KitchenAid Announced Its First Color of the Year. Here’s Why You Should Care.

Interior design is no stranger to advertised ”colors of the year.” Pantone releases a color every year designed to anticipate the seasons’ trends and reflect the design world at large. Ultra Violet, their 2018 color of the year, was selected for a fairly heavy-handed reason. Leatrice Eiseman, the Executive Director of the Pantone Color Institute, said in a statement: “We are living in a time that requires inventiveness and imagination. It is this kind of creative inspiration that is indigenous to PANTONE 18-3838 Ultra Violet… From exploring new technologies and the greater galaxy, to artistic expression and spiritual reflection, intuitive Ultra Violet lights the way to what is yet to come.”

As you might have come to understand, releasing a color of the year is often nothing more than a marketing gimmick. Companies seize on important historical events and cultural shifts to advertise a product that may or may not be in line with that year’s actual trends. KitchenAid is the most recent company to jump on the bandwagon.

 

The KitchenAid 2018 Color of the Year

It’s called “Birds of Paradise.” A mix of creamy coral and tropical salmon, the summer shade is remarkably on-trend for summer 2018. KitchenAid, however, produces long-lasting and high-quality kitchen appliances. The company has made their Color of the Year available on their signature stand mixers, which retail for around $500. This is not a “color of the year” product. This is a lifetime purchase meant to transcend trends. The choice for this company to release a marketing strategy as dynamic and trend-reliant as a color is a weird one, and it hints at a greater issue in interior design marketing.

So, when you see a company advertising a “color of the year,” take it with a grain of salt. You know that it’s designed for marketing, and you know that most of these colors will wash away with time. Pantone’s product can be easily painted over, making its color of the year release more appropriate—it necessarily changes. However, stay vigilant when it comes to appliance producer colors. Sure, that bright pink stand mixer might be a great choice for your summer 2018 kitchen, but how will it look in your winter of 2024 kitchen?

 

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