Color Trends in 2009
Color Trend Influencers: The Economy, The Environment, and Globalism
Humans are visually oriented creatures, and the choice of color can be one of the most significant marketing decisions you make.
Some of the most insightful commentary on color and its influences can be found on the Sherwin-Williams website, which examines the influences creating this year’s sophisticated palette. The color experts at Sherwin-Williams have identified three major influences on color preferences.
How The Economy Impacts Color Preferences
The challenging economy has had a tremendous impact on the way products are now marketed, and color is not immune from that influence. In economic downturns, people prefer more muted and conservative colors. Gray is a serious color and will be seen on job-seekers and in office environments seeking to convey stability and credibility in these uncertain times.
The trick to making neutrals work is to keep them warm and sophisticated, not chilly or boring.
“Color has been so bold and saturated for the past few years that we’ve been overwhelmed,” says Jackie Jordan, director of color marketing at Sherwin-Williams. “We’re looking for a change, something more relaxing.” Just as people are cutting back on their purchases, they are also toning down their color choices.
Going Green Impacts Color Choices
The environmental movement has had a tremendous impact on color, design, and packaging. All tones of green are popular. Other influences on popular color palettes include people’s interests in purchasing environmentally friendly products and locally grown produce, which skew preferences to natural dyes and hues found in nature (such as fruits, plants, and shells).
Exploring A World of Color (Literally!)
According to the color experts at Sherwin-Williams, our increasing familiarity with countries around the globe also impact our color preferences. The increased interest in and accessibility of travel to foreign destinations, Internet innovations, and expanded international broadcasts and coverage of world events, such as the Olympics in Beijing and World Cup, soccer have expanded consumers’ horizons, as well as their color preferences. This new global awareness has created a demand for palettes commonly associated with Russia, Asia, and Latin America.