played much a role on the roads, yet in four to five years,
the color is predicted to become more popular. Similarly,
white, silver, and gray will gradually wane in popularity at
the expense of more saturated colors like blues and browns.
“There are signs from automakers and consumers that the desire for more color on the roads is continuing. We will be tapping
into further color spaces, such as bronzes and emeralds,” says
Mark Gutjahr, head of design for BASF in Europe. “The continued high value assigned to the notion of ecology may now again
be signified by the color green.”
The topic of sustainability continues to be on the radar, attracting attention to not only the environment, but also the
everyday world. Finding novel ways to use materials, simplify
lifestyles and have a closer focus on daily experiences are the
main inspirations for this trend.
“The innovation that arises from this mindset nurtures a
stronger awareness for things great and small, which in turn raises
social responsibility,” said Czornij. “Colors are being developed
that evoke this sense of purpose, stretching the aforementioned
blue, green and browns into both strong and subtle tones.”
Modern communication technologies are triggering huge changes.
Setting the tone are phenomena such as the increasing “dematerial-
ization” of technology. In the future, technology will be less tangible
in a haptic sense, and instead will be increasingly more intuitive. For
example, smart phones use a touch display instead of a keypad.
Successful Strategies for Decision-Makers
CHEMARK
THE
CHEMARK
CONSULTING
GROUP
Core Competencies
Value Implications for CLIENTS
• Value Systems Analysis
• Customer Relationship
Management
• Market Integrity Assessment
• Position, Growth,
Competitive, Image Analysis
• New Business Development
• Market Research
• Strategy Business Assessment
& Planning
230 N.Bennett St., Ste. 3 • Southern Pines, NC 28387
910-692-2492 • E-mail: phillips@chemarkconsulting.net
Web Site: chemarkconsulting.net
Partner Offices: Dorking, ENG • Research Triangle Park, N • Detroit, MI
Chemark Consulting Group is
a 30-year-old management
consulting firm that
concentrates on tactical &
strategic activities surrounding
all industries pertaining to coat-
ings, adhesives, sealants,
resins, polymers and additives.
Since 1975, its global clients
include product formulators,
raw materials and application
equipment suppliers and
end-users.
COATINGS
ADHESIVES
SEALANTS
&
SPECIALTY
CHEMICALS
“We are observing new narrative and haptic qualities in many
areas. Heavy substances, striking surfaces and expressive mate-
rials such as wood and stone create a stronger emotional con-
nection to the world we live in. In the automotive world, this
means that we can expect more intensive colors and bolder ef-
fects,” said Corinna Sy, designer at BASF Coatings Europe. “The
new colors are expressive, but not blatant, like a good story.”
With dark berries, intensive browns and coppers, along with
radiant emeralds, BASF designers anticipate powerful color ex-
periences on the roads.
Carmakers are working and thinking globally. For this reason, BASF’s design team has a global presence, sounding out international trends without ignoring regional features or color
trends. In order to acknowledge the increasing significance of the
Chinese automotive industry, and specifically the local manufacturers, the designers have included special colors, such as various
shades of gold, in their trend collection.
The colors developed for China demonstrate the ability of
BASF’s Design Team to utilize its colorant tools and paint technology to span the range of bold blues to elegant browns, golds
and grays. This reflects to the local market and its evolution to
more interest in colors as an expression of self. The vivid hues
support these trends and are balanced with metallic effects that
bring increased prominence to this growing segment.
Eastern Coatings Show website up and running
The Eastern Coatings Show website—www.easterncoat-
ingsshow.com—is now up and running. Companies interested in
reserving booth space can select from three types of booths on the
floor plan, complete the exhibitor form and return it as directed.
Fifty-one booths are available for companies to display products and product information on a first come, first serve basis.
Booth inquiries have already been received from a number of
companies including some from England, Scotland and China,
according to show organizers.
The ECS, which will run from April 29 to May 2, 2013, will feature 40 presentations on topics ranging from nanotechnology to
marketing. The show will take place at the Taj Mahal Casino Resort
in Atlantic City, N.J., and is being hosted by the Metropolitan New
York Coatings Association, the Philadelphia Society for Coatings
Technology and the New England Society for Coatings Technology.
Attendees will have an afternoon for leisurely activities, which
will include a fishing expedition or a round of golf at the Seav-iew Country Club. The ECS will also feature a formal dinner
with a noted speaker on the last evening.
H.B. Fuller acquires Engent
H.B. Fuller Company has finalized the purchase of Engent, Inc.,
a provider of manufacturing, research and development services
to the electronics industry.
The Engent business adds state-of-the-art development capabilities, testing resources and technical support infrastructure. As
a global, adhesives solutions provider in the electronics market,
H.B. Fuller has now increased its market knowledge and qualification capabilities in a wide range of microelectronic assembly
16 | Coatings World
www.coatingsworld.com
October 2012
