trend watch: inspiring innovation through color

Trend WaTch: InspIrIng InnovatIon though Color

Founded in 1915, the Color association of the united states creates and delivers global color intelligence across industries.

we continue to rely on carefully selected thought leaders in the areas of fashion, accessories, product, and interior design to work with us on our current lineup of Women’s, Men’s, Youth, and Interiors/Environmental forecasts. this combination of cutting-edge trend insight and realistic market knowledge is invaluable in keeping our forecasts relevant for designers, marketers, and product developers.

at Caus, we offer not just the “what”, but the “why” of color trend forecasts with supportive information that substantiate and detail the rationale, trends, and influences behind each color selection.

CAUS 1915 Color Standards 1943 CAUS US Army Specification 2013 S/S CAUS Beauty Forecast

InspIrED

FounDED

Brand growth Management uniquely synergizes all branding, strategy, business, and operational activities under one roof to add value, increase equity, guide responsible decision making, and deliver real results. We partner with business leaders and entrepreneurs to envision and create opportunities, stake out space, chart strategic pathways, and enact bold change.

adVISe. deVeLOP. ManaGe.

plaYs a rolE In EvErY aspECt oF our lIvEs

Is a suBlIMInallY pErsuasIvE DEsIgn tool

Is EMotIonal, vIsCEral, pErsonal anD sYMBolIC

Color Matters global Color survey results

cOLOr and MeanInG

happy least favorite color nauseagood luck

expensive

inexpensivedeitypure

dependablefavorite color

dignity

mourningbad luck

high quality

sexinesspowerful

good tastinghigh tech

cOLOr cOGnITIOn

What color is associated with...

What color is NOT associated with...

73%

24%

60%

40%

67%

24%

54% 56%54%

20%

97%88% 87%

97% 96%88%

95% 97% 97% 95%

rED orangE YElloW grEEn BluE purplE BlaCK WhItE graY BroWn

boredom grief boredom rage disgust terror optimism joy rage ecstasy

rED orangE YElloW grEEn BluE purplE BlaCK WhItE graY BroWn

rage optimism optimism serenity serenity joy grief serenity boredom boredom

• Hierarchy of human visual perception: color, shape, numbers, words

• Consumers make initial judgements about a product within 90 seconds of their first interaction

• 62-90% of initial consumer judgements are based on color alone

• Increases brand recognition by up to 80%

• Improves readership as much as 40%

• Up to 85% of the reason to buy can be color based

Why cOLOr MaTTerS

cOLOr can

revitalize brand or product break or make sales

be a status symbol turn commodity into innovation

InSPIrInG InnOVaTIOn

Politics

Global EconomiesCurrent affairs

Culture

socio-Economic trends

Art

Science Values

technology

Buying Patterns

Lifestyle ChoicesUrban

suburban

Customer profiles

Demographics

global

Impulses

psychographics

Domestic

Expectations

nOW neXT FUTUre

BeaUTy FaLL/WInTer 2013-14

InSPIraTIOn

FarM STand

BLUE POTATO

ENDIVE

KALE

AUBERGINE

RHUBARB

GaLacTIc

AURORA

BOREALIS

FACETED

MERCURIAL

ECLIPSE

TranSParenT

MARIBOU

INCANDESCENT

OPTIC GLOW

SEA GLASS

WINE STAIN

neW TraLS

SMACK

SMUDGE

TARNISHED

ON THE FENCE

WINTER WHITE

BLUE POTATO

ENDIVE

KALE

AUBERGINE

RHUBARB

BLUE POTATO

ENDIVE

KALE

AUBERGINE

RHUBARB

BLUE POTATO

ENDIVE

KALE

AUBERGINE

RHUBARB

MARIBOU

INCANDESCENT

OPTIC GLOW

SEA GLASS

WINE STAIN

AURORA

BOREALIS

FACETED

MERCURIAL

ECLIPSE

08 SEYLONTop: Fresh Yuzu, Bitter Orange, BergamotMiddle: Spicy Nutmeg, Resinous Elemi, WormwoodBottom: Warm Benzoin, Damp Oakmoss, Calming Vetiver

09 POSALATop: Deep Purple Cassis, Pink Pepper, Herbaceous CorianderMiddle: Black Iris, Violet Leaf Absolute, Garden HeliotropeBottom: Wild Orris Root, Earthy Vetiver, White Musk

10 ROAMTop: Bittersweet Saffron, Pepper LeafMiddle: Ginger Lily, Wild Coffee FlowerBottom: Coconut Milk, Ebony Wood, Incense Resin

MARIBOU

INCANDESCENT

OPTIC GLOW

SEA GLASS

WINE STAIN

If it's the right color, it sells, and if it's the wrong color it's inventory.- Charles Smith

leslie harringtonleslie@colorassociation.com

cOnTacTS

kelly kovackkelly@brandgm.com