Issue Number 32

Color

Five trends important to your business

Who's responsible for color trends? Who decides what the next hot color will be? Sometimes it seems as though a fashion designer in a Manhattan loft sits down with a Pantone book and determines for the rest of us what color is in and what color is out. Nothing could be further from the truth. Color trends actually start from the bottom up — as a reaction to the world around us. Although the fashion industry unquestionably plays a role in color trends, it's also very reactionary, and one of the few industries where color choices change yearly.

Color has an undeniably powerful impact. It reflects and defines our world, and plays a large role in our behavior, emotional responses, and moods. Because of this, it's important for organizations large and small to pay attention to color forecasts and consider color carefully. Here are five trends that can help you make smart color choices for your business.

Trend 1: Contextual Colors

Color trends are the direct result of our response to the events that shape our lives. World conditions and global issues such as the economy, the environment, and technology drive color trends. For example, the great uncertainty and anxiety we feel as a result of ongoing turmoil in the Middle East and other parts of the world has driven a social trend toward comfort, home, simple pleasures, stability, and safety, which is reflected in naturals, neutrals, and grays such as Winter Wheat, Driftwood, and Charcoal.

Takeaway: Color your message to your market. The colors you choose to appeal to Baby Boomers are going to be very different than the ones you choose for Millennials.

Trend 2: Sustainable Colors

Green has undergone a major shift over the last twenty years. Although the color has long been associated with life and nature, it is now the much-heralded color of environmentalism and a sustainable lifestyle, and the green palette is growing ever larger. New colors that complement green are also surfacing as part of the sustainability movement, including Bamboo, Fresh Leaf, Citron, Mushroom, and Periwinkle.

Takeaway: Don't overdo it. Use green purposefully and not randomly. Remember that you need to live up to the emotional expectation you create with a color like green.

Trend 3: Global Colors

Our color vision grows more and more global as the world grows smaller and smaller. Exotic, regional colors now have international influence. China, India, Africa, and the Middle East now heavily influence color trends. Look for Citron, Tuscan Sun, Haute Red, and Plum to be particularly prevalent accent colors.

Takeaway: Driving forces in color once looked primarily to the U.S. and Europe for trends and inspiration, but the global economy has shifted the focus.

Trend 4: Fresh Colors

As meaningful as your organization's color palette is to your brand, it can become outdated or stale over the years and may need a refresh. A refresh is just that, a subtle change in hue or intensity to help your colors stay in tune with the times. Occasionally companies will revive their corporate colors, but more often than not corporations will add complementary colors to their existing palette to stay current and keep their brand relevant. The rule of thumb is to reexamine your corporate colors every five years. If blue is in your palette, consider cyan-tinged blue, dusky deep blues, or deep blue with a hint of lavender or aqua. The new reds? Consider anything scarlet, hot, and fiery. Also look for Deep Violet, Orange-Tinged Poppy Red, and Coral Pink.

Takeaway: It's important to know the character of your company and understand how you want to connect with customers emotionally — through your choice of brand and product colors. Make well-informed choices.

Trend 5: Techno Youth Colors

Technology will continue to drive color choices toward metallics and iridescent colors. Inspired by colors showing up in electronics and sports, you'll see bright, bold, electric colors with names like Lift-Off Lemon, Plasma Pink, and Techno Grass showing up more and more. At the same time, variations of steel, rust, and other weathered metals, such as copper and bronze, will be popular. Also look for colors like Cement and Glass to be popular over the next few years.

Takeaway: Intense, youthful colors are the colors of the future, representing optimism and hope.

For 2009, make a resolution to make smart color choices for your business.

Sources:
Color Marketing Group,The Color Association of the United States
Trends in the World of Paper, Wausau Paper®

 

 

All company, service, and product names referenced here are the trademarks of their respective companies.

© 2005-2010 Larsen Design Office, Inc. All rights reserved.
Reproduction of material from Larsen inSights without written permission is prohibited.

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