Think pink is just a fad? Even if it is, the colours in the world around us affect our moods, our desires, and our choices. In the world of graphic arts, it is important to have a solid knowledge of current colour trends. Who decided that it would be suitable for all men to wear pink? Why is brown “the new black”? And how do these trends transcend fashion to become part of our graphic world?
There are various organizations devoted entirely to colours, believe it or not. Color Marketing Group is based in the United States. Each year, their 400 members go through a series of strategic workshops and decide on colours that are in or out. I touched base with Amy Larrabee of CMG, and asked her a few questions about how colour trends happen.
It turns out that everything from lipstick shades to kitchen appliances have their colours carefully analyzed before production. Manufacturers and marketers understand that consumers are driven by colours, as well as by their shades and combinations.
Staying up-to-date on trends is important in many industries, and this is particularly true in the field of graphic design. Looking through fashion and d’cor magazines will give you a good idea of current trends, as these industries are always a little ahead of others. Whether you are designing a logo, a magazine ad, a flyer or a brochure, colour sells! It sells your graphics, and, once approved by your client, it will sell their product or service.
If your time is limited and you’re not sure where to look to learn about upcoming and current trends, here are a few hints about stylish hues for the coming months and years (colours generally have at least a season of staying power and are considered trendy for another couple of years). For example, brown has been a hot colour for about a year and will be for another year, but the current trend is to earthy, subtle browns, rather than the rich chocolates of the previous season.
Here’s what the Color Marketing Group has to say about current trends:
“Green” rules! “Going green” is both figurative and literal. Look for softer, botanical greens inspired by nature.
Blues from Nature The color of the sky or the color of water, true blues from nature will be everywhere.
New Natural Neutrals The newest neutrals, especially medium to dark browns, are soul-satisfying. Beiges, browns and tans will be more earthy and grounded—reflecting the colors of rock and stone and soil.
Rich, Ethnic Accents Lighter, neutral settings will be punctuated by warmed-up accent colors from a rich mix of countries and cultures. Deep, rich ethnic reds and warm, glowing oranges are the “punch” colors for 2007.
When it comes to actual colours, purples are coming in with a vengeance. Purple will explode in 2007, or so the colour trendsetters forecast! Red is also a big colour for 2007, largely due to the fact that it is such an important colour in North America’s growing Latin and Asian communities. In Russia, red is considered to be a neutral! Our society’s search for relaxation and serenity will also draw us to pale blues this year.
Trends are important, but when working with logos, it is important to think about the future. After all, a company logo should be around for a long time. Trends like “brown and pink together” might come and go but corporate colours such as navy blue and burgundy have a lot more staying power.
According to the Color Marketing Group, “Environmentalism is the big push this year for trends: blues, greens, and neutrals are stemming from environmental cues.” How does CMG know? They hold international conferences twice a year, which bring together over four hundred colour experts who work out the coming trends and determine colour strategies. Economy, environment, and culture all affect colour popularity. According to a representative from CMG, when the economy is lagging you see more soothing colours, when the economy is doing well, the colours are brighter.
So, next time you are working on a graphic design project, think about why you are selecting the colours you are selecting—they should reflect your style, current trends, and the image you are trying to portray.
MPR Communication is a design and print company located in Lachine, Quebec. Jasmine Brooks is MPR’s Project Coordinator. E: jbrooks@mprcommunication.com