GF goes global with favourite colour project

By Max Goldbart, Monday 09 January 2017

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Paper merchant GF Smith has launched a project to find the world’s favourite colour and is inviting everyone on the planet to select their favourite shade online.

gf-smith-colour

Several thousand have already taken part

The World’s Favourite Colour project, which is being supported by design consultancy Made Thought and the Hull 2017 UK City of Culture initiative, was launched on 4 January and voting will remain open for the next three months, at which point one participant that selects the most voted-for colour will have their name used alongside the colour on a new paper in GF’s Colorplan range.  

Launched in 1936, the Colorplan range has slowly evolved over the years to include colours such as vermilion and mandarin. GF is looking for this new colour to be a reflection of the 21st century.

GF will also use the data collected from the project to help tailor its paper’s colours to certain demographics, examining data based on gender, geography and age.

Managing director John Haslam said that several thousand had voted in the first hour and that he sees no reason why that number won't cross the million mark after the three months.

“If you ask a child, the child will know its favourite colour, but you ask an adult and it will depend on mood, time of day, or where they are, so there are many different factors, and your favourite colour might change three or four times a day,” said Haslam.

“That is what we are trying to determine by doing this programme. For a brand if they want to target someone that makes quick decisions we can let them know that people instantly react to pink, or whatever it might be.

“It will give us more authority on why we bring certain colours in rather than just forecasting and predicting. It’s a really exciting opportunity.”

A series of videos will be released over the course of the three months showcasing creative figures discussing their favourite colours, including Mulberry creative director Johnny Coca and artists Richard Woods and Camille Walala.

The most popular colour will be unveiled at the 'Paper City' exhibition in Hull, as part of GF Smith's celebration of it's home city being 2017's UK City of Culture.

GF Smith recently unveiled its new 372sqm London Show Space in the West End, the reception to which Haslam said had so far been “superb”. This year it is looking to become heavily involved with the Hull City of Culture campaign. 

Anyone who want to get involved with the project can vote at www.worldsfavouritecolour.com.

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