Pantone's 2024 Color of the Year.

彩通 2024 年度顏色。

It'll make headlines, but we're not gonna talk about it a lot in this video because selling colors is not how the company makes money.

它會成為頭條新聞，但我們不會在這段影片中過多談論它，因為銷售顏色不是這間公司賺錢的方式。

It also doesn't make money selling paint or color mixing machinery or even color itself.

它也不能透過銷售油漆或混色機械甚至顏色本身來賺錢。

What Pantone sells is something much more abstract, a promise of uniformity so that the color Peach Fuzz looks the same, whether it's printed out on a billboard or a ceramic mug.

彩通銷售的是更抽象的東西，承諾統一，因此「柔和桃」的顏色看起來相同，無論是印在廣告看板上還是陶瓷杯上。

This whole idea that you can sell consistency is relatively new.

這整個可以推銷一致性的想法相對較新。

It's the brainchild of this guy, Lawrence Herbert, AKA, the king of color.

這是這傢伙的創意，勞倫斯·赫伯特，又名色彩之王。

This is the Economics of Pantone.

本集是《彩通的經濟學》。

New Jersey, 1956. Recently graduated chemistry major Lawrence Herbert joined a small printing company called Pantone as a part-time printer.

新澤西州，1956 年，剛剛畢業的化學專業學生勞倫斯·赫伯特加入了一家名為彩通的小型印刷公司當兼職印刷工。

At the time, product packaging was less consistent.

當時，產品包裝不太一致。

Now we're used to seeing products come in identical packaging, like all these blue Modelo boxes.

現在，我們已經習慣於看到產品包裝完全相同，就像所有這些藍色的 Modelo 盒子一樣。

But Pantone's president says, "It didn't use to be that way, back when everything was done over the phone."

但彩色總裁說：「以前不是這樣的，那時一切都通過電話完成。」

It's really difficult to say, "Hey, that's a, it's kind of like a cherry wrap, but not as bright, but maybe slightly darker."

這真的很難去說：「嘿，這有點像櫻桃包裝，但沒有那麼亮，可能稍微暗一點。」

It is really hard to actually convey that message.

要真正傳達這一資訊確實很難。

For example, see these two camera boxes?

例如，看到這兩個相機盒子嗎？

The yellow on the right is brighter than the one on the left.

右邊的黃色比左邊的更亮。

Kodak says customers were more likely to buy the lighter yellow boxes, logically thinking that the darker boxes were older and therefore contained older film.

柯達稱客戶他們更傾向於購買亮黃色的盒子，從邏輯上講，深色的盒子是舊的，包裝較老的膠片。

Customers didn't know that the difference in color was due to the fact that the boxes were printed at different factories.

顧客並不知道顏色的差異是由於盒子是在不同的工廠印刷的。

Each of which mixed their own versions of Kodak yellow.

它們各自混合了自己版本的柯達黃。

Herbert recognized this was a problem as he worked his way up the ranks at Pantone, he became known for his expertise in color chemistry.

當赫伯特在彩通公司晉升時，他意識到這是一個問題，他因在色彩化學方面的專業知識而聞名。

And when he bought the company in 1962, he had an idea to change it from a printing company into something entirely different that could solve Kodak's problems.

當他於 1962 年購買該公司時，他有一個想法，將其從印刷公司轉變為完全不同的公司，以解決柯達的問題。

His team created a set of formulas, so every factory printed the packaging in the same color.

他的團隊創造了一套配方，因此每個工廠都以相同的顏色印刷包裝。

For a lot of companies, color is part of their brand identity.

對許多公司來說，顏色是其品牌識別的一部分。

There's Tiffany and they have that specific blue, and it's very important because we say, "Oh, that's Tiffany Blue."

像是 Tiffany，他們有特定的藍色，這非常重要，因為我們說：「哦，那是 Tiffany 藍。」

We see the box and we go, "Oh, you got me a Tiffany ring."

我們看到盒子就會說：「哦，你給我買了個蒂Tiffany戒指。」

67 years after Herbert joined the company, Pantone has developed these formulations into over 10,000 colors.

赫伯特加入公司 67 年後，彩通已將這些配方開發成超過 10,000 種顏色。

So no one actually owns color.

