The Wonderful World of Color
The big question still remains to be answered: What colors will be hot in 2008? While Brendenfoerder was not at liberty to divulge any specifics, he did offer some insight into the color families that should be watched: browns, reds and oranges; fusions of yellow, green and brown; greens, blue-greens, blues, purples and neutrals in the off-white world. “There has been an overall trend and desire in the marketplace for simplicity,” he said. “With that in mind, we should look for new special-effect whites and quieter blues and greens.”
Bredenfoerder further weighed in on yellows and the influence the 2008 summer Olympics will have on next year’s colors.
“Yellow gold has been making a return to the jewelry and tableware markets, along with earthier metals of coppers, bronzes, gunmetal, warm silvers and more complex tinted silvers—a warmer metallic trend overall,” he said. “Along with that, the yellow family is a sleeper to be watched.”
He continued: “As the world meets in Bejing in 2008, look for traditional Chinese red, jade and tea greens, as well as Chinese yellow and the blue/white combinations seen on Chinese porcelains.”
Of the challenges the organization faces, Bredenfoerder admitted CMG’s democratic business structure is the source of much of its woes. “Everyone has an opinion about color—our clients and our associates,” he confided. “In the marketplace, the only opinion that really matters is the consumer’s. Our job is to read the influences and how they will play out in the consumer’s mind. The biggest challenge is convincing our clients and colleagues that there really is a process behind color direction forecasting.”
To keep pace with the rapidly changing nature of the color business, Bredenfoerder said CMG “constantly monitors the major influences” in addition to incorporating a daily online platform for its members to exchange ideas.