As marketers are keenly aware, the roving consumer eye is notorious for seeking novelty. New color palettes used in unique, fresh combinations will get the consumer to pay attention.
There is an ebb and flow to colors—a cyclical pattern of intermittent popularity. Teal is "in," mauve is "out," brown is the new black. What brings a color into public awareness and makes it popular?
The Color Forecasters
Designers and forecasters are the visionaries; they are super-tuned to the current and future events that shape the public's taste.
While many color trends begin in the fashion world and are translated into print, web, and interior design, many trends are based on other factors such as socio-economic trends, world events, and cultural movements. Below is a quick guide to the players in the color forecasting game:
The Color Marketing Group (CMG) brings together 400+ color specialists each year to study socio-economic trends, consumer behavior, and shifts in the physical, cultural, and political environment. These studies result in a set of annual "color directives" that can be interpreted by designers.
The Color Association of the United States maintains a close connection with the New York fashion industry, and they offer in-depth information and guidance to designers in the consumer and interior markets.
The International Color Consortium promotes the use and adoption of open, vendor-neutral, cross-platform color management systems.
The Pantone Color Institute surveys the designers of New York Fashion Week to learn the season's most important color trends. These trends result in very specific PMS colors and tones that can be accessed by designers.
Adobe.com has a new online color tool that integrares into the design Suite CS3. For quick color inspiration, visit Adobe’s new online resource, “Kuler.” Color enthusiasts can view new color palettes and get ideas on color combinations. Design and marketing professionals who own Adobe products can subscribe to Kuler and receive extra benefits.
