Generational marketing: How to use color effectively

Colors play a crucial role in generational marketing by influencing preferences and defining styles specific to each age group. For over two decades, the Pantone Color Institute has identified a Color of the Year, which has provided insight into how color trends align with generational shifts. Baby boomers, born between the late 1940s and early 1960s, tend to favor neutral, classic colors like beige, gray, and muted blues, which align with their conservative values and significant economic power. Their preferences are reflected in the Pantone Colors of the Year, such as the 2006 Sand Dollar, which are often used by businesses targeting this demographic. Generation X, born between the mid-1960s and 1980, prefers a mix of classic and organic colors, incorporating more vibrant nature-inspired hues like turquoise, green, and bright reds into their palettes. This shift is evident in the gradual evolution of Pantone Colors of the Year and is mirrored in generational marketing strategies that use brighter and more varied colors for Gen X, such as financial apps that emphasize greens and complementary shades.