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REDEFINING COLOURS IN 2016

Monday, 29 February 2016 | By Gerry Mulvaney

 

By Gerry Mulvaney, European Sales Manager, Landa Digital Printing

Becoming a grandparent for the first time is a very special experience. Suddenly a new family member appears, in our case Lowe Mulvaney in July 2015, but without the same familial responsibilities that came with the job when her dad was born.

Back in the 1970s when I became a dad, it was a time before paternity leave, shared household chores and house husbands. It sounds a bit Neanderthal, but that’s how it was. Boys were dressed in blue and played with cars and guns and girls were dressed in pink and played with Barbie dolls and dolls’ houses. If you didn’t know any different, it didn’t matter.

When my granddaughter was born, my son took a few weeks off work to help at home as he already shared the household duties and heaven forbid that grandparents should buy her pink clothes or toys. Today’s modern children are gender neutral when it comes to colours.

It’s a theme that has been picked up by the global authority on colour – Pantone. The guardian of colour standards for the printing industry choose a colour each year to represent the year. Past colours to be so honoured have included Radiant Orchid, Emerald and Marsala. But for 2016 Pantone has broken with tradition and nominated two colours; Rose Quartz and Serenity, which are shades of pink and blue respectively, as a blend in order to “ Transcend Cultural and Gender Norms”.

According to Pantone there is nothing, apart from tradition and business pressure, that has designated pink for girls and blue for boys, starting in the 1940s when manufacturers started using the colours for gender specific clothing and toys. Even Barbie has her own Pantone colour – Barbie Pink!

Apparently with the arrival of pregnancy testing kits and the ability to predict a baby’s sex in the 1980s, mums and dads could plan for the arrival in advance, and pink and blue were the colour schemes picked for nurseries and Babygros. Today’s parents however are much more sensitive to gender stereotyping and so Pantone’s move to blend the colours comes at a pivotal moment in a changing generation.

It’s Time for a Change in the Properties of Colour

This year, by pairing Rose Quartz and Serenity, Pantone is changing colour perceptions and their traditional association with gender.

Pantone’s Rose Quartz and Serenity combination

Pantone’s 2016 colour combination of the year

This year too, using the revolutionary Nanography® process, Benny Landa will change the properties of colour on the printed page and enable the accurate reproduction of a wider range of Pantone colours.

This is achieved by reducing ink particles to nano size, which changes their characteristics in such a way as to make the ink more light absorbent. The result is richer, more vibrant colour and a reduction in the amount of pigment that needs to be used as well as a widening of the CMYK colour gamut to achieve more colours on the Pantone range – without the cost of extra colours. It also makes the pigment more receptive to adhering to a wider range of materials, enhancing the opportunities for packaging designers.

The enormous benefits for printers, brands, packaging converters and consumers of NanoInk® formula used in conjunction with the Landa S10 Nanographic Printing® Press will become apparent on the Landa Digital Printing stand at drupa in June. It’s a time of change for colours in more ways than one.


Sources
Main page image: http://print21.com.au/what-pantones-new-colours-mean-for-the-future-of-design/98266

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