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Need to connect back to nature. this is the color that breaks through the earth every spring. >> color can also be used to try and influence behavior like in australia where they started putting what some smokers say is the world's ugliest color, pantone 448 c on cigarette packs to discourage smoking. other countries have started doing it too. ♪ purple rain >> pantone also recently honored the late singer prince, inspired by his one of a kind purple piano. >> while pantone might be the definitive language of color, music is the only truly universal language. ♪ ♪ >> jesse jay tells hee hm...

As they do in texas. >> pan tone was founded in 1962 with the goal of becoming the standard language of color. it's ow people from all over the world know this isn't blue, it's pantone 26 c. the foundation is it's color matching system, which you might imagine they take seriously. first the technician enters the code from the ink he wants to make into this computer. right now steve is ordering up pantone 7765. the machine dispenses an almost perfect amount of base colors to the mix. it's almost never exactly right. that's where a well trained human eye comes in tweaking the formula ever so sli...

What color something is and perhaps why, you come here to pa ntone. this is one of my favorite colors. i think i wear it for television because it's easy. >> i see the combination as authoritative in a very credible way. reliable, trusted, dependable. >> that's pretty good. i'll take that. >> he is vice president of the pantone color institute which helps companies pick the best colors for their brands and products. >> color is the first thing e. thing you see and connect to. if they have brands as to what's the right color to express the brand dna. >> the right color can become iconic. think ...