Every year, during Fashion Week in the fall, the Pantone Matching System (PMS) unveils its "Color of the Year" for the following calendar year. In 2012, that color is TANGERINE TANGO.

“Tangerine Tango is an orange with a lot of depth to it,” said Pantone Color Institute executive director Leatrice Eiseman. “Reminiscent of the radiant shadings of a sunset, Tangerine Tango marries the vivaciousness and adrenaline rush of red with the friendliness and warmth of yellow, to form a high-visibility, magnetic hue that emanates heat and energy. ”

Even though its color selection affects the fashion and home decor industries, Pantone is still considered the resource for all things color. In the marketing communications world, PMS colors are used to determine a brand's color palette. So, when Pantone comes out with 175 new colors, as it did this year, that's big news.

The challenge in using trendy colors for marketing communications purposes is longevity. What's hot this year may be stale in a year. If marketers choose Tangerine Tango as part of a new product, service, or business brand identity, it's important that the color matches the brand personality.

What do you think of these new colors? Do any of them resonate with you? What type of brands (products, services, or organizations) would be good choices for any of the colors?

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