August 2024 Color Alert®
Equity from Asia Pacific
Be Aware from Latin America
Decisive from North America
Tierra Caliente from Europe
Passion • Strength • Unity • Action • Determined
Equity, Be Aware, Decisive & Tierra Caliente
All the world is a stage, and it’s painted RED!
With so much global fracturing, there is hope in a show of colour unity! With minimal variations, red is appearing around the world and across almost all product categories. Having been discerned during international Color Marketing Group meetings in 2022, to emerge in 2024, these reds are adding their heat to everything from fashion to home to action/recreation, and automotive.
In Asia Pacific, the hue Equity is seen as a symbol of female empowerment. In North America, Decisive continues to be a colour of action and activism. For Europe, Tierra Caliente is a pure red, all about confidence and determination. And in Latin America, the powerful red of Be Aware is inspired by the heartbeat of humanity and the blood coursing through the body.
These are reds about the human condition, some more personal, some on a grander scale, but all with a sense of movement and energy. They will be found in high-gloss finishes, to make the colours’ effect even more intense, and in matte finishes, for a romanticized yet still powerful colour.
In fashion they cross all genders and ages and appear in everything from woven cotton and silk garments to knitwear, clothing, footwear and accessories. In home, they will accent tableware, cookware, accent furnishings and wall coatings. Of course, red is a staple for sports cars, but may also add a red-hot dash to city cars and SUVs. No matter where it is appearing, red is the colour for anything and everything.
The origins may be regionally diverse, but some qualities for these reds hold constant. The colour is passionate and unstoppable, and is taking on the world.
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