Pantone® has chosen Greenery as its 2017 Color of the Year™.  The world-renowned authority on 
color describes Greenery as a fresh and zesty shade that evokes the first days of spring when 
nature's greens revive, restore, and renew.  Wow, that's quite a description for a color I would call
a yellowish green.  But, I'm not a color expert.
After experts such as Pantone release their annual color trends, consumers, companies, and 
designers immediately begin filtering the shade into their work.  We'll start seeing this trendy color 
on fashion runways, furniture commercials, and interior paint collections.  But, will we see a building that proudly displays itself a bright, zesty shade of Greenery?  Maybe, but maybe not.  Architects have long championed the benefits of bringing color into projects for many different reasons, but have often felt the pushback from their clients who may be afraid of blazing that trail.  
Usually, it is the contemporary projects that incorporate color schemes, especially daring colors, into their aesthetic.  Bright and innovative colors draw attention, and it's no surprise that translates to architecture as well.  Of course, any architectural or design professional will say that they don't follow the trends, but they set them instead.
Color serves as a universally basic, almost instinctive, way to immediately and effectively translate feelings and emotions to the public, who may not have the eye for complex architectural form and style.  White serves as a color that can promote freshness and purity, while a juxtaposition of contrasting colors can present an important emphasis within a building.  Neutral colors allow a building to exist comfortably within a designated area, while red indicates a building to be reckoned with.  
Pantone itself has its own Pantone Color Institute™, which helps companies make the most informed decisions about color for their brands and products.  This includes color trend forecasting, brand color development, custom color solutions, and product palette selection.  The institute even says, "When 80% of human experience is filtered through the eyes, we understand that the choice of color is critical."  In the same way that natural light is considered in the planning of buildings, color also has an immensely important impact on the welfare of the people that use and experience these buildings.
Is color really that important in architecture?  There's certainly an argument to be made that it is, and Pantone's success at guiding businesses to make the right color choice is proof of a lucrative industry.  Perhaps your city could see the next influx of colorful architecture, placing itself in a list among Rainbow Row in Charleston, South Carolina; the River Walk in San Antonio, Texas; and the Painted Ladies in San Francisco, California.  I sure know that a building in my town painted Greenery would grab my attention.

Marcus Dodson
editor & publisher
Does Color Matter?
How Color is Finding Its Way Into Architecture