HOW PACE AND POLITICS ARE INFLUENCING COLOUR TRENDS
In just a decade the biggest driver of colour trends for branding and packaging has moved from fashion to social media, according to UK designers, with technology predicted to become the biggest influence by 2030. James Cropper spoke to 500 designers about what’s driving colour trends.
The specialist papermaker and colour expert James Cropper spoke to 500 designers about what’s driving colour trends in the modern context. Here are six themes that came out as crucial for the future of colour. Mark Starrs, Master Colour Blender at James Cropper says “Palettes are now progressive, political, environmental, and as ever, personal.” James Cropper’s PROGRESSIVE PALETTES REPORT will be free and released in full at the LuxePack Monaco event in October 2019, as well as being available to pre-order here from May 2019. It will include insights from leading peers, customers and industry experts across a range of topics exploring the modern context of colour.
For 80% of designers, sustainability is having an impact on colour trends. It’s therefore no surprise that the plastic crisis is the thing that resonates the most amongst designers (73%). Sustainability goals was a key consideration for three quarters (76%) of creatives when it comes to choosing colour, and a fifth (20%) predict that in the next ten years the impact of sustainability on colour trends will grow.
The impact of ecommerce
Just under two in five designers (38%) agree that colour is key to creating a brilliant customer experience with online purchases, believing that the packaging replaces the in-store purchasing experience.
A third of designers (35%) agree that the need to take cultural influences into account means that brands are moving towards a palette of colours to allow for more fluidity. A third (33%) also agree that colour consistency across markets matters more for luxury brands than for high street brands. Whilst the majority confirm (79%) that achieving colour consistency across regions greatly affects the design process.
On average, 34% of briefs that designers receive include the requirement for the design to be ‘Instagram-able’, citing characteristics of this to be about colours that stand out, are trend setting, distinctive, bright, bold and consistent with branding.
Colour and storytelling
Almost half (44%) of designers agree that colour is essential to effective storytelling, and that effective storytelling requires more than just one colour. Perhaps indicating a trend away from a set palette, a third (36%) of designers agree that new brands are much less tied to set colours, instead favouring brand stories.
Colour in a digital world
Almost half (45%) of designers agree the digital world has allowed brands to play with colour, mix things up and tailor brand experiences for particular markets or sectors, opening up a world of opportunity because things can be so easily changed (43%).