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neenah

Logolounge the 2011 report

Brown

Every year we see color preferences ebb and flow, and if notable enough, we will mention this in the also-ran section at the end of the report. This year, with full apologies to UPS, designers discovered what brown could do for them. This was an abrupt and more universal movement, which warrants its appearance in the trend section.

It's as if the volume knob had been pegged on black for maximum contrast for the last two decades, and we suddenly discovered it could be turned down and consumers could still hear us. This movement is about subtleties and is indicative of a new generation. Tone ranges from sepias, to chocolates, and even warmer.

Saturation levels of secondary colors have dropped back as well. Pinks always work well with brown, but other colors are being paired up here as well. Generally, these are clean colors that have had their chroma drained by half.

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