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Clariant publishes Color & Trend 2014 forecasting guide
Feb '13
Clariant, a world leader in specialty chemicals, has published its ColorForward color and trend forecasting guide for 2014. Designed specifically for the plastics industry by Clariant’s ColorWorks, ColorForward uses the language of color to express the trends that will attract people's attention and pave the hue palette for 2014.

Fresh palettes inspire designers and brand managers with marketing insight for 2014

Color delights the eye. Color differentiates. Color adds value. Color identifies form and function. As a tool that communicates emotions and stories, color has the power to transcend and translate cultural, political, religious and social influences for the greater good. For years, ColorForward’s predictions have helped define the colors that will attract and move consumers in the future. The service has helped manufacturers of all types of products immensely by giving them a head start on using the power of color to intercept consumer-purchasing decisions. Now in its 8th year, designers and marketers of plastics products hail the newly launched ColorForward 2014.

ColorForward’s color predictions are based on intensive research of the most influential societal trends around the world, researched by the members of the ColorWorks global network, by tuning antennas to the huge array of events, exhibitions, and conferences, as well as to trends emerging in the planetary village, and by distilling them to a set of truly global influences. Experts from the world’s major trend-watching organizations, and color experts from industries as diverse as architecture, textiles, housewares, automotive, and fashion are actively contributing to the process by sharing their views and thoughts.

Uncovering the most significant trends and the colors they engender is not a simple task. For ColorForward 2014, color, design, marketing and polymer experts from every part of the world, representing multiple disciplines, came together this year to participate with the aim of not only identifying societal trends that are uniquely global, but also developing harmonious colors that reflect each trend’s unique influence.

2014’s color palette is based on four outstanding societal trends expected to have a key impact in the near future:

Keep It Real

At a time when consumers are overwhelmed with brands and bored with me-too products, how we can keep them excited is the key question every manufacturer is asking. People are seeking to feel a connection with the products they buy. They want to buy brands that are real, transparent and tangible – and to succeed in wooing them, manufacturers need to break this code. To stand out in the marketplace, brands have to be all about service and connecting with consumers on a more personal level.

Customers can evaluate the worth of the products and services at levels not possible before. Norzihan Aziz, Head of ColorWorks Asia Pacific Region further details, “The color palette plays off of this new form of power. One of the colors, Genuine, represents transparency and honesty. It’s grounded and a mindful color, reminiscent of the authentic feel/taste of an olive. It is a classic color that will withstand the test of time”.

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