketing materials incorporate the Color of the Year, they instantly feel modern and relevant.


  1. Storytelling and Inspiration:

    Pantone doesn’t just choose a color; it’s accompanied by a story. And all great PR is wrapped in a compelling story. Each Color of the Year comes with a carefully crafted narrative, highlighting its symbolism, cultural significance, and emotional connection.


  1. Global Reach and Collaboration:

    The Color of the Year transcends borders and cultures, influencing conversations, decisions and collaborations worldwide.


All of this is what underpins an announcement that generates significant media attention with coverage that doesn’t just relay the news but the impact and meaning. By creating anticipation, setting trends, and weaving compelling narratives, Pantone built a repeatable machine that reinforces its influence on, well, the world.

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