Graphic Design


What Pantone’s Color of the Year Means to Fresh

May 18, 2018

As the year rolls into May, the flowers are already blooming. Looking at the right field, you’ll see shades of purple abound. It’s timely that today we reflect on Ultra Violet, Pantone’s Color of the Year, and what it means to our work as creatives.

The Pantone Color Institute proposes that “Complex and contemplative, Ultra Violet suggests the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now. The vast and limitless night sky is symbolic of what is possible and continues to inspire the desire to pursue a world beyond our own.”

Those who work in the design field know that color has meaning. But discussions of best practices and design heuristics often neglect how color can have deeply personal, variable, and subjective meanings. What can color symbolize for companies and individuals? How can an understanding of color transcend how you use it in a brand or on a website?

Ultra Violet symbolizes much of what has changed for Fresh in the last year. While the color isn’t a component of our brand, its significance cannot be understated.

Ultra Violet speaks of new, bold beginnings. This year – in the interest of pursuing what is possible, beyond the status quo – we’ve drastically expanded our offerings as a digital design, development, engineering, and consulting partner:

  • We now offer services in the field of Robotics & Engineering. Autonomous Robotics & the Internet of Things are sub-services of this area. We’ve hired new team members who are experts in these areas.
  • We’ve added industrial design to our skill set. In so doing, we’ve expanded our services beyond digital design and into experience design. For us, design is no longer confined to one physical product or a single interface. Rather, it can lead to an experience that combines aspects of both, from wearables to the automation of everyday things.
  • We’ve significantly built upon our capacity to provide Innovation Strategy consulting. Our bandwidth to guide companies as they engage in design thinking and growth strategy has increased.
  • We’ve expanded our Software Development capabilities, too. We’re pushing into exciting frontiers such as AI & Machine Learning.

To us, Ultra Violet symbolizes creative endeavors that are innovative, complex, mysterious, and exploratory. We’d love to help you think through how these principles relate to your company goals and how our new services could bring value to you.

While we’ve explored what Ultra Violet means to us, the most important question is: what does Ultra Violet mean to you?

Ben Spencer

Digital Content Strategist

Professional UX Researcher & Writer. Amateur Crossfitter, video gamer, and Planeswalker. I make sense of the world through storytelling and by observing the infinite wisdom of my two beloved Boxer dogs.

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