When adjectives are used to send a message: What shades might sell hope and optimism?

From a WWD.com story about next year’s biggest color trends:

The biggest color trends of 2021 are steeped in hope and optimism—and they also take a cue from nature, according to Shutterstock.

Next year’s leading colors are “Set Sail Champagne,” a soft, off-white hue; “Fortuna Gold,” a rich yellow gold color, and “Tidewater Green,” a deep blueish green shade.

“For years, brands and agencies have used bold colors to stand out in a crowded content landscape,” Flo Lau, creative director at Shutterstock, said. “2020 has forced creatives to be more purposeful in their strategies. We see them turning to optimistic colors that inspire a sense of hope—a sense that positive change is coming.”

Shutterstock’s 2021 color trends are earthier and softer than last year’s, which included bright reds and blues. . . .

The company’s 2021 color trends predictions fall in line with those projected by Pantone for spring 2021. Pantone’s 2021 spring color predictions, which also include champagne and gold hues, suggest people are looking to color palettes that consist of brightening and soothing shades.

Shutterstock’s 2021 color report also estimates the biggest color trends per country. The report reveals the biggest color of 2021 will be “Dark Violet” for the U.S., “Light Coral” in the U.K., “Medium Slate Blue” in Canada, “Indigo” in France and “Lime Green” in Spain.

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