WHAT COLORS WILL CONSUMERS BE BUYING IN 1998?

Furniture World Magazine

While the average consumer today may be choosing what color toothbrush, wastebasket or automobile they want to buy, the members of Color Marketing Group (CMG) have already forecast what colors those products will be in 1998. CMG is an association of 1,500 Color Designers who forecast colors for all manufactured products. Where is color heading for 1998? CMG members have identified three major directions in which color is moving. According to Susan Iverson, CMG1 Fingerhut Companies, Inc., Minnetonka, MN, co-chairman of CMG's Consumer Color Directions Committee, "The first direction is reminiscent of '70s colors, but with '90s updates, such as new combinations of colors or new materials." According to Michelle Lamb, CMG, Marketing Directions, Inc., Minneapolis, MN, Iverson's co-chair, a second direction focuses on a new interest in whiter and brighter hues that are softened for a more livable personality. "The hues may be softened by using texture, by washing down a color or by using a color to accent. These hues will be most apparent in 1998 in home furnishing products." "Concurrently," adds Iverson, "the third direction reflects an interest in brighter, more saturated colors that may sometimes find themselves, veiled, as though looking at the color through a diffused filter." The 1998 Consumer Color Directions palette includes the 12 colors listed below, which are forecast to appear in the market in 1998: Limone: Citron in a livable version, Limone is a response to the influence of green on yellow and is inspired by Europe's strong move into the acid greens. Salmon Mousse: Softened, lightened and veiled, this is a new sheer direction for orange. Creole Spice: Representing a vast range of terra cotta and spice tones that are forecast for the transportation industry, this color is a mineral copper reflecting an additional influence of orange. Raging Cajun: An earthy red with the influence of both orange and brown. Apache: A fusion of reds and oranges. Antique Bear: A true golden brown. Ice Berg Blue: A cool, light blue, this color will be seen in a matte finish and in a metallic that adds a reflective touch to the color. da Blues: A blue with only a hint of purple and a touch of gray. Green Bayou: This color highlights the influence of blue on green. Mint Circle: After exploring the yellow side of deeper greens, this green cycles back to a lighter, bluer personality. Fortune Teller: To be used as a neural, this deepened, metallic hue looks into the future of gray and silver. Macabre: Plum overtones carry this black into the neutrals. These Forecast Colors are part of CMG's 1998 Consumer Color Directions palette, which was developed using CMG's May 1996 International Conference held in New Orleans, LA. Over 650 CMG members from around the work attended. In formulating the 1998 palette, CMG members draw on their own color experience, but at the same time, look at trends they see in consumer behavior and in economic and political climates. Some of the themes and influences that CMG members at the Conference saw affecting the direction on color are: · Special effects, such as metallic, pearlescent and veiled; · A new interest in femininity; · A desire for more optimistic color as we approach the millennium; More adventurous use of color. Color Marketing Group, founded in 1962 and based in Alexandria, VA, is an international, not-for profit association of 1,500 Color Designers. CMG members forecast Color Directions one to three years in advance for all industries, manufactured products and services. These Consumer and Contract/Commercial Products include: Residential, Transportation, Architectural/Building, Communications/Graphics, Fashion, Recreational, and environments for Retail, Hospitality, Office and Health Care. Color Designers are professionals who enhance the function, saleability and/or quality of a product through their knowledge and appropriate application of color. For more information, see the November 1997 issue of FURNITURE WORLD MAGAZINE or call 703/329-8500 or write: Color Marketing Group, 5904 Richmond Highway, Suite 408, Alexandria, VA 22303 USA. E-mail link: cmg@colormarketing.org