Clariant gives designers and brand managers vital insight with new color palettes

Muttenz, March 2, 2012 - Color is a powerful communications tool with the ability to convey emotions and stories. It has deep connections with cultural, political, religious and social influences, as we all respond to color psychologically and intuitively. In a world filled with conflicts and pressures, the impact of color, whether conscious or subliminal, can bring value to our lives by positively influencing our moods. It can take us from sad to happy, tired to alert, anxious to calm. In knowledgeable hands, valuable guidance can be provided for applying color to real-world challenges to achieve desired outcomes. In the world of plastics, that guidance comes from Clariant's ColorWorks™ and its ColorForward™ color design tool.

ColorForward is a dedicated color forecasting service in the plastics industry, now in its 7th year. The newly launched ColorForward 2013 is a welcome event for designers and marketers of plastics products. Industry-wide, ColorForward’s predictions help define what colors consumers will respond to in the years ahead. The service has proven to be of great value to manufacturers of all types of products, giving them a head start on using the power of color to influence consumer purchasing decisions.

ColorForward’s color predictions are based on intensive research of the most influential societal trends around the world. Uncovering the most significant trends and the colors they engender is not a simple task. Each ColorForward forecast package is based on a year-long effort that involves hundreds of plastics industry and trend analysis experts from around the world. Color specialists from industries as diverse as architecture, textiles, packaging, housewares, automotive and fashion all participate in the process. Many trends are considered, but only the ones with true global impact make the final cut.

The color selections for 2013 are based on four powerful societal trends that are deemed to have the strongest global impact in the near time frame.

Let's tackle the problems of the world - Science Superhero

Climate change, diminishing energy supplies, feeding a growing global population, pollution of land and oceans, new disease threats are monumental challenges we wake up to daily. But, there is hope in a trend Clariant calls SCIEN-SATIONAL. It represents the growing sense of optimism we have in the capabilities of science and technology to find the best solutions. We fully support our scientists and believe their experimentation and explorations will yield amazing breakthroughs and achievements that will improve the quality of life for everyone on earth.

Feed me, and make it good – I’m Loving Eat!

Our food supplies have entered center stage. Food has taken on a greater meaning than mere sustenance in our lives. It's a trend Clariant calls FOODTURE. We live in a global society where what we eat, how it's grown, and where it comes from are important issues. TV channels dedicated to food, celebrity chefs, cookbooks by the score, and culinary tourism are examples of our obsession with what we eat and the search for new tastes. Urban vegetable gardens are commonplace. And new technologies are developing ways to produce food closer to where people live.

There's a group I'd like to join – Meet You There

People are feeling a need to join together with others who share the same interests and values. This is a drive to create communities of kindred souls that Clariant has named COMMUNINATION. These social networks, aided by rapidly growing communication technologies, will be both local and global. They will provide real benefits to members by enabling people to call on each other for assistance, for a cause, or simply for companionship. Another aspect of this trend is the interest in things produced and sold locally with special appeal for the "home-grown" and "hand-crafted" of true quality.

Do we really need more stuff? – Classy Austerity

It seems people have finally learned that accumulating possessions is not the route to happiness. Today's new generation feels they can enjoy life more by having less. This global shift from collecting stuff to choosing what we feel is essential, is a trend Clariant titled ENOUGH... IS ENOUGH! The downturn in the world economy, the "green" revolution, the desire for a less pressured lifestyle – all contribute to the new attitude against conspicuous consumption. We are willing to pay more for better quality, and we want our things to provide a meaningful experience.

Through their dedication, depth of experience, and true collaboration, not to mention a healthy dose of intuition, the worldwide Clariant ColorWorks team has developed a range of color palettes that harmoniously resonate with each trend’s influence. The color palette for SCIEN-SATIONAL represents a sense of the mystique and the joy of scientific discovery. FOODTURE's palette is very organic and brings to mind a bright, fresh, healthy and tasty salad. COMMUNINATION offers a warm palette that's clean, direct and grounded, supportive of our communal outreach. The colors of ENOUGH... IS ENOUGH! foster a sense of quality and durability along with our desire for an emotional connection.

The color palettes of these trends are quite varied and will give designers much to think about. "But that's the idea," says Cristina Carrara, Designer at ColorWorks Europe and a member of the Clariant Masterbatches global ColorForward team. "The colors are conceptual ideas. They are meant to inspire the imagination." Carrara also points out that the colors can be mixed and matched, and freely adapted to the needs of local markets or blended with regional influences.

"Our customers are eager to work with the next release of ColorForward every year,” says Maurizio Torchio, Head of ColorWorks Europe. “Finding it an inspiring and serious design tool. It is a challenging, creative puzzle they really have fun with."

Anyone interested in learning more about ColorForward can visit www.colorworks.clariant.com and click on the Color Trends tab. Clariant also offers seminars at the seven ColorWorks locations as well as at selected conferences and at customer sites.

Clariant Masterbatches products are marketed under the following global brand names: REMAFIN® olefinic masterbatches and compounds; RENOL® masterbatches and compounds based on engineering resins, styrenics and PVC; MEVOPUR® masterbatches for medical and pharma applications; CESA® additive masterbatches; HYDROCEROL® chemical foaming and nucleating agents; OMNICOLOR® universal color masterbatches, and ENIGMA® special effects. These brand names are all registered trademarks, and ColorWorks™ and ColorForward™ are trademarks of Clariant.

More information on Clariant Masterbatches products is available at www.clariant.masterbatches.