Hot Color - Electric Yellow

Bright Way To Shake Up Client Promos

Electric YellowBold and brilliant, lemon yellow is a standout color when it comes to promotional campaigns and branding strategies. Yet this warm-weather favorite has much more going for it than mere attention-getting qualities. It's also reminiscent of retro styles inspired by the 1950s that are all the rage in high fashion this season, including designs by Carolina Herrera, Holly Fulton and Alice + Olivia.

"It's no surprise that yellow is having a consequential moment in the fashion world," says Katie Smart, marketing director for Axis Promotions (asi/128263) and a member of Counselor's Hot List who publishes a fashion-based newsletter every year. "Gold and yellow tones are complementary with most brand colors, so making a trend connection is easy – it's just a matter of connecting the dots."

Smart suggests that companies implement lemon yellow's signature zest via several different avenues simultaneously. "Use yellow as a segue into three ‘conversations' that will edge your company above the competition: brand awareness, trends and safety," she advises. "Yellow rain jackets and windbreakers will catch the eye, be fashionable, and provide recipients with a level of comfort, knowing the color will guarantee their visibility and safety on rainy days and during exercise and outdoor activities."

Yellow's ability to perform multiple functions at once makes it both versatile and highly useful for promotional campaigns.