Forecasted Colors Connect Consumers with Products
Traci Kloos, Director – Design / Customer Experience, Tarkett
With more than 30 color design professionals, the Cleveland, Ohio, Super 2-day ChromaZone®, had many beautiful colors that did not make the cut to the final 16 in the color forecasting palette.
April 24thand 25th marked the second annual 2-day ChromaZone color forecasting event for Cleveland. This year’s workshop was hosted by Tarkett at their North American Headquarters in Solon, OH. In attendance was a large, diverse group of participants with companies ranging from cabinetry to flooring, and plastics to paint.
Our keynote speaker Kristie Oldham, design and trend director at Richardson Design, spoke about the importance of knowing your client’s “story.” She provided helpful insights on how storytelling can be translated throughout the design process. Kristie also touched upon how important it was to tell the complete history and “stories” to the end users. “This makes them feel more connected to the final product.” — Kristie Oldham
Four color trend highlights rose to the surface as the color forecasting workshop progressed:
- The trend stories drove the palette of colors that were selected. The colors were as diverse as the trend stories themselves.
- The colors selected for the final Cleveland palette were more complex than seen in years past. Almost chameleon-like in nature, the colors walked the line between multiple hues not selecting one of another.
- Sheen and specialty finishes were an important topic of discussion at the Cleveland workshop.
- Everybody identified that technology is playing a pivotal role in +2020 forecast palette.
“It is great to get trend information handed to you, however, it is so much more impactful to understand where the trends are coming from.It makes it easier to relate the colors back to our business.” — Ingrid Salas – Midwest Key Account Manager, EMD Performance Materials
Even with a 2-day Super ChromaZone® workshop there never seems to be enough hours to finalize our engaging macro trend discussions. We split up into groups to add additional detail to our trend stories. Although there is never enough space in the final color forecasting report to include all the insights gathered in our team discussions, it underlined the importance of being present at the ChromaZone® to make the most out of your CMG membership and color forecasting information.
“This has been a wonderful experience! I will definitely be back!” — Connie Ozan – Founder & Chief Design Officer, TWIST Creative Inc.
ABOUT COLOR MARKETING GROUP®
Color Marketing Group®, founded in 1962, is a not-for-profit international association of color design experts who forecast color directions and is a forum for the exchange of all aspects of color. Members represent a broad spectrum of designers, marketers, color scientists, consultants, educators, and artists. Color forecasting events are held throughout the world and the results from these events become part of the global World Color Forecast™ revealed at the annual International Summit.