In 1939, The Wizard of Oz narratively and literally ushered in a new age of colour in media as Dorothy walked out of her sepia-toned world into the land of technicolor. Although the film wasn’t the first to introduce colours to the big screen, it undoubtedly became the most iconic and influential. Nowadays, everything from brands to fashion appears to be embracing more neutral tones compared to the vibrant shades of the past. One of the clearest examples of this is Apple. In the late 1970s, the company’s logo was a rainbow-coloured apple, nowadays the shape has remained but the colours have completely disappeared.
Logos are becoming more neutral
According to an article by Skyfall Blue Media, brands are forgoing colours like blue and yellow, or any other bright hues, in favour of more neutral tones like brown, grey and black. Although red remains quite consistent among brands, this trend of colourless logos is spreading across all sectors and industries. Perhaps the decision to abandon vibrancy in marketing and branding can be tied to a rise in “minimalist advertising”.
Because most information nowadays spread through social media, capturing someone’s attention in just a few seconds has become paramount. Hence “minimalist advertising”: an approach which conveys simple and direct messages, avoiding excess information. This kind of marketing has already proven to be extremely effective for brands like Apple, McDonald’s and Nike, all of which have increased brand awareness by 85% through the aforementioned approach.
It’s not just branding, it’s also fashion
This process of “decolourisation” is affecting more than just companies’ marketing strategy, it’s becoming part of our culture. Recently, Pantone has revealed that the Colour of the Year for 2025 to be: Cloud Dancer, also known as white. Whereas, in the fashion industry, colours such as beige, black and grey are making a grand resurgence. In 2024, British Vogue wrote an article on how grey was quickly becoming a “fashion crowd favourite”.
According to a research study shared by the Science Museum Group Digital Lab (2020), machine learning was used to track changes in the colours of common materials and objects, analysing over 7,000 of the most widely used items from the 1800s to the present day. Two centuries ago, a wide range of colours was observed, with black, white, and grey tones accounting for about 15% of all items. Today, approximately 60% of objects, items, and materials fall into these neutral colours. The graph below illustrates the overall trends in colour change over time.
The importance of preserving vibrant colours
Colour is more important than many of us realise and is often taken for granted. It evokes emotion, conveys meaning, and enables more effective communication. Colours are also closely tied to cultures around the world, carrying cultural, religious, spiritual, and social symbolism. They play a vital role in art and allow us to express ourselves.
Decolourisation might be on the rise, however, there are many benefits in keeping brands colourful and bright, as colour has been proven to play a vital role in everyday life and is a powerful communication tool that should not be overlooked.
