One of the most challenging yet still enjoyable aspects of my work as a color consultant is the naming of colors. Whether working with Pantone to name colors for their varied systems, or working with clients to identify specific colors for a project, my goal is to make the names as evocative as possible. But it’s not always as easy as it may seem!
How to name a color
The most important point in naming a color is to convey the mood of the color, but you also want to identify or suggest the color family that spawns the hue. For the consumer market, it is also important to use terms that are attractive, imaginative, and appealing so that they elicit a positive response. The beauty industry was a leader in recognizing the importance of color naming for marketing purposes. A lipstick named “Scarlet Smile” or “Gossamer Pink” is far more glamorous and provocative than the sterile identifier of “Shade #8”, after all!
So, how do we, as color consultants, name a color? Inspiration can come from many sources, much of it from nature and the environment. Some examples include*:
- Natural phenomena: Sky Blue, Green Haze, Desert Dust, Snow White, Sunshine, Foggy Dew, Shadow Purple, Lava Falls
- Flowers, vegetation, and woods: Golden Poppy, Periwinkle, Grass Green, Daffodil, Porcelain Rose, Peach Blossom, Vivid Viola, Red Mahogany, Wood Ash, Golden Oak
- Minerals, Gemstones, and Metals: Prism Violet, Peridot, Blue Topaz, Amberglow, Silver Lining, Medal Bronze, Lead Gray, Alabaster Gleam, Gilded Beige
- Animals, Reptiles, Birds, and Fish: White Swan, Robin’s Egg Blue, Flamingo Pink, Snake Eye, Oyster Gray, Blue Fox, Plum Kitten, Seal Brown, Salmon Buff, Canary Yellow
- Historical Sites and Geography: Etruscan Red, Bombay Brown, Mecca Orange, Patrician Purple, Blue Danube, Capri Blue, Inca Gold, Nile Green
- Foods and Beverages: Apricot Illusion, Rum Raisin, Caramel Crème, Toasted Almond, Peach Nectar, Deep Claret, Grape Leaf, Winter Pear
- Dyes and Spices: Turmeric, Lemon Curry, Honey Ginger, Jalapeno Red, Cyan Blue, Jojoba, Gentian Violet, Saffron
- Moods/Emotions/Reactions: Lanquid Lavender, Placid Blue, Mood Indigo, Soothing Sea, Tender Yellow, Red Alert, Tickled Pink
Additional color names sometimes just spring forth, simply because they are especially evocative, resonant, expressive, or intuitive: Déjà vu Blue, Very Peri, Splish Splash, Fuchsia Fedora, Tap Shoe, Hint of Mint
Color combinations can be equally inspired:
“Fiesta” and “Hot Pink” radiate with excitement, celebration, and fun.
“Tiger Lily” combined with “Persian Violet” suggests exotic fantasies and a rich and pungent scent.
“Ebony” and “Limoge” suggest sophisticated elegance.
“Waterfall” and “Tropical Breeze” are instantly perceived as sparkling and cool.
Why is an evocative name important? You could say, “medium-grayed yellow-green” to evoke a particular shade visually, but doesn’t the name “Herbal Garden” stimulate the mind’s eye, and engage a sense of scent and taste as well?
How not to name a color
Unfortunately, there are some color names that come from less-than-inspired resources, and Puce is one of them. Not only does it sound odoriferous, but the word comes from the Latin “pulex”, which means “flea”. It is the color of a flea’s underbelly, something that most humans would have difficulty identifying, let alone actually seeing! However, as terrible as the name is, “Puce” is 
retained in the Pantone system because the color is considered a classic. The French have a different view of the hue. This brownish purple color was actually Marie Antoinette’s favorite color, and “ma puce” in French is an endearing term meaning “sweetie”!
If you’re of the opinion that “Puce” should be replaced, it could be worse: the National Bureau of Standards lists an alternative for Puce, which is not an improvement: “Pewke” (taken from Old English, no doubt). Can you imagine marketing a sleek, luxurious new convertible in colors like Moonbeam, Silver Birch, Celestial Blue, Cream Pearl, and Pewke?!
I think you will agree that Puce is a better alternative.
All the more reason that color consultants should spend some thoughtful time when they name a color!
*All of the color names used in this article are contained in the Pantone Fashion and Home system.
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