Pantone Color of the Year 2020: A multi-sensory experience

Pantone, a color partner for design, promoted its color of 2020 in the US, Classic Blue, by creating a multi-sensory campaign that gave the color a custom taste, touch, scent, sound and sight.

Situation analysis

For the past twenty years, The Pantone Color of the Year program, created by the Pantone Color Institute, has illuminated the symbolic nature of color —and how the popularity of certain colors reflects culture in a particular moment. Pantone, a B2B brand, uses the Color of the Year as a consumer-facing moment to show relevance to brands and retailers across the world, influencing and driving many businesses' marketing decisions because of the brand's expertise in color and trend.

So Pantone and Huge re-imagined the Color of the Year for 2020.

Pantone's strength is visual—helping designers and businesses see...

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