Coatings World - May 2014

Color Trends
May 2014 www.coatingsworld.com Coatings World | 31

standard beige anymore. They love the blue-grays and the aquas with more blue that are restful, spa-like. Whereas Generation Y prefer the discordant colors – colors that don’t naturally go together, like an orange-red with a dark blue.

The 2014 colors have palettes that represent where we see the society vibe – a need to take pause, slow down as well as to refresh. Refreshed thinking is driving customers to unwind from their stressful lives and seek colors that emphasize enlightenment. Incorporating colors that illustrate hopefulness in society, such as Turning Oakleaf (ATC- 38), can transfuse a room with brilliant energy. Turning Oakleaf is one of 25 featured colors presented in Pause & Refresh, a collection of ;ve new color palettes showcasing this year’s color trends for THE VOICE OF COLOR program.

Customers have moved away from the muted hues in;uenced by economic factors in recent years. Turning Oakleaf, which is soft enough to be a neutral but bright enough to generate a sunshine-like energy, represents a trend toward warmth in harmonious living, deep appreciation for the surrounding natural elements and a thorough understanding of enlightened phi-losophies. We are experiencing the popularity of the soft yellow shade across all markets, such as home décor, automotive and electronics, making it a clear Color of the Year selection.

In residential, with today’s 24-hour connectivity and on-the-go lifestyle becoming more and more common, customers are transforming their living spaces into comfortable retreats with colors that represent how individuals perceive their ideal form of relaxation. For some, the back-to-basics feel that captures an earthy, primitive and organic reference is the natural in;uence needed to pause from today’s technologically-driven lifestyle. For others, bold, dynamic colors mixed with artisan patterns, shapes and prints generate an atmosphere that is lively, vibrant and creatively energizing.

The Refresh palettes are all about starting over – removing anything dark, heavy or cluttering and beginning with a clean slate. It’s about lightness, optimism and freshness in your surroundings. The colors are a refreshing mix of subtle neutrals and delicate pastels. Another palette that is all about refreshing your surroundings is Mosaic which is brighter, expressive colors with a mix of patterns and prints to create a dynamic color that is absolutely noticed. We see Gen Y embracing this palette.

The “Pause” color palettes include a New Spirit which is a story of ease, nature, thoughtfulness and respect for our earth. It includes primitive patterns and raw colors that draw on sun-faded hues, landscapes and natural environments. Exposed brick paired with natural wood and a soft, creamy yellow on the wall complete this picture of the perfect setting for this customer. At the end of 2012, people around the globe waited with baited breath to see if the Mayan prophecies would come true and end the earth as we know it. As those who studied the Mayan history more deeply predicted, our world would not end.

The prophecy actually represented a new era of awareness and
heightened collective consciousness. The New Spirit story is all
about stopping to re;ect what’s behind us, what’s important,
what to let go of and what to hold dear. The colors are from
the earth and ;nd a connection to us through our basic knowl-
edge of the natural elements that surround us. We see this in
restaurants with greenhouse seating, of;ces and public buildings
that bring the outside in, and showcasing vertical landscaping
on the outside of buildings.

Magni;gence color trend for 2014 is a theme born out of play on two words: magni;cent and elegance. As consumers ease away from the recession years even more, products and space that play up embellishment and glamor begin to regain interest – especially in hotels and retail spaces. We see a drama and vibrance that breathes new life into heritage-heavy styling. Jewel tones that emphasize opulence and energy with dramatic darks that speak to the ;are and savvy vitality of a consumer group who respects the hallmarks of history but doesn’t feel de;ned by it.

Our ;nal color story for 2014 is Theorem which is all about colors and designs that create silence and space, and for a consumer that values order, organization, clean lines and clutter free spaces. We know how our world creates this state of permanent agitation – always being interrupted by an email, phone call, text alert or Facebook update. There is a lot of clutter and this story is all about creating the space and minimal design and colors that allow for this feeling that a deep breath brings. Excess details are discouraged in favor of simplicity. Calculation and precision are essential to this consumer, born out of a craving for less fussed living, ease of use and a perceived sense of control. The colors are middle-toned grays, deep, ocean blues, softened oranges.

Every year, we uncover these trends and their stories through an annual workshop at PPG with our global color stylists from eight countries in all of our business units – automotive, aerospace, architectural, consumer products. What is great about these forums is that the give and take of our customer’s expertise blended with ours gives us this unique opportunity to discuss trends in a meaningful way. We read the color and runway forecast reports and the research, ;lter the societal in;uences and then our own personal experience with our customers in each of their markets to develop a trends book and one-hour presentation that encompasses all business units and geographies. This book not only showcases the global color trends, but tells you the why behind these colors and stories. It is that message that becomes a powerful message to our customers on why these colors will impact purchase decisions and designs for everything from hotels to tablets to cars to kitchens. With this base of color expertise and knowledge, we are also able to complete specialized reports for our customers. Just a year ago, we were asked to do a color research presentation for the best colors to use in a correctional facility and a sports arena. Two different palettes, but the core trends program and experts that we have in place allow us to give our customers more than just product. We always talk about selling color as a product - treat it like a product - because it really is one that can differentiate.

I am lucky enough to be working for PPG who is in a unique position as a color leader in multiple markets to observe and translate emerging global color trends – from consumer goods to automotive color, from residential to commercial to industrial design to offer our customer base the best color offerings for all their products.