SERENITY AND A FRESH START

According to Melanie Wood, a former CMG president and one of the countryís leading color experts, the current socioeconomic environment is a powerful force in color forecasting. She observes that "global turmoil is definitely the driving factor in color direction at this time. Todayís consumer wants to feel safe and tranquil in an otherwise crazy world. We want our homes to be a haven for serenity and de-stressing. The cool, spa-like shades of blue and blue-green are particularly important at this time and moving forward. Spiritual purples also continue to be significant and are softening to lilacs. On the warmer side, natural greens and neutral yellows are fresh and signify a new beginning. We want to get the war behind us, start anew and have fun again. Colors that refresh and rejuvenate will lead the way, with innocent tones of pink and peach giving us a sense of freshness and a promise of tomorrow."

"Of course, the sluggish economy has an effect on how we perceive color as well. We see the palette shifting to mid-toned values that are classic and somewhat safe. The neon brights are too jolting and energetic for us at this time, but we still want to have fun again. Basically, consumers desire comfort, stability and security, but optimistically yearn for signals of brighter times to come. They recognize that they have an emotional response to color and want to be surrounded by colors that make them feel good."

UNDERSTANDING
HUMAN RESPONSE
We asked Barry Ridge, CMG's respected vice president of strategic planning, for his views about the relationship between graphic design and color. "Color and graphic design touch so many people in so many ways, it truly is a great indicator of consumer acceptability. Packaging, direct mail, newsstand publications and, of course, the internet are all reflections of what is going on 'out in the world.' Graphic designers are fortunate to have a fairly wide-open, free reign to choose colors for their projects. Having an understanding of human response to certain colors is a big factor in the successful communication of the particular message being sent. Color Marketing Group helps give perspective on this huge, evolving world. Branding a mortgage company with a pink and purple color scheme would not send a message of a solid, wise investment company. Pink and purple certainly have their place in the communications world. Using them appropriately is the trick.

"It is ironic that, throughout the 90's, the graphics industry worked so hard to perfect the reproduction process within the digital world that it is now being taken for granted. Four color process is everywhere, available to everyone. It seems as if everyone has their hands in our work to some degree: 'Why can't you use those jpegs for the brochure?' 'Just get a stock photo off the web.' The game has changed: short run 1:1 variable data, surgical strike target marketing, gang run jpeg rastered images. Are graphic designers from the 'old school' the only ones who care about crisp type and color corrected flesh tones?

"Trends in color seem to be going bright and loud as a way to grab attention. Color in use for hard products, consumer goods and packaging is alive and well. Special effects and finishes are everywhere, as manufacturers fight for the attention of an increasingly fickle consumer. As products become sleeker and smoother, designers are drawn to more primitive, raw influences to get inspiration. Tribal dancers and third world processes of production were some of the things being discussed at the Florida meeting. Along with the economy, uncertainty, fear, etc."