Pandemics and Pantones: The Role of Color in Clear Communication

Published

March 30, 2020

Filed under

The importance of color in graphic design is an obvious oneâits role in a pandemic-induced panic, however, is not.

Color is a tool designers have at their disposal, but its power often gets overlooked. Regardless of the words youâre using, color has an incredibly strong effect on how viewers digest and react to information.

Bright, warm colors help you process that something is urgent and attention-worthyââFire Engine Redâ is emblematic of this. On the other hand, subdued, cool blues and greens elicit a soothing response, evidenced by the nurses and caretakers that often wear these colors.

Kirsten Modestow

Kirsten Modestow, Founder and Executive Creative Director of BRIGADE, is forging a new path for branding and packaging agencies. Faced with the commoditization of design, Modestow has prioritized exceptional creative by seeking out fine artists with a viewpoint, and looking outside of traditional design programs to find people who produce work that can’t be replicated. Kirsten founded BRIGADE in 2006 after a long stint in the East and West Coast advertising scene, where she did award-winning work on Dunkin Donuts, The Sims (EA Games), Fidelity Investments, and Target, among others. She has developed strategic branding, marketing, and advertising campaigns for businesses spanning a wide range of industries — including lifestyle, hospitality, technology, and food & beverage. Her first client, SVEDKA Vodka, who she helped take from start-up to #1 imported vodka in the United States, is still a client 14 years and 30+ team members later. Other notable clients include Wyndham Hotels & Resorts (including many of their hotel brands and their B2B marketing teams), the University of Massachusetts, Meiomi Wines, and Eversound. Modestow’s vision and guidance has led to over 120+ awards both nationally and internationally, and work that has been featured in design magazines, books, and online publications, including Graphis, The Dieline, Brand New, and Lovely Package, among many others. Beyond simply unifying her team, Modestow’s leadership has set an example for how to adapt and excel in a changing industry. With a laser focus on staying power and prowess for moving brands forward — she’ll be making waves in the design world in 2020 and beyond. [https://brigadebranding.com]