Kiss, Marry, Kill: PANTONE Colours

February 26, 2021

If there's something we should talk about on Valentine's Day, it should be relationships. Wait - maybe it should be colour. How can we not when roses are red and violets are obviously not blue? Colour exists as a constant in the lives of creatives. Every day, it's the colour picker and us against the world. Today, you will be joining us in a game of ‘Kiss, Marry, Kill' where we get a little too emotional talking about our relationship with certain PANTONE colours. We made our own rules so instead of being given three options to 'kiss', 'marry', and 'kill', #TeamAquí gets to select from all PANTONE colours. Are you ready?

Evelyn would ‘kiss'...

Dark Periwinkle, PANTONE 2368C

We hate to tell you this, but there's no happy ending to this love story. There are people that we have a love-hate relationship with - colours as well. One moment you are head over heels with them, the next you hear yourself saying, “I'm not married to that colour." For Evelyn, the Dark Periwinkle fits the bill. You could say that it's the love child of purple and blue, or some would call it violet - which by the way, is not blue.

What first drew her to the colour was its dynamic personality and bright energy. “I don't see it around a lot. The thing about this colour is that it doesn't seem to have an identity tied to it yet; it feels neutral and seems to thrive well on its own," said Evelyn. That being said, there's probably a lot of room to explore when it comes to this obscure colour. For all we know, this colour hasn't peaked yet.

Though the possibilities might be endless, acceptance is something we have to consider when using a colour in our design works. “We've experimented with this colour in projects before and it isn't a crowd favourite. People are usually apprehensive about adopting something unfamiliar. It's a nice colour but not the easiest to apply." Evelyn expressed, looking slightly disheartened. The Dark Periwinkle, though unique, has not yet harnessed a distinct characteristic that people can relate to. It's free-spirited and constantly in a process of being defined.

“I wouldn't marry it because I'm not confident that it's for me. However, I hope one day it finds where it belongs," Evelyn confessed. Is this true love?

Yu Ting would ‘marry'...

Navy Blue, PANTONE 655C

In this love story, Yu Ting may or may not have gotten down on one knee. What is one colour that you could see yourself spending the rest of your life with? It's a huge commitment, but we're telling you - Yu Ting's ready. The Navy Blue is the one that she firmly believes she would never get tired of and we're sure many of you can relate (to a certain extent).

This colour is everywhere, and there is a reason for it. “It is a colour for every occasion. When running out of options, you can definitely count on it to make it work. It goes well with a range of colours, making it one of the most versatile colours," Yu Ting spoke with such conviction. Not only is it a colour for every occasion, it's also for everyone. You'll never hesitate to use it or struggle to accept it. Reliable and approachable - these are the charming qualities that it offers. We have to admit, the Navy Blue never gets old. It's most commonly described as safe, which is not the worst thing for a colour and definitely something to look for in a marriage partner.

“It doesn't have much of a personality but it definitely goes well with colours that do. You might get bored of it some day, but you'll soon find yourself going back to it," Yu Ting said with a half-smile.

María would ‘kill'...

Rifle Green, PANTONE 4224C

Honestly, we'd prefer to use the word ‘neglect' for this part of the game because there's no colour we'd ever want to 'kill'. Some love stories are about coming to terms with incompatibility; unpacking the ugly truths of a relationship. Which colour makes you uneasy? As a lover of colours, María struggled to make a decision. The colour that came close was the Rifle Green, the shade of green that she describes as “a dying leaf."

“It looks as if it doesn't have enough chlorophyll in it; very lifeless," said María, looking as if she has given this colour many chances to prove itself. The Rifle Green reminds us of the army uniform where the sole purpose of the colour is to help in camouflaging. Essentially, it's a colour that does well in blending in and not drawing attention, which is why it would be neglected in the creative industry where everyone is vying for attention. It's also worth considering that we live in a time where hope means everything, and this colour just doesn't do it.

“The dullness of the Rifle Green makes it feel dead. It doesn't evoke any strong emotions or inspire me," she expressed with a tone of sadness in her voice.

At the end of this conversation, we recognise that we'd be intrigued by different colours in different situations. There's no such thing as one-size-fits-all in the creative world! But what if you had to choose? Any of you have strong feelings towards certain colours? Maybe it's time to confess.


Aquí's Design Language


We #ChooseToChallenge: Talking About Women's Equality

Contact us with new business opportunities, speaker requests, media inquiries, and more.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.