Whilst we’re still in January we thought we’d let you know that Purple is the Colour of the Year 2018.
Purple was announced in December by The Pantone Color Institute, a consulting service within the Pantone organisation that forecasts trends in colour use.
The announcement was accompanied by a swatch from the Pantone Ultra Violet 18-3838.
Why purple? Well, in colour psychology, purple is the colour of mystery and non-conformity, counterculture and spirituality. It’s also a deeply cosy colour, warm and engulfing, luxurious even.
Purple is a colour between blue and red on the colour spectrum with blue being stable and conservative but red being hot and fiery. So purple is quite a mixture.
Leatrice Eiseman, Executive Director of the Pantone Color Institute said;
“We are living in a time that requires inventiveness and imagination. It is this kind of creative inspiration that is indigenous to PANTONE 18-3838 Ultra Violet, a blue-based purple that takes our awareness and potential to a higher level,”
“From exploring new technologies and the greater galaxy, to artistic expression and spiritual reflection, intuitive Ultra Violet lights the way to what is yet to come.”
That’s a very deep declaration but then purple is a very deep colour, if you’ll pardon the rock band pun.
Purple is a colour most associated with royalty, especially in Europe. Roman Emperors wore garments of Tyrean purple, produced from a dye that was both expensive and exclusive. The great expense of purple meant that purple-dyed textiles were seen as status symbols. Byzantine rulers actually passed laws that restricted the use of Tyrean purple to Imperial use, further cementing purple as the colour of rulers.
In popular culture we’ve had Jimi Hendrix bashing out riffs to Purple Haze, Prince singing about Purple Rain and the rock band Deep Purple.
There was a film by Steven Spielberg called “The Colour Purple” and the highest medal of honour in the United States’ military is the Purple Heart.
And now we come to a matter close to our own hearts – where do you see the colour purple in branding?
Well, the most iconic brand in the UK to use purple has to be Cadbury, the makers of chocolate and the well-known Dairy Milk. In 1914 the confectionery manufacturer started using purple as a tribute to Queen Victoria – purple was her favourite colour.
And did you know that in 2012 Cadbury won a high court battle where they prevented their rival Nestlé from using Pantone 2865c in their products? They even tried to trademark the colour as their own but lost that battle a few years later.
US food giant Kraft Foods acquired Cadbury in 2010 but 20 years before that they brought Jacobs-Suchard which included the Swiss Milka brand of chocolate, another one heavily using purple in their palette.
There’s a copy of marketing guru Seth Godin’s Purple Cow on our Digital Marketing Manager’s desk and last but not least there’s your favourite digital agency in Woking, Clever Marketing.
So, are you going to use purple in your communications in 2018? Do you have lofty aspirations and need a clever marketing agency to take you to a new level?
If your business’ website is underperforming, you’ve probably been asking yourself why.
Here are the most common reasons that indicate it really is time to bite the bullet and invest in a website design that will give you ROI for a few more years to come.
Just like “dog years” time flies in the world of the web. What was acceptable 5 years ago can be outdated now. Even when “mobile first” and “responsive design” became web industry buzzwords not every web design agency was quick to adopt to the new norms.
Being out of date includes the templates you’re using. Templates aren’t always about just looking good, many include a lot of built-in functionality too.
So, you may need a fresh new design, fresh templates and maybe it’s time to consider a new CMS too.[I saw a 2001 website built in HTML frames that was live in the same format for over 12 years! – Ed]
If you don’t know then that’s cool, we might be able to find out for you. But if we take a good look and then we don’t know either then that may be an issue. We can usually identify what platform a website is built on. If not then maybe it’s so unusual it will be “hard to find the parts for it”.
A custom-made website, built completely from the ground up, may have been a good idea at the time. Or maybe it was the CMS of choice from your hipster web devs fulfilling their funky, esoteric needs and not those of you the customer.
The question to ask yourself now is was it a sound business choice?
Answer these solid questions:
Has the website’s core code been kept updated? Is the website secure, upgradeable, stable, and scalable? Does your website keep up with the demands of modern browsing habits? Are the needs of modern users satisfied by the latest technology?
If the answer is yes then you may be OK. But if not, then it might be a good time for a new website.
If you’ve got one of those custom-built websites AND your designer went AWOL, went bust, abandoned the project or moved to another platform then those are big issues too.
With a “common” CMS like WordPress, Drupal or Joomla you should be OK. You will be able to find a new designer, developer or digital marketing agency to continue developing your site. If not, then coding, designing and SEOing a bespoke site could be problematic.
Time for a new website.
The website is old and on a custom-built platform.
Your designer and developer are nowhere to be found and neither of them ever mentioned SEO?
If your website wasn’t designed with SEO in mind and no optimisation has been done since the last launch then that is the reason why your site’s not doing well in search.
Time for a new website.
As your business grows then so should your web platform. The handful of static pages you’ve had for the last few years just don’t reflect where your business is now nor where it is going.
Besides, all your competitors have these new-fangled whizzy websites and when you check out where you rank in the search engines they always outrank you.
What you need is a sound, stable, scalable CMS that will cover every base right now and be ready to handle better content, more features and new functions.
Perfect. You should be able to redesign your website by reskinning it, in other words updating your template to reflect the new branding. But what if your site is all of the above?
It’s highly likely that you’ll have a few issues in making your old site work with a rebrand so, once again, maybe it’s time for a new website!
You know what will work? Getting Clever Marketing to build a new website.
We consider SEO from the very beginning. Clever Marketing look at creating a successful content strategy. We will design and build your business a brand new, fully functioning website that does well in the search engines, keeps your visitors happy and drives leads and conversions too.