Created by the Pantone Color Institute and HireInfluence, the new 2018 Colors of Travel Study identifies the coolest colours that are being used in inspirational travel photos across social media, especially outdoor adventure and lifestyle images boasting high engagement from top travel influencers.
After analysing a mix of outdoor adventure and lifestyle travel photos with high engagement from dozens of the top travel influencers in the US, the top shades are an aqua (PANTONE 14-4620 Island Paradise), a coral pink (PANTONE 14-1323 Salmon), a forest green (PANTONE 19-6050 Eden), and a deep russet shade (PANTONE 16-1340 Brandied Melon).
“Island Paradise” is a cleansing aqua shade that symbolizes the great escape to paradise found in coastal shores and sandy ocean beaches. “Eden” is a forest green tone that enhances the sense of well-being. “Salmon” is a coral-infused colour that represents the majestic hues of the evening skyline and “Brandied Melon” is an earthy shade such as striking flowers of nature that bring inner peace.
“Inspirational travel photos on social media platforms such as Instagram play a huge role in how consumers are selecting their next destination,” says Stephanie Stabulis, Senior Strategy Director for HireInfluence, who oversaw the study. “Colour and quality can generate impressive organic reach and engagement for these photos and help generate that must visit feeling in social audiences.”
With that in mind, the Pantone Color Institute sought to identify destinations that incorporate the wonderful four colours of travel into their natural palette. Their top destination? Carlsbad, California—a quaint and approachable little beach town just 25 minutes north of San Diego, known locally as The Village by the Sea. It’s now highlighted in the Colors of Carlsbad.
All images courtesy of visitcarlsbad.com.
