Autumn Colors

Autumn Colors

Idly gazing out the car window from the passenger seat recently, my thoughts turned to the month of October. The thought process went something like this: “Isn’t it strange how orange becomes the dominant color this time of year… advertisements are covered in orange,… stores are robed in it,… but…I wonder how it became so closely associated with Halloween?…” 

And then we passed this sight by the side of the road:  

Oh,… Duh. The simple answer is: Nature. Halloween is the orange holiday because it takes place in a harvest month when the fields are awash in the warmth of autumn colors: reds, browns, yellows and, yes, orange.

In fact, nature is always making impressions on us in subtle, and not-so-subtle, ways. When you are aware that everybody makes these observations, it becomes a common language that connects you to your audience. It’s no small wonder that advertisers rely so heavily on orange to promote everything pumpkin flavored during the brief period when fall colors carpet the world around us. They know that when you think of orange during autumn, you think of pumpkins, then of the pumpkin flavor and,… bam! You just bought a seasonal pumpkin product. Understanding this thought process doesn't just make us more alert consumers. It is something we should be aware of in our creative process. 

We "file away" our impressions and observations of the world around us, but eventually they reemerge during the creative process. There is always a choice at this point: do you follow a familiar, obvious solution- something which speaks to an observation or experience you share with others? Or do you go with a novel, unusual solution, causing people to ponder or question what you've shown them?   

Both of these options are applicable to any creative challenge, but there is a down-side to each direction. For instance, choosing to connect with your audience on common ground might also be considered boring, predictable, or conventional. On the other hand, pursuing the unfamiliar, unexpected, or provocative can run the risk of loosing a part of your audience; then your perspective isn't even considered. Just keep in mind that whatever choice you make, you are not committed to continue in that direction for the next project. 

You will find that your work is vibrant, meaningful, and ultimately successful when you bring your own authentic, original voice to the process. Then, it doesn't matter if it touches them through familiar experience or makes them ponder new perspectives, it will resonate with your audience.