Kyung LeeFollow




Communication Studies


Master of Arts (MA)


Kristen Hark


Barthes, Color Marketing, Color of the year, Pantone, Persuasion, Semiotic


Communication | Graphic Communications | Journalism Studies | Mass Communication | Other Communication | Publishing


This research analyzes the content of Pantone’s color of the year in 2000, 2002, 2009, 2014 and 2015 utilizing Barthes’ semiological system from a communication perspective. This study scrutinizes the announcement of Pantone’s color of the year as well as its color story to discover the purpose and the effectiveness of the verbalized nomination. The result reveals the significance of the semantic nature, which directs individuals’ viewpoint and creates a new connotation to alter their preconception. Also, Pantone’s color of 2014, Radiant Orchid, verified that the consolidation of the visual image and verbal content can maximize the influences that the sender desired. In discussion, after the emphasis of verbalized notation and the choice of oral structure (written color), the last chapter explains the system concerning who creates new visual experience, establishes it as a trend, and follows it. Although Pantone’s color communication is a relatively new phenomenon, this research completely states that the written content, which is provided with the photographed images, is accepted as other visual features, directs individuals’ perspectives, and it eventually associates with the economic value that Pantone aims to achieve.