Color: Will Tangerine Tango Lift Shoppers' Mood?


Color expert Pantone has named Tangerine Tango as the color of 2012, and says it combines “the vivaciousness and adrenaline rush of red with the friendliness and warmth of yellow, to form a high-visibility, magnetic hue that emanates heat and energy.”

“Warm colors, especially peppery reds and bright yellows, generate a lot of attention, and this orange, a mixture, is definitely an attention-getting color,” Barbara E. Kahn, professor of marketing and director of the Jay H. Baker Retailing Center at the University of Pennsylvania Wharton School, tells Marketing Daily. “Color is very influential on purchases, and one of the first things you notice about a product.”

Her research, however, has shown that consumers are often just as intrigued by the color’s name as the color itself. Hues that have especially ambiguous names seem to get consumers thinking, and the more they mull it over, the more they like it.” (Kahn says she recently had her bedroom painted a color called Hush. “Isn’t that a great name for where you sleep?”)



Tangerine Tango is also a decidedly more high-energy choice than last year’s Honeysuckle, a rose that Pantone said “emboldens us to face everyday troubles with verve and vigor.” And it’s even further away from the recession-inspired Turquoise, Pantone’s 2010 color, which it described as inspiring “thoughts of soothing, tropical waters and a comforting escape from the everyday troubles of the world, while at the same time restoring our sense of wellbeing.”

Pantone also confirmed earlier reports that it is hooking up with Sephora for a limited-edition cosmetic line scheduled to debut in the spring, including eye shadow, lipstick, lip gloss, nail polish and accessories. A line of Tangerine Tango products are also available from Chronicle Books (creator of Pantone paperback journals and publisher of Pantone: The Twentieth Century in Color), Dessy (a leading manufacturer of bridesmaid, social-occasion and flower-girl dresses), MyColor inspired by Pantone (a collection of grab-and-go paints), Pantone Paints, (an eco-friendly line), as well as Rickshaw of San Francisco (lightweight and stylish messenger bag created especially for Pantone).







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