By Leslie Phillips
The design world has always been privy to the concepts of color theory. Designers understand the impacts that color can have on the human psyche. They can impact moods and spark memories and emotions. It is in a similar but inverse relationship that color trends can be directly influenced by the ‘spirit of the times’, or zeitgeist. This is the philosophy that internationally renowned color authority Pantone adheres to when they analyze color trends.
Every year, Pantone releases their highly anticipated color forecast. These colors aren’t randomly selected by laboratory technicians or company executives. These colors are chosen and inspired by traveling the world and by seeing and experiencing cultures and movements. There is a distinct reason that we can envision certain colors when revisiting historical time periods. When I think of the turbulent uprisings and energy of the 1960’s, for instance, I think of bold or psychedelic colors like tie dye patterns, poppy red, spring green, carrot orange, and rose pink. I think of the dramatic color shift of the somber, post-Vietnam era 1970’s to earthier, more organic hues: golden brown, taupe, burnt orange, and forest green.
This led me to wonder. How do colors correlate with our current socio-economic climate? What are consumers and designers alike responding to? This past year, we saw vibrant jewel tones mixed with bold organic colors. Colors as well as societal predilection in 2011 can best be described as electric (electric blue?). In the middle of a terrible recession, people are attracted to hues that have a propensity to lift spirits. From the ‘Arab Spring’ to the ‘Occupy’ movement, citizens worldwide are looking for a revolution. There is energy in the air, a resolve that hasn’t been seen in decades.
Pantone recently announced that 2011’s ‘Color of the Year’ is honeysuckle, a beautiful, bright reddish pink. Their official statement regarding their choice seems to be an acknowledgement of this historically momentous era.
“In times of stress, we need something to lift our spirits. Honeysuckle is a captivating, stimulating color that gets the adrenaline going – perfect to ward off the blues.”
In 2012/2013, we will see an extension of what we saw in 2011 – with the addition of neon colors and metallics making a strong presence. Vivid neon colors mixed with soft pastels are very popular. People are feeling themselves drawn to colors and color medleys that make bold, daring statements.
Leatrice Eiseman, executive director of the Pantone Color Institute notes, “[Consumers] have learned how color can help them alter a mood and provide the vitality and enthusiasm that enables them to experiment with new looks and color combinations.”
If the presence of colors like Neon Flamingo, Acid Lemon, Electric Blue, Shocking Pink, Tangerine Tango, and Solar Power Yellow in 2012 is any indication, we should brace for another interesting year.
Beautifully written and very insightful. I will pass this on to a couple of my friends who are currently opening and designing their stores.