Blue: Relates to social media which is very current and a big part of how businesses and young people communicate with each other. The colour blue also represents freedom which relates to the refined concept research that I have gathered based on the theme of Polarised people.
Pink: The colour pink represents sensitivity: relating to the fact that a successful brand should be sensitive and ethical towards consumers.
Yellow: Communicates optimism, joy and energy which relates to the concept of a positive future in which individuals can express themselves. The colour yellow also represents aspiration.
Orange: Represents being innovative which relates to the target audience of the theme Polarised Consumers (young people) communicating that Generation Zen is innovative. The colour orange also represents flexibility which also relates to the trend Liquid People.
The colours for body text, titles and headlines would be black and white depending on the application and background colours/imagery used.
Initial colour palette ideas:
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