That Indescribable Pink of The Financial Times

By CHRISTINE HAUGHNEY

Salmon? Pink?

Figuring out exactly what color paper The Financial Times is printed on is about as easy as describing a lipstick shade, a paint color or a bridesmaid's dress. Just call it pink.

The color of The Financial Times was being discussed again last week when Pearson, the media and educational conglomerate that owns the paper, announced that Marjorie Scardino would step down as chief executive. That led to speculation that a new leader would be quick to sell the FT, as it is called, and journalists struggled with describing the color.

According to The Financial Times's Web site, the paper is a “distinctive shade of salmon pink.” The paper, first published in 1888, tinted its pages in 1893 to distinguish itself from its rival, The Financial News, in what the Financial Times described as “a masterstroke which made it immediately distinguishable from its main competitor.” David Kynaston wrote in the book “The Financial Times, a Centenary History” that it grew progressively pinker over the years.

“As far as one can tell the FT for quite a long time from 1893 had a slight pinkish tint to its pages rather than rejoicing in that bold salmon pink with which we are now familiar,” wrote Mr. Kynaston.

But color experts politely disagree about the actual color of The Financial Times. Leatrice Eiseman, executive director of the Pantone Color Institute, said The Financial Times is actually “bisque.” She said it was a wise choice because its shade is considered a “ ‘tactile' color - one that invites touch” and “a warm, welcoming, nurturing color.”

She added, “From a marketing perspective, the color is a great idea as it does catch the eye on the newsstand.”