“80% of human experience is filtered through the eye.” – Leatrice Eisman, Pantone Institute

I just returned from the 2007 HOW Design Conference in Atlanta, GA and came back armed with a wealth of information. There were a number of inspiring and insightful sessions, which I’ll blog about in upcoming posts, but my favorite session had to be the one on color trends.

Usually TVG discusses social and consumer trends. Interestingly, those trends are directly related to color trends. Take a look through any consumer catalog or walk through the mall and you can probably spot color trends. No doubt you’ve noticed that browns have surfaced in the last few years. From rich espresso colors to lighter latte shades, browns have never been so popular. The Pantone Institute, the universal authority on color, refers to this as “The Starbucks Effect.” Suddenly, as new Starbucks stores appeared on every street corner, our familiarity with the brown color family expanded and permeated our lives. I must admit, even my new furniture purchase is “espresso.”

Much like GfK, The Pantone Institute conducts continual research about color trends and color associations. Some of their newest findings indicate that social movements and the food industry are affecting color trends. For instance, the PRODUCT(RED) campaign to produce red colored items and raise money to combat AIDS in Africa had ushered in a rich red color palette that is common right now. In addition, there is a movement to change the color of emergency response vehicles from red to yellow-green because red turns a muddy brown at night and is hard to see.

Another movement to note is the sustainability movement. We’ve all heard that environmental issues are going to be a hot button for the 2008 elections. That movement has sparked a rebirth of yellow greens, greens and blues. Marketers are now faced with the question of whether they should stay with greens in their color palettes or mix it up to stand apart from the competition.

We can also look to more traditional sources for color trend information. The movie industry is one of the best indicators of color trends. Shrek brought lime greens to the forefront and (animal-themed) movies such as Madagascar, Surf’s Up, and Over the Hedge are beginning to influence products for children. The tones of various animals are influencing product development and parents are flocking to natural tones because of the implication that the products are “natural” and good for their children.

As we look at the changing demographics of the country, there will also be implications on color palettes and design. As the baby boomer generation ages, we need to take into account the physical challenges that come with age. The cool colors – blues, greens and purples – become hard to distinguish when used together without some sort of neutral color breaking up the space. Using a “buffer” color of beige, off white or taupe can help the viewer visually distinguish and take in the information more easily.

Finally, I end with a warning. For anyone who went through the 1980s, you remember “mauve.” Well, it is coming back in style this fall, so expect to see it all over the runways and in promotional materials. I suppose I feel now the way my parents did when the harvest gold and avocado greens came back in style – utter disbelief.

Contact us at tvg@vandivergroup.com or send comments to blog@vandivergroup.com.