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Thursday, 9 December 2004 | Levent OZLER
How Macro Societal Trends Impact Color Trends
trends analysis for the marketplace
American society finds itself amidst a major cultural shift that we call "Survival of the Fastest," comprised of two over-riding macro trends - "forced evolution" and its apposite "human" (humanization).
These two forces impact all aspects of our daily lives, shaping our hopes, fears and aspirations. Forced evolution is a response to our ever accelerating lifestyles riddled with fast addictions, fast therapies, an increasing dependency on body engineering techniques, (re)energizing strategies, and an escalating hyper-tasking lifestyle.
In opposition, the Human trend seeks to regain a sense of balance through a go-slower, go-backwards emphasis on the homey world in our likeness, in personal creativity, in the new luxury, pursuit of religion, and in a growing acceptance of greater cultural diversity.
Together, these trends literally color our physical world and enable shrewd marketers to use the most powerful communications tool to reach our emotional core instantly, induce a selected mood, and reinforce our desire to possess (buy).
Color Trends, an Overview
The Rainbow after the storm
This trend presents vivid, saturated colors as a representation of overt optimism and joy incorporating a mystical play of light, atmospheric and luminescence effects as of sun-rays gently interacting with surfaces, the natural radiance of crystals, and the brilliance of stardust, which implies a return to the sacred and magical.
Hyper-contrasts
Harsh contrasts are strong with teens and young adults who delight in a defiance of traditional color combinations. A hyper application of color rejects traditional approaches and accurately reflects our "speed of light" lifestyle. These visual shocks provide a stylistic rejuvenation with incongruous, mischievous mixes of materials, motifs and colors.
Quiet, Contemplative Hues
This pallet reinforce our need for inner peace and quiet, for a slowing step and return to spirituality which is translated colors of pure, raw materials, the hand of man shaping nature to bring out its essence, taming and sculpting it in a tactile, sensory manner. Here the colors of found materials and natural ingredients, breathing and alive surfaces, reflects our need to experience things through one's own sensations as our day to day experiences increasingly become virtual.
Bold Pink
Hot color resurfaces in fashion, interiors and in product design, as women feel more confident in expressing their femininity. High-voltage colors energize and invigorate the senses. Fragrance to listen to, music to watch,, tactile video, polysensoriality filled with colors emanating within objects, animating them, giving them life.
Metallics
Copper and gold provide strong color and texture directions through the decade as a reflection of the new luxury and the traditional opulence of India and the rising Far East.
Key Color Trends - Lifespan
Raw Materials - influential from 2004 to 2006, reflects the Human macro trend and need for personal creativity and to go slower.
Colorama / Duality - 2004 to 2006, reflects Forced Evolution and hyper-tasking.
Resort, 2005- 2007, Human, go backward trend.
Halo, 2006 to 2008, reflects the Human, religion and go slower trend.
BioMorphic, 2003 to 2005, based on both Human and Forced Evolution trends to spirituality and go slower, as well as organomic and genetics.
Whisper, 2006 to 2008, celebrates the Human go slower mode.
Celebration, 2003 to 2005, a reflection of Human and go forward tracks.
Asian medley, 2005 to 2007, based on the Human trend to diversity and Far East influences.
Cheryl Swanson founded Toniq with Kyla Lange Hart, in 1999 to specialize in strategic imagery, product design and positioning programs for Fortune 500 packaged goods companies.
Previously, she was Senior Vice President, Strategic Services at Wallace Church Associates, where she created a proprietary Brand Effervescence Visual Exploratory Process, based of her background in cultural anthropology, consumer trends, marketing, design, and independent study of the psychology of symbolism and color.
Toniq has successfully help to launch and reinvigorate brands in a wide range of industries, including consumer packaged goods, retail and professional services for Lycos, Kraft Foods, Gillette, Campbell's Soup, Kellogg's, Cadbury Schweppes, Ralph Lauren, Saks Fifth Avenue, Sears, Taylor Made Golf, and Godvia, to create or redefine brand personalities and visual positioning recommendations.
Cheryl started her career with futurist Faith Popcorn after graduating, in Anthropology and Sociology, from Skidmore College. She has traveled extensively studying cultures around the world, including Indonesia, Sri Lanka, Russia and Africa.
Cheryl Swanson
Toniq, NYC
www.toniq.com
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