Unless you have synesthesia and your senses tend to cross over, you probably don't experience color in the same way as described in these Pantone ads. The 'Make Sense of Color' series is text-based and features short and sweet blurbs about shades like purple, red, gray and a bright citrus yellow.
Pantone's poster for the color red breaks down the sensory experience of the hue like this: it smells like Christmas, feels hot, tastes like fire and sounds like dubstep. In contrast, gray is described as having a metallic smell and a "blah" feel. Since Pantone recently unveiled its pick for the Color of the Year for 2015, Marsala, a rich red-brown color, these ads are a clever and timely way to show that this brand dominates when it comes to deciphering different colors.
What's Driving This Trend
- Synesthetic Marketing
- Capitalizing on the unique experiences of synesthetes, brands can create ads that engage multiple senses to enhance their messaging.
- Multisensory Advertising
- By incorporating taste, feel, smell, and sound descriptions into their ads, companies can create a more immersive and memorable brand experience.
- Emotive Color Description
- Using emotional and sensory language to describe colors can elicit a deeper connection with consumers and enhance brand perception.
Who This Affects Most
- Advertising
- The advertising industry can embrace synesthetic marketing techniques to create more impactful and engaging campaigns.
- Fashion
- Fashion brands can incorporate multisensory advertising to evoke specific emotions, such as describing the feel and sound of fabric, enhancing the consumer's shopping experience.
- Consumer Goods
- Companies in the consumer goods industry can leverage emotive color descriptions to better communicate the sensory experience and qualities of their products.
