Plum is the New Black

Plum is the hottest color around.

Red Plums, Blue Bowl

We're having one of those, "Thank you for telling us what we already know" moments. We've been saying it for years, but now finally Madison Ave. and American businesses are jumping on our bandwagon. And we have independent corroboration from The New York Times: Plum is hot...

Plum is, apparently, the color and name du jour. Among the new plum entrants to the field: an American Express card, Sunday circular coupons in newspapers, the labels on Penta water, PlumChoice Online, and even a character in a series of novels, Stephanie Plum—to name just a few. Why you may ask?

"Trend watchers suggest several reasons so many marketers seem to be going plum loco. One recurring thought is that the success of technology brands like Apple and BlackBerry is giving fruit a good name, hence the proliferation of plums as well as brands like Pinkberry and Red Mango, which are both frozen yogurts.

Plum and purple colors also 'evoke royalty, sophistication,' said Tom Julian, president at the Tom Julian Group in New York, a brand consultancy.

Those shades can appeal to 'the emotional side of one’s passions and interests,' he added, 'the individual desire for zest and to be distinct.'"

Exactly what we've suspected all along. We're looking at the world through plum-colored lenses—and so should you.

Plum, the Color, Is Having Its Star Turn [NYT]