If you ask me, pink is really underrated. It’s a beautiful and striking colour living in a judgemental world of opinions and stereotypes. I’m on a personal mission to gradually change the global assumptions of pink and convince the world of its value – starting with my colleagues.

It all started when I was taking a client brief and part of the criteria was to create a visually powerful design. “Even if it has to be hot pink, I need it to stand out!” These were the exact words of my client. In my excitement and pure delight, I scribbled down “hot… pink…”

Ok, I’ll admit that when I briefed the team I was met with raised eyebrows and inquisitive frowns. “Are you sure he wants pink?”

Another confession, when the client received the first drafts, of course we gave him several colour options, but his first comment was “Why is it pink?”

You can imagine my frustration, of course.

But in truth, he actually grew to like it, much to my satisfaction.

Needless to say I gained myself a reputation within the office of trying to make everything pink. Our new brand even incorporates a Dani Pink.

The point I’m trying to make is that design is extremely subjective, and what one person loves isn’t necessarily going to be loved by the person next to them. Referring back to my first words in this blog, “If you ask me” you will get a very different answer to one of my Russian friends. When asked, he proclaimed, “Pink is not nice for boys in my country”… but why?!

It’s important to consider the purpose of your piece of design work when exploring which creative elements to adopt (colours, fonts, shapes). It’s all about how you want to be perceived by your audience.

Despite our obsessions (or not) with certain colours, our creative team approach every project with an open mind and an expert vision, and have the capability to advise on what will work well for you. Even if it is hot pink. We take time to understand you, your industry, your competitors and develop your perfect identity.

Why not challenge DE22 to find your colour. I promise to leave it to the experts!