How Pantone is still turning colour into money
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SOME 210 new colours came into the world last week. Ballet Slipper, Spice Route, Jurassic Gold, and Sea Turtle, among others. These shades always existed in nature, but now they are official - dramatic names and all. One can buy them from Pantone, a small company in Carlstadt, New Jersey, that literally snatches its products out of the air.
Pantone monetises wavelengths and pigments the way Coca- Cola bottles water and Manhattan developers buy up chunks of the sky. Technically, it's a kind of biochemical company. After developing colours in a lab, Pantone makes most of its money by selling the shades and corresponding formulas to fabric mills, printers and designers in a range of disciplines.
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