environment and sustainability, hence the popularity of
natural materials, such as wood and the demand for environmentally acceptable processes,” explained Le Vin
Chin, a color trends specialist at Ciba Specialty
Chemicals and editor-in-chief of its color design website
www.xymara.com.
The debate on climate change and anxieties about
environmental issues, many of them stemming from global warming, is beginning to have a big effect on color
trends in automobiles and other key markets. “Ecology
has become the trendsetter of the future and in a number
of areas has brought about a complete shift in thinking,”
said Michaela Finkenzeller and Mark Gutjahr, BASF
Coatings’ color designers for Europe.
Green is almost being transformed into a staple color
used in almost every type of product, as well as in broad
areas such as architectural coatings. “Because the environment is now at the forefront of the consciousness of so
many people, green is becoming the new black in the
sense that it is being used as the base for a wide range of
shades,” said Kargalainen.
The scope of colors is being expanded through the
application of effect pigments based on metallic, pearles-cent and silica materials, often coated with titanium
dioxide and other oxides.
“There is a strong desire today for things that are novel
and different,” said Le Vin. “Effects play a very important
role as they can be used to add a wide variety of different
touches, including transparency, glitter, shine and shimmers, texturing, color travel and flop. They can be applied
as required, for example, in combinations or without
color.”
With the development of technologies for modifying the
optical properties of effect pigment materials, they are
now much more responsive to the current preferences of
specific groups of consumers.
“Glitter is, for example, regarded by some people as
being a sign of cheapness,” said one color analyst. “But
nanotechnology can help to reduce the size of the pigment particles so that they have a softer shine and more
of a mirror-like appearance.”
Effect pigments are also been used in greater quantities in decorative paints and on the surfaces of household
products. Consequently luminescent, fluorescent and
other effect coatings are now more common inside the
home.
In its latest report on color trends for the spring and
summer of this year Rohm and Haas predicts a revival of
glossy household surfaces with strong colors. “Yellow is
EUROPE
making a big fashion comeback in a bold and fluorescent
shade,” the report stated. “The new yellow is bright and
vibrant.”
The company believes that European consumers are
becoming much more knowledgeable about color. “This
makes them more confident about their choice of colors,”
said Edward Appleton, Rohm and Haas’ market research
and communications manager in Europe. “One of the reasons for this is that women have a greater influence on
the selection of colors not only for coatings and products
inside the home but also outside it, such as when purchasing a car.”
Another key factor is that color helps people demonstrate their individuality. “In our forecasts for the summer of 2009 we’re predicting that people will be wanting
even more color,” said Kargalainen. “That’s partly
because of a reaction against the current liking for blacks
and whites but also because colors enable people to
express themselves.” CW
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