沒有人真的擁有色彩。

What we have is the IP of the Pantone color system, which is a collection of colors that we have selected for it's not just this beauty, but it's reproducibility across different formats.

我們擁有的是彩通色彩系統的 IP，它是我們選擇的顏色集合，因為它不僅具有美感，而且具有跨不同格式的可再現性。

Matching colors across formats is harder than it sounds, but it's vital for companies.

跨格式匹配顏色聽起來比想像中更困難，但對公司來說至關重要。

They may have a color in mind that they want to make sure that can be reproduced across different materials that they may be presented color,

他們可能心中已有一種顏色，他們希望確保這種顏色可以在不同的材料上再現，

whether it could be from their clothing line, all the way to the storefront, all the way to the internet representation on the website.

是否可能來自他們的服裝系列、一直到店面、 一直到網站上的網頁表示。

So say a company wanted the same color on its packaging and its magazine ads, the ink might look one way on cardboard and another way on glossy paper.

舉例來說，一家公司希望在其包裝和雜誌廣告上使用相同的顏色，但墨水在紙板上的呈現方式可能與在光面紙上的呈現方式不同。

So Pantone would have to provide slightly different formulas to make the colors look exactly the same.

因此，彩通可能需要提供稍微不同的配方，以確保顏色看起來完全相同。

For example, the cardboard formula would be adjusted to a matte, absorbent, slightly textured surface, while the formula for magazine paper would be altered to account for the shiny finish.

例如，對於紙板，配方可能需要調整為適用於霧面、吸收性稍高、略帶紋理的表面，而對於雜誌紙，配方則需要進行調整以考慮其光澤表面。

To ensure all colors look the same, Pantone has a rigorous quality control process.

為了確保所有顏色看起來一致，彩通擁有嚴格的品質控制流程。

The company uses a tool called the Spectrophotometer to compare the same color on different surfaces.

該公司使用稱為光譜儀的工具來進行比較。

So Pantone would analyze reflected light from the materials and generate a number value based on that color.

彩通會分析材料反射的光線，並根據該顏色生成一個數值。

Then they'd compare it to the number for the color in their official index.

然後，他們會將這個數值與他們官方索引中該顏色的數值進行比較。

If the data doesn't match, they'd have to reformulate.

如果數據不匹配，他們就必須重新調配。

You know, basically someone's out there checking these cards to make sure that the fabric that we've dyed are within a certain Delta E difference,

你知道，基本上有人在進行檢查，確保我們染色的織物在某個特定的Delta E差異範圍內，

meaning that it the color is consistent one by one, and it's highly, it has to be highly accurate.

這意味著顏色是一致的，並且必須非常準確。

Pantone has done color testing for over 10,000 colors, which it compiles into these Color Guides, like this 1964 version, which cover the whole gamut or range of colors logged by the company.

彩通已對超過10,000種顏色進行了色彩測試，並將這些測試結果編入彩色指南中，例如1964年的版本，這些指南涵蓋了公司記錄的全部顏色範圍。

There are dozens of different versions of the guidebooks.

這些指南有數十個不同版本。

Some are even made specifically for certain companies.

有些甚至是專門為某些公司製造的。

About half of our revenue comes from the physical guides that we have.

我們大約有一半的收入來自我們擁有的實體指南。

Because there are so many different formats of it.

因為它有許多不同的形式。

They can cost about $700 for this essentials kit to about $9,000 for a set of color display towers.

這些指南的成本大約從基本套件的700美元到一套顏色顯示塔的9,000美元不等。

Pantone says the guidebooks generate the most revenue.

彩通表示指南書籍產生了最多的收入。

It sells them to designers, marketers, and artists annually.

它每年向設計師、行銷人員和藝術家出售這些產品。

Each year they're updated with new colors.

每年都會更新顏色。

Your book is exposed to air and it can oxidize, and then what you see in your book can visually change when you look at it.

你的書籍暴露在空氣中，可能會氧化，當你查看時，書中所見到的內容可能會在視覺上發生變化。

So then you won't accurately know if that's the exact color that you are looking for.

