In our series, Crowd DNA uses semiotics to decode colour trends and unpack cultural shifts in the process…
Colour of course carries plenty of meaning, but that changes (and often very fast) alongside lived experiences. In this series, Crowd DNA uses semiotics to decode colour trends and unpack cultural shifts in the process…
At Crowd, we use semiotics as one of our tools, showing where signs and symbols – like words, visual icons, packaging, or logos – are a shortcut for brands to reveal their message or impact behaviour.
Following on from Gen Z Yellow, we now take a look at what lies beneath the sugary lilac of the Y2K revival. We use semiotics to chart the evolution of new imaginings of technological frontiers – a purple that reflects the optimism of the early years of the dot com era – and how it then shifts in shading to speak to how our relationship with the online world has become more problematic over the last five years…
In Heritage Purple, we explore:
_How a generation embracing tech utopia also embraced a purple tone that was as dreamy and other-worldly as the worlds being created by tech giants.
_How this colour shifted as Metaverse, AR, VR and AI entered the cultural lexicon, to a vibrant futuristic purple as attitudes to tech shifted to endless possibilities.
_ Now a shade of purple is emerging that reflects how we are returning to a focus on life beyond the computer screen – one that is about stronger bonds, of heritage, and solid systems. A colour purple you can almost hold in your hand.
_And finally: we show how to leverage Heritage Purple to your advantage.
Read the full report here.
Semiotic analysis can help brands understand culture and keep ahead of cultural change, and we hope our Colour Me series will help you in choosing more impactful colours.
If you’d like to learn more about how we use semiotics to reach real cultural insights, please get in touch: hello@crowdDNA.com