color me happy!
colors lighten up
by tom wright, neenah paper

Graphic design depends on a strange version of the famous theory of trickle-down economics – one that works. According to the traditional model, money earned by entrepreneurs and their businesses "trickles down" into jobs and, hence, financial benefits for all Americans. In graphic design the theory dictates that events in other areas - like fashion, beauty or the business world, and even the global consumer "mood" - drive some of the colors graphic designers embrace. Let's look at few of the important "trickle down" events that may influence the use of color in your work.

We're Lightening Up

The economic numbers have been climbing cautiously, and we are learning to live in an unpredictable world. In 2003 earth tones and deeper colors dominated, a reflection of our dark mood. Today our outlook is more optimistic, our confidence is rebuilding, and we are seeing vibrant accent colors that reflect this upbeat attitude. Perhaps its isn't surprising at this time of year, but the change in tone is noteworthy. Colors are overall becoming clearer, bolder and brighter. For example, "think pink," including shades of bubblegum or cotton candy, is replacing antique-looking shades such as tea rose.

Luxe But Liveable

This trend, borrowed from the fashion industry, is transforming standard silver and gold into more luminescent versions that have a subtle shimmer, and bringing to the fore colors that play with light to create a fluidity and movement and other shades that look rich but not ostentatious. Various unique metallic inks, pearlescents, foils and other techniques for uncoated papers can provide an excellent way to create a luxurious state of mind in your work.

Everybody's Gone Surfin'

The Internet has created more knowledgeable consumers, who by surfing the web have become increasingly aware of trends in America and abroad. Globalization has thus resulted in a rich and "new-to-you" color palette that reflects cultural diversity. In addition, as more individuals move to the web for online purchases, manufacturers have taken note that the colors visible on a computer monitor are the colors they need to show in their products.

Kindness to Mother Nature

Nature will also be an influence on this year's color palette. It's reflective of another trend that is currently on the upswing among businesses: recycling. American businesses leaders have latched onto an environmental trend and are going green in record numbers. But the greens tied to this movement tend to have unique twist, from adding undertones of softening yellow to intensifying saturated greens with a touch of blue. With this movement has come an increased yen for all things natural, thus also bringing up the overall popularity of natural shades such as stone and vanilla.

Plenty of other trends and industries will trickle down their own influence on the colors you use. Keep connected to the worlds of science and technology, and entertainment and cultural changes, to generate your ideas.

Tom Wright is the director of strategic advertising at Neenah Paper, the leading manufacturer of premium uncoated writing, text and cover papers marketed under the Classic, Environment, Neenah, UV/Ultra II and other fine brand names. Established in 1873, Neenah Paper is a sector of Kimberly-Clark Corporation. For more information, visit its website at www.neenahpaper.com.