Chocolatey brown Mocha Mousse has been named color of the year for 2025 by color specialist Pantone.

Pantone 17-1230 is a mellow brown with chocolate and coffee qualities that conjures up feelings of comfort and thoughtful indulgence. It was selected to reflect the importance of “little treat culture” and promote feelings of contentment and harmonious comfort. Pantone describes it as it being imbued with a sensorial richness, ‘inspiring us to curate experiences that boost personal comfort and wellness.’ It went on to say: “From sweet treats to nature walks, the indulgence of simple pleasures that we can also gift and share with others.”

So much meaning can be ascribed to a colour. Our individual interpretations can vary depending on personal likes and dislikes, how we experience that colour, and the feelings it generates. It can shape and influence the way we connect with a brand.

But how it does that varies from generation to generation:

Baby boomers prefer neutral and classic colours. Mature color palettes resonate because they feel more functional, practical, and comfortable. These colours include beige, grey, and dark or muted variations of blue, orange, brown and red.

Gen X appreciates a muted colour palette but also embraces bolder, more globally inspired colours including shades of green, red, and purple. These richer colours capture Gen Xers’ attention because they create excitement and energy. Gen X also loves shades of green because they feel organic and restful to the eye.

Millennials (also known as Gen Y) like a range of colours. Some favour soft, pastel colours including millennial pink and mint green. Some embrace minimalistic hues that include muted greys, whites, and browns. They also have an eye for bright and energetic colours, reflecting the bold 80s and 90s colour palettes of their youth.

Gen Z Younger generations gravitate towards bright and contrasting colours because of their feeling of joy and excitement. Gen Z has its version of yellow that is poised to rival millennial pink. This sunny hue evokes positive connotations like happiness, optimism, or intelligence. It’s also a favourite because of its excitement and ability to pop in social media photos. Purple creates a sense of exclusivity or excitement, and Gen Z purple, a bubbly and bright shade of lavender, is, some are saying, the next big thing.

Colours can also connect generations. Few people would have missed the Brat green last summer courtesy of Charlie XCX’s latest album.

And some are timeless. Darker shades of blue are associated with trust and loyalty – which is why they are so popular as brand colours for healthcare, legal, and ­financial institutions

Red is a strong colour that is heavily present in industrial and corporate branding (like

Coca-Cola and McDonalds) while orange channels the energy and power of both yellow and red and is associated with affordability. This shade can also be used to generate impulse purchases or spur action, which is why it is a favourite for marketers targeting millennials, like Apple or Nike.

For brands and their agencies, choosing the right colour can help build connections, recognition, loyalty, and trust within the demographics they are targeting. By picking the optimum shade they can shortcut understanding to deliver clearer messaging, faster. Getting the shade right is crucial.

Talk to Ricoh to explore how digital print can help generate accurate, colour rich results, reliably and consistently