The significance of colour
When I began my business one of the things I most looked forward to was working one on one with women in a very personalised and nurturing way. Having come from project management where I didn’t always see the benefits my work had on our end users, I was determined to do something where I could have a more immediate impact, being to enable people to re/discover the joy in personal style in a lighthearted manner instead of it becoming a burden.
Of course computers, social media and automation are all fabulous and essential tools for small business owners. But after years in front of computers and behind editing desks, nothing beats the satisfaction I get when I see, in real time, the difference I can make to the way a client feels about themselves.
But an online presence is still required, so in presenting myself online to potential clients, I think carefully about the messages I convey. This includes the colours I use on my website and in my branding. In relaunching my website earlier this year, I deliberately chose a warm and happy sunset pink as my main colour. I hoped it would register as nurturing yet feisty and uplifting as well and the antithesis of a subdued pastel pink that many people expect middle-aged women to embrace. I paired this with a fresh apple green to represent both a natural authenticity and new beginnings.
And for my other initiative, Fashion by Foot, we use both pink and orange. This is not a conventional match, but it is contemporary one. Again, the pink is nurturing, and the orange is warm and welcoming. These colours represent the way we engage with our clients on our intimate tours of Melbourne’s independent fashion scene.
So it was interesting to see Pantone’s announcement of Living Coral as 2019’s Color of the Year, and even more so when I read the rationale for the colour choice, knowing I’d picked up on the zeitgeist!
“Vibrant, yet mellow PANTONE 16-1546 Living Coral embraces us with warmth and nourishment to provide comfort and buoyancy in our continually shifting environment.
In reaction to the onslaught of digital technology and social media increasingly embedding into daily life, we are seeking authentic and immersive experiences that enable connection and intimacy. Sociable and spirited, the engaging nature of PANTONE 16-1546 Living Coral welcomes and encourages lighthearted activity. Symbolizing our innate need for optimism and joyful pursuits, PANTONE 16-1546 Living Coral embodies our desire for playful expression.
Representing the fusion of modern life, PANTONE Living Coral is a nurturing color that appears in our natural surroundings and at the same time, displays a lively presence within social media.”
There are some style practitioners who prefer to communicate with clients online, and that definitely suits some clients. But I enjoy the personal experience and support I can offer through meeting clients in person. For me, personalisation, engagement and connection is an important element of the way I work, and one I believe the world is returning to because we need it.