For Pantone, declaring each year’s “it” color is a side hustle. [From 2021]
Potesky says the bulk of Pantone’s revenue still comes from selling these reference guides in all their forms. Identifying colors with precision has become a more and more scientific process over the years. You can use spectrophotometers now to measure the elements that make up a color and make sure that, for instance, the red on that aluminum cola can is the same as the red on the cardboard box it ships in, which is the same as the red on the vinyl billboard advertising it.
In 2007, the Herbert family, after five decades of ownership, sold Pantone for $180 million to X-Rite, a company that makes spectrophotometers and specializes in the hard science of color, which beefs up Pantone’s claim to be the color authority. But Pantone has increasingly found more subjective ways to monetize color, too. Pantone’s consulting arm employs color psychologists who understand how colors can sway our emotions and our attachments.
For designer Jonathan Adler, Pantone’s standards are indispensable. “Pantone is sort of the lingua franca of the design world,” he says. “It’s how I communicate with vendors—we’re constantly taking Pantone chips and putting them against each other and referencing them. … It feels almost like a government agency.
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