‘Greenery’ is colour of the year for 2017, according to Pantone. But what does this actually mean for retailers?
The colour trend company, responsible for a box with almost every imaginable hue, made the declaration last week.
Quite apart from the fact that the last time I looked greenery meant assorted vegetation that tends to be found in herbaceous borders, will this information be any good to those working in retail?
Think hard and try to remember the last time you came across a store that had a full-on green interior. Asda, Morrisons and Homebase all use it on their storefronts, but a solid Kermit environment? Not so much.
The truth is that when it comes to stores, green tends to be an accent colour, and anyway, who really cares what the colour of the year for 2017 is?
Well, perhaps fashion designers do, and maybe this will mean green clothes.
Pantone informs us that the Greenery in question is in fact a “zesty yellow-green shade” – which does sound a little alarming if it becomes, say, a lounge suit; much less a shirt or pair of jeans.
And then Greenery, we are told, “is symbolic of new beginnings”.
Well, yes, but at the risk of being the green party killjoy, a colour may have little influence on the turn that events take.
This, then, is a good example of a self-fulfilling prophecy.
Should the Greenery announcement receive sufficient coverage (and on the day it was made, social media was abuzz with the news), then it becomes fact and we’ll begin to see it being offered by purveyors of emperor’s new clothes in the store design world.
All well and good, except that 2016 has apparently been Rose Quartz and Serenity (aka pale pink and baby blue). I haven’t really noticed either when walking around.
This, in fact, is about keeping momentum going and making sure that there’s always a bandwagon on which to jump.
You may see green stores in 2017, but they are more likely to be concerned with energy-saving, rainwater-harvesting and suchlike than the “zesty”, “tangy” colour of renewal.
Shame, really – I would like to see a green Sports Direct.