# Color for power · Branding Trends · Zorraquino > Between vibrant, digital palettes and neutral, natural tones. URL: https://www.zorraquino.com/en/trends/branding-trends/color-for-power ![Color for power: Between vibrant, digital palettes and neutral, natural tones.](https://cdn.sanity.io/images/0w1142l8/production/b61c02a31479715601b451965616f8b78de97229-1792x1344.webp/color-for-power-between-vibrant-digital-palettes-and-neutral-natural-tones.webp?w=1600&fit=max&auto=format&q=85) Trend 05 # Color for power 1. [Branding TrendsHome](https://www.zorraquino.com/en/trends/branding-trends) 2. [Trend 01Rebrand but reframe](https://www.zorraquino.com/en/trends/branding-trends/rebrand-but-reframe) 3. [Trend 02Less logo, more meaning](https://www.zorraquino.com/en/trends/branding-trends/less-logo-more-meaning) 4. [Trend 03Flexy brands](https://www.zorraquino.com/en/trends/branding-trends/flexy-brands) 5. [Trend 04Brand in motion](https://www.zorraquino.com/en/trends/branding-trends/brand-in-motion) 6. [Trend 05Color for power](https://www.zorraquino.com/en/trends/branding-trends/color-for-power) 7. [Trend 06Fonts to differentiate](https://www.zorraquino.com/en/trends/branding-trends/fonts-to-differentiate) 8. [Trend 07Science fiction](https://www.zorraquino.com/en/trends/branding-trends/science-fiction) 9. [Trend 08No packaging](https://www.zorraquino.com/en/trends/branding-trends/no-packaging) 10. [Trend 09Nostalgic retro](https://www.zorraquino.com/en/trends/branding-trends/nostalgic-retro) 11. [Trend 10AI for branding](https://www.zorraquino.com/en/trends/branding-trends/ai-for-branding) Color for power Between vibrant, digital palettes and neutral, natural tones. ## The supremacy of colour In an age defined by uncertainty, colours that convey trust, calm and connection are a powerful means for brands to attract users. In a world that is recovering, people are constantly looking for their wellbeing, escaping from everything digital. For a brand, colours are essential to building connections with users. Vibrant colours clearly inspired by nature and by the authenticity of the real are a sign of resilience and link directly with the emotions of the moment. The possibilities of colour are endless. Digital palettes, natural colours, vibrant ones, colours that can’t be defined exactly. Colours that send a message and act as a new sign of strength in the face of the extraordinary situation people are going through. In short, it will be crucial for brands to adapt their identities to the circumstances of the moment in order to build emotional connections with people. Brands will need to choose unconventional shades in a far from conventional time. ## Cases 01 / 05 Zorraquino spotlights 1. 01 At a time when the world is recovering, people want to feel good and escape from everything digital. That is why colours play a fundamental role. 2. 02 Vibrant colours clearly inspired by nature will link users with emotions. The possibilities of colour are endless. 3. 03 Brands will need to adapt their identity to users’ needs in order to build emotions with them. They will need to choose colours that send a message. ## More on the trend ### References - [Figma](https://www.wearecollins.com/work/figma/) - [Collins links up with Sigma to demystify the myth of the “line creative genius”](https://www.itsnicethat.com/news/collins-figma-graphic-design-111022) - [Safari Sunday’s Slurpee monogram resembles a “dollop” of slushy](https://www.itsnicethat.com/news/safari-sundays-slurpee-graphic-design-250723) - [Slurpee de 7-Eleven presentan una nueva identidad y empaque](https://www.elpoderdelasideas.com/slurpee-de-7-eleven-presentan-una-nueva-identidad-y-empaque/) - [Koyoi](https://bangaldawson.com/branding/koyoi/) - [Introducing The New Bolt](https://www.bolt.com/blog/introducing-the-new-bolt) - [Ragged Edge explores new ways to design for wellbeing with Unmind rebrand](https://www.itsnicethat.com/news/ragged-edge-unmind-graphic-design-branding-280423) - [Unmind: Changing wellbeing for work people](https://raggededge.com/work/unmind/) - [Ragged Edge revolutionises workplace well-being with new Unmind rebrand](https://www.creativeboom.com/news/unmind/) Pages 66–78 of the report [![Fonts to differentiate: Typefaces with plenty of personality to resist homogenisation.](https://cdn.sanity.io/images/0w1142l8/production/d334e0535a6305e8f73224f33cf328ba525b002b-1920x1440.webp/fonts-to-differentiate-typefaces-with-plenty-of-personality-to-resist.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/branding-trends/fonts-to-differentiate) Next trend · 06 [Fonts to differentiate](https://www.zorraquino.com/en/trends/branding-trends/fonts-to-differentiate)