Theory: I Should Work for Ikea

Branding means constantly thinking about and defending your color choices. What will communicate Authority? What will evoke Friendly Political Discourse? Rootsy yet Technologically Forward? Delicious? It’s lots of fun to sell by color. (And even more fun to sell by music because you get to use words that make you sound ridiculously effete in normal conversations: modal, percussive, etc. Even I make myself sick sometimes. Also, since when do I write about work so much?)

It’s so interesting what colors communicate. It constantly surprises me how differently they’re seen. For my synesthete allies, it’s expected. We all make connections between colors and items and moods without even thinking about it. For clients and everybody else, red can only mean anger, love, war, or Christmas. Come to think of it, even these four aren’t conceptually that far apart.

People seem to be stuck in these cultural symbolic ruts like this, from time to time, and it might be a good idea for us to push out of this.

Apropos, how is it that people get the job of Professional Color Namer?

You know, like the people who decide your sweater will be available in Honeydew instead of Light Green?

How do I get that job?

I think I’d be really good at it, and it would make your Ikea catalog much more interesting.

"Yes, I'd like that DRAGĂ–R in Stroganoff." See! So fun to say!

Alright, friends. Show me what you got. I'll pick my favorites and send the winner, well, something colorful.


Swedish Meatball

Read More