Color Forecasting
Has anyone ever heard of the Color Marketing Group? This is a non-profit group of color professionals from every industry. They meet twice a year to validate previous forecasts, to discuss new introductions of color that will be committed to products in the next 12-18 months, and to consider directions a hue might take in the next 18-36 months.
These industries could vary from cars, to kitchen appliances, to apparel, to technology, and to the home inside and out.
Now your first thought might be this is a way to control the colors we as consumers have as choices. Not exactly. It is a way for the industries to coordinate their color directions, not control, so that the consumer will have the ability to coordinate his/her selections. Color forecasting is not about the specific hue, but instead it is about the direction a specific hue might be taking – is it getting lighter or darker, is it cleaner or grayer, is it warmer or cooler.
It used to be that the apparel market would start a color direction, the flooring industry would pick it up, maybe some years later the kitchen market would color coordinate with the flooring industry, and then the fabrics for window treatments and upholstery would finally get involved. As you can image, it was difficult for the consumer to plan for their interior coordination.
Now, the apparel industry still takes the lead, but due to the color marketing group, the housing fashion industry is close behind. You can now buy carpet in a color that will coordinate with your window treatments, kitchen appliances, and accessories all in one season.
If the consumers don’t like the direction colors are moving, then can just hold on to their checkbooks and debit cards. Then the manufacturers will not validate a color trend and they will move into a new direction.
According to most industry information, over 60% of consumer buying decisions are primarily influenced by color. Color speaks to our emotions. In my line of business, I am not surprised.
Remember, there are no new colors, since we find them all in nature, just refreshed colors with new names!
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