Feb 04 2008
Forecasting Color
Researching color trends and forecasts: it may not be saving the world, but it is definitely making it a prettier place … and when people “feel” better, they may act better too!
After coming across the article, Social Trends Color Shade-Forecasting Business, last year, I did a little research about color forecasting. There is a small (but powerful) industry of people – color consultants – who actually study color all day long. These are the people who decide the IN colors – everything from household appliances and paint chips to vehicles and lingerie. Companies consult them to market their merchandise, and ultimately, they are the ones that determine what we will see on the clothing racks and store shelves… at least in the outer packaging.
Color card forecasts from years past (photo from CMG)
There is no doubt that colors elicit emotions, and I can see how marketers want to use this to their advantage to attract more consumers. On a subconcious level, I am sure it works. I try to stay away from most packaged goods in general, but I am not immune to the color marketing in my clothing and my craft supplies – most specifically yarn. I am not sure if the yarn companies employ these color forecasters, or if they just rely on their research data for upcoming trends, but it would be interesting to learn more on that subject…
The two main associations (in the USA) for these color consultants and forecasters are the Color Association and the Color Marketing Group, the group profiled in the above linked article. Their websites have different aims, the Color Association seems to be clearly interested in educating the general public about the history and importance of color first and foremost, while the Color Marketing Group is very focused on the business and marketing side of color. Naturally, I was drawn more toward the mission of the former group, and they have an interesting historical tidbit on their website:
Before 1915, it was the milliners, the US hat makers, who were responsible for setting color trends for the US textiles industry. Their judgments were based on the dyestuffs they got from Germany and fashion information received from Paris. After World War I cut off the means for continuing the milliners’ seasonal fashion color forecasts. the wool and silk companies, who were particularly dependent on this data to market their clothing, decided to act on their own. As a result, a committee representing the textile and allied industries, including silk, wool, thread, button, and garment manufacturers, was selected to choose colors for the following season, have them dyed and issued in the form of an American color card.
Their website also gives some great insight into how artistic and design movements used colors/color groups in their work. They cite the resurgence of Dali-esque surrealism in art and design, and share polls of people’s reactions to certain color combinations in vehicles. You can even learn more about the design movements and their related colors with their fun little trivia game.
The Color Marketing Group has some interesting facts and literature on their website too, and as stated before, it is much more for the business-minded. Of particular interest to me was their forecast trend for 2008 on “Looking ‘Green’”:
People want things they wear and things they use now to look “green,” no matter what color they are. In 2008, looking stylish means looking natural. Materials will look hand-made, un-dyed and unbleached. Products will look more like what they’re actually made of, with lots of texture and all the natural imperfections proudly showing through. Off-whites, sandy and linen-y colors, rock and soil colors, brownish-greens – the colors of nature are seriously fashionable now.
This is an interesting paragraph on many levels – I like the idea of using more natural colors and deriving inspiration from nature… These colors sooth my spirit, and I love the feel of drapey linens. HOWEVER, there is a big difference between “looking” green and “being” green. It is unsettling to me that since these colors and looks are projected to be popular this year, they are going to be hitting the racks and shelves en masse by companies who are hoping for a quick money fix rather than actual sustainability and environmental responsibility in their manufacturing process.
With all of this being said, I don’t know if this color forecasting makes that much of a difference to me – I can honestly say that I think I like all colors. Certain colors may complement my wardrobe and my complection better than others, but some may be a great look for a web design, or for a throw pillow in my living room. Some colors carry memories and emotions more than others, and they do have influence in our lives. Some colors sing a little louder in our ears than others do… and they all have their place.
