There are many elements, such as typography and images, that are crucial to the design process. But what I deem most important is the use of color. Let’s say I’m looking for red, and I have to decide between five different shades of red. Pantone functions as a kind of guidebook that lets you choose that perfect shade of red. I’d say that Pantone offers the most refined standard of colors. And color is actually something that is used very professionally. But Pantone made it possible for both professional designers and non-professionals to use their colors, which I think is a laudable feat.