Pantone - long known and loved by designers for creating a color language we could all share is now reaching for the consumer market.
Shopping Color Guide
The idea is interesting - encourage online merchants to display standard color tags on their items so the shopper can do a quick @ home lookup on their pantone swatch book and see if that shade of pink is just the shade they were looking for. It would certainly make both company and customer happier and more confident about their online purchases. Fewer returns, less anxiety - a minimal amount of investment on the company's part. Good basic ingredients for adoption.
But take a look at the marketing copy below. Calling it a "portable color memory" is on par with calling my wallet a "cash management system". Pantone manages to undermine a strong idea with terrible, irrelevant fluff. (learn from their mistake)
"Consumers of home and fashion products have a long acquaintance with paint chips, magazine clippings, catalogs, and rug and fabric swatches for coordinating the colors of their prospective purchases. Now with the PANTONE SHOPPING COLOR GUIDE, the customer is able to bring a Portable Color Memory™ to their point of purchase." ---extracted from Pantone's site 04.07.2003
Shopping Color Guide
The idea is interesting - encourage online merchants to display standard color tags on their items so the shopper can do a quick @ home lookup on their pantone swatch book and see if that shade of pink is just the shade they were looking for. It would certainly make both company and customer happier and more confident about their online purchases. Fewer returns, less anxiety - a minimal amount of investment on the company's part. Good basic ingredients for adoption.
But take a look at the marketing copy below. Calling it a "portable color memory" is on par with calling my wallet a "cash management system". Pantone manages to undermine a strong idea with terrible, irrelevant fluff. (learn from their mistake)
"Consumers of home and fashion products have a long acquaintance with paint chips, magazine clippings, catalogs, and rug and fabric swatches for coordinating the colors of their prospective purchases. Now with the PANTONE SHOPPING COLOR GUIDE, the customer is able to bring a Portable Color Memory™ to their point of purchase." ---extracted from Pantone's site 04.07.2003
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