You don't choose a colour, you inherit it

Before opening a single colour panel we put the competition on a wall. Twenty brands, their websites, their packaging, their profiles. And almost always the same thing happens: two or three colours repeat to the point of boredom, and there's a huge gap nobody occupies because «it's not what this sector does».

The gap is the opportunity

That gap isn't an aesthetic whim. It's the difference between being recognised from ten metres on a shelf or in a feed and being one more. The colour inherited from the sector buys quick trust, but pays for it in memory: nobody remembers the third one dressed the same.

The colour that earns trust on the first visit is the same one that makes you forgettable on the second.

— Sors

That's why a brand's colour system always has two layers: the one that places it in its sector, so it doesn't look like an intruder, and the one that sets it apart. The work is in dosing how much of each goes into each piece.