Updated march 2025

What are pastel colors?

Pistachio Green – Named after the distinctive color of pistachios; this green is both calming and vibrant.

Pale Lemon – Taking its name from the citrus fruit, pale lemon is a toned down version of the vibrant yellow of a lemon.

Baby Pink (Rose Quartz) and Baby Blue (Serenity) – Pantone’s first dual color of the year, chosen for 2016.

Peach Fuzz – Pantone’s color of the year for 2024

Light Seafoam Green – Combining green, blue, and white, this calm and fresh pastel shade is touted for its ability to convey calm and serenity.

Photos from: Unsplash, Pixabay

Why is the color palette of a brand’s design important?

A branch of psychology called “color psychology” studies colors and their effect on human behavior. Carl Jung, the founder of analytical psychology, believed that people and colors have a special connection.

He claimed that “people have a universal, bodily response to the stimulus of colors”, and “colors are the mother tongue of the subconscious”.

The meaning of pastel colors

Pastel colors have a variable personality. Although they retain the warmth of the colors, they are sometimes categorized as faded colors. On a psychological level, they bring a change for the better in the state of mind. The changes involve a wide range of emotions such as joy, calmness, peace, satisfaction, etc.

While darker tones are more often associated with the cold season, pastel colors are spring/summer colors. Their soothing character brings multiple benefits: for example, shades of lemon, apricot, mint are used more and more often in medical institutions, improving mental and even physical health.

Pastel colors and ecological promotional products

Why is the pastel color palette preferred by many brands when choosing ecological promotional products?

Sustainable products and brands tend to move towards colors and textures that describe nature and its raw elements. The subtle tones of nature are an attractive palette, that’s why pastel colors have the most suitable shades.

Pastel colors in marketing and communication

Colors can evoke emotions and, if used effectively, can change the mood and meanings of the design. Pastel colors are usually preferred for the message conveyed and their effectiveness in supporting and promoting a logo for different industries and companies.

Using the right combination of pastel colours you can bring uniqueness to the design and logo. Many industry logos are designed using a pastel colour palette. Pastel colours used as the background of a website are also excellent for setting the atmosphere and decorating it. From the bright and sophisticated pale pink used by Van Cleef-Arpels, to the pastel blue used by Café Evoke.