Anti-Anxiety Blue
Pantone’s color of the year represents our collective quest for calm.
Pantone’s 2020 Color of the Year kicked off the new decade by making a statement that speaks to a larger cultural conversation surrounding mental health. PANTONE 19-4052, Classic Blue,
has been dubbed “Anti-Anxiety Blue” for its links to serenity, stability, and confidence. Anxiety prevalence in the Gen Z community is at an all-time high: last year, 91% of young adults reported symptoms linked to anxiety or depression.
As adverse global attitudes and a cult-like productivity push emerge across cultures, young people are finding inventive ways to incorporate moments of fallow time and micro-breaks into their fast-paced lifestyles. This is evidenced by the rise of niksen, a lifestyle concept focused on “rebranding time-wasting and embracing idleness to appreciate the joy in everyday moments.” While niksen in traditional Dutch culture carries a connotation of laziness, young adults have reinvented its meaning for the U.S., extolling the health benefits of slowing down.
Brands, too, are incorporating the color, integrating it into their retail experiences. Mattress maker Casper’s signature blue and white branding has significant psychological ties to notions of tranquility. Casper’s NYC showroom also launched the “Dreamery”, where customers can book a nap to “rest and recharge,” inclusive of snacks and skincare samples. As Gen Z and young millennials seek quiet moments in their busy lives, retailers will be challenged to infuse more elements of calm into their environment, carving out moments of respite for today’s often overwhelmed customer.
Sources: BoF (December 3, 2019) | Inc. (October 4, 2019)