因此，你將無法準確知道你正在尋找的是否是確切的顏色。

So for that reason, it is important to keep getting fresh books so that you can view them accurately.

因此，重要的是要不斷更新書籍，以便你可以準確地查看它們。

Pantone says the other half of its revenue comes from its consulting and licensing and digital services businesses.

彩通表示其另一半收入來自顧問、授權和數位服務業務。

Universal Studios approached Pantone for the 2015 movie "Minions", asking them to make a new yellow.

環球影業在2015年的電影《小小兵》中向彩通尋求合作，要求他們製作一種新的黃色。

It made this banana inspired hue and standardized it for the franchise.

它製作了這種受香蕉啟發的色調，並將其標準化用於該特許經營。

Banana?

香蕉？

Uh, Stuart?

呃，Stuart？

Banana!

香蕉！

Companies can trademark specific colors, so you can't say, "Make and sell your own competing products using Tiffany Blue."

公司可以將特定顏色註冊為商標，所以你不能說：「製作和銷售使用蒂凡尼藍色的競爭產品。」

But when it comes to all the other colors in Pantone's guidebooks...

但當涉及彩通指南中的所有其他顏色時...

So those who get their hands on the color, of course they can use the color,

那些擁有這些顏色的人，當然可以使用這些顏色<

but when we're communicating colors between different people, and this is where the Pantone IP comes into handy.

但是，當我們在不同人之間溝通顏色時，這就是彩通知識產權派上用場的地方。

Because we can refer to a specific shade, a hue of a color through its name.

因為我們可以通過它的名稱來引用一種特定的色調，一種顏色的色調。

While the majority of Pantone's revenue comes from those branches, it's well-known marketing campaign might be what makes it a household name.

雖然彩通的大部分收入來自這些業務部門，但它著名的行銷活動可能是讓它成為家喻戶曉的品牌的原因。

2024's Peach Fuzz is inspired by warmth and healing.

2024 年的「柔和桃」靈感來自溫暖和治癒。

A Pantone spokeswoman said they anticipated increased interest in self-care in the next year, which they felt the shade represented.

一位彩通女發言人表示，他們預期未來一年對自我關懷的興趣將增加，而他們認為這種色調代表了這種趨勢。

We want to make sure that our community of creatives and designers, you have a conversation about color every year, at least once a year.

我們希望確保我們的創意和設計社群，每年至少進行一次關於色彩的對話。

After nearly five decades of ownership, Lawrence Herbert's family sold Pantone to X-Rite in 2007.

在擁有近五十年之後，勞倫斯·赫伯特的家族於2007年將彩通出售給了X-Rite公司。

The company makes color measurement tools, which helped to cement Pantone status as a color authority.

該公司製造色彩測量工具，這有助於鞏固彩通作為色彩權威的地位。

Just five years later, X-Rite was acquired by the Danaher Corporation, a life sciences and technology conglomerate.

僅五年後，X-Rite 被生命科學和技術企業集團丹納赫公司收購。

In October, Pantone and X-Rite spun off from Danaher with 11 other companies into a newly traded company, Veralto Corp.

在十月份，彩通和 X-Rite 與其他11家公司從丹納赫公司中分拆出來，成立了一家新的上市公司，名為 Veralto Corp。

While Lawrence Herbert could have never predicted Pantone's evolution, his idea was a leap forward for the marketing industry and the world of color.

雖然勞倫斯·赫伯特可能無法預測彩通的演變，但他的想法對市場行業和色彩世界來說是一大飛躍。

And as products advance from physical to digital, Pantone's scope will have to keep evolving.

隨著產品從實體向數位化發展，彩通的範圍將不得不不斷演進。

When it comes to color, we want to make sure that it's always going to be consistent no matter where you are, whether it's in digital format, where we can continue to expand on that,

當涉及到顏色時，我們希望確保無論你身在何處，顏色都始終保持一致，無論是在數位格式中，我們可以繼續擴展，

those products and services, or in different types of physical formats to help by our customers and clients find the right color and be able to execute those colors the way that they want it to be.

這些產品和服務，或者在不同類型的物理格式中，以幫助我們的客戶和客戶找到合適的顏色，並能夠按照他們的希望執行這些顏色。