Project Spectrum is a great opportunity to really explore the depth of color – every facet of these shades that we so often take for granted. In this month when Project Spectrum focuses on the FIRE element and the associated colors of red, orange, and pink, it is somewhat fitting to learn that we might be the trendsetters; the forecasters point to red as a new and upcoming color – they cite the upcoming Beijing Olympics as the cause, but it may have a little something to do with PS too 
Ah yes… I remember having to use these forecasts when I worked in the craft industry. We would have to try to get the new colors way in advance, so our knitters and crafters could get the items done ASAP (usually 6 mos in advance) for the magazines. And, of course, there was always a lot of jockeying with the manufacturers, because they wanted to offload last year’s stuff as the free sample yarn or sample beads for their projects. Considering that each project was subsidized by a manufacturer to include specific product, then advertised in the online magazine, it was somewhat maddening.
I am all about RED these days! In fact, my baby’s coming home outfit will be RED head to toe.
As always you educate and inspire!
I always turn my nose up (in a very fetching little wrinkle) when a new color shows up somewhere. I futz over it and then when it has in fact grown on me and I love it, that bad boy is headed for the passe parlor!
So it goes!
I’m ALL about the red!
It is really sick how corporate America will package ANYTHING to make a buck off it, the green niche marketing is a perfect example. Thanks for talking about this and warning people of the difference between perceived ‘greenness’ and sustainability!
When I worked in the textile industry we always used color forcasters. It was so inspiring to go to their presentations each season and get their little packets of color swatches – usually yarns. The first thing we would do when putting a line together would be to set the color palette. I remember some late nights getting those colors just right.
I wouldn’t be surprised if some of the bigger yarn companies didn’t use them. Certainly those that produce yarn for the apparel industry do.
WOW – there is so much work involved in all of it! I just buy what looks good on me (usually red) and put it with jeans and go on. Who knew all the hullabaloo?
Wow, very interesting–thanks for posting these links. The boyfriend and I have had quite a few discussions about “looking green” vs. “being green”–it being ultimately more damaging to buy up brand-new organic hemp yoga pants, even ones manufactured in a legitimately “green” and socially conscious way, than to get a pair of hideous non-organic cotton sweatpants at the Salvation Army, but who pays attention to that when it’s trendy to look green? Not that there aren’t upsides to the green movement becoming fashionable, of course, but it’s a little depressing.
Ha! Looking green. Gotta love marketers. What will they think of next. Sigh. Thanks for such a fascinating and informational and educational post. I learned so much. Now, can you do something about French Blue coming back in style for me? It’s one of my favorite colors for shirts. I’d be eternally grateful. : )
It’s really maddening to be manipulated in such a manner like this. Especially when one season most clothes you find are in colors that look awful on you.
Very interesting & educational! I’m more and more glad that I don’t have t.v.! Even that doesn’t make me immune. The whole “looking green” trend and “green” being in vogue is great and has it’s place and sometimes very good intentions, but it is a little disturbing – Any company can (and many do!) use this type of terminology to promote their products and it’s only if you start to dig a little deeper that you can make an educated decision.
I do love color – and I credit my knitting for opening my eyes & creating a real enjoyment of it! Textile crafts are so sensory in nature and all the different colors are an inherent part
Thanks – pondering all this was a great start to my day!
Wow! Thanks for this post, Lolly. I’m very intrigued by what you’ve shared here!
That’s really interesting. My flatmates and I were talking about ‘looking green’ vs. ‘being green’ and ‘healthy-looking food’ vs. ‘healthy food’ the other day. I shall point them towards your post here.
Colours are most inspirational indeed.
Hi Lolly,
I read your blog today about the color services. I’ve been in the fashion industry for most of my adult life. One of my favorite parts of the business has always been working with color.
The color services ultimately serve the consumer in an important way. The clothing companies use them and that is the reason that you are able to buy a brown tweed skirt from one company, a matching brown sweater from another company, and a pair of brown boots in the same shade from a third label.
The home furnishings companies use them so you are able to buy a print fabric sofa from one mfg, a solid throw rug to match from another mfg, and curtains from yet a third company.
Without the color forecasters the stores would be a free-for-all instead of clandestinely coordinated. The shopper would be limited in choices.
You just have to keep in mind this advice from my mother: Buy the whole outfit this season because next year they will all still offer brown but they will all change the shade.
This is a great post, and so timely! My current artist book project has an element dealing with color and its connotations for gender and consumerism. It centers around the idea of the swatch book, and the “choices” that represents—not to mention the fact that those “choices” are somewhat of an illusion, since there is always a limited palette available, one that is pre-selected by a small group of “experts.
So thank you for the resources—I think they’re going to help immensely in my work!
This is why I love your blog – always interesting and informative!
Unlike “A Reader” above, I don’t see this picking of palettes as a benefit to me. It only works if you happen to like what they happen to choose and if you don’t happen to enjoy mixing colors in unusual ways. In clothing, it’s often my experience that the garment industry uses shades of colors that I like that are unflattering to me. Why not a broader range of colors? Of course, you don’t make as much money that way if you’re the manufacturer. But perhaps smaller companies would do well to go their own way colorwise. I’d be happy to see some that did!
I painted my bedroom last fall in “sea-shades and sky-shades”. There are certain colors I want to use as accents in my room, particularly for a bedspread, but go check out the stores. All the colors for bedrooms are grayed or pastel. Looking for a clear, pure hue? Forget it unless it’s a primary color. I’ve opted for white and am wondering if the “fashion” will ever change on high.
Thanks for such an interesting, informative post, and I appreciate the comments too.
You always find such interesting things to post about. It sounds like, while the forecasters have some trends to draw from, their decisions are mostly arbitrary. Very interesting…
You comment on the paragraph about being green is very true. I bet many of the manufacturers are using the same pesticide-ridden cottons and chemical-based dyes to produce this “natural” look.
You hit the nail right on the head. There’s a huge difference between looking “green” and being “green.”
Great post, I learned a lot, thanks.
Yes, the products may “look green,” but will they be? Will they be washed gently with biodegradable soap, or will they be bleached and covered with chemicals? I guess, until the fashion industry is held accountible, we won’t know! I would like to know, though. Thanks for a look inside the industry!
I’m ready for a little red, winter has been very grey and brown.
Looking natural and earth friendly without really being so? Ugh, I hate that.
I’m excited about this new round of project spectrum!
This is really fascinating — thanks for sharing!
Imagine having that job? Wouldn’t we just decide PINK rules? hehe
[...] you to those that read my last post and took the time to leave your informational comments and thoughts on color forecasting and [...]
The whole ‘looks sustainable’ but doesn’t necessarily mean it IS sustainable reminds me of when they first introduced recycled paper. Remember when recycled paper actually LOOKED recycled?
When it goes through the recycling process, it really comes out looking like regular paper (unless it’s been printed on and then it has little black dots like fancy vanilla ice cream). To make it look recycled, the paper makers actually add all those little fibrey bits and unbleached what have you to give it that appearance. And adding that ‘homestyle extra pulp’ adds to the cost of the paper.
Silly isn’t it?
Ah yes, color trend services, a fun part of my job! I loved the little history lesson about the milliners. I actually did not know that is how the American color services started.
It’s also so true about “looking green” but not certainly being green. Our company actually looked into getting on the green bandwagan and trying to make a buck (I was more interested in making a difference). Anyhow, after doing a bit of research we decided to ditch the idea. One because it would be hard to us to market the goods at the price our customers want to pay. Two because the facilities (dyers, knitters, spinners) to make a truly green garment are very far and few between.
Unfortunately, if there is not a profit to be had, most companies will not spend all that money to either build new facilities or remodel their current ones – good for the environment or not. I just hope that this “trend” continues long enough for these factories to see that they can make a return on green wares or the government steps in and puts limits on the amount of damage they can do to the environment. Textiles can be so bad, so many chemicals!
This is such a fascinating topic – now I’m eager to read more about it color forecasting and. It’ll be interesting to look back at this time next year and see how the “forecasts” actually panned out.