AN UPDATE ON CONSUMER RESPONSES, PART II: EVOLVING COLOR CONCEPTS

摘要

Many color concepts remain steadfast in consumers' minds, rarely changing. Still, color thinking can, and does, evolve over time. In the previous issue of Innovation, I wrote about some of the color word-association responses collected during my 22-year stint as color consultant to Pantone. Last time I discussed the warm colors. Here I address the cool tones. Long associated with the serenity of a clear blue sky, the human mind easily wraps itself around the concept of blue as serene, tranquil and constant. It is the light, mid- and deep blue shades that bring feeling of respite and introspection-a quiet, cool permanence.