trend watch: inspiring innovation through color
TRANSCRIPT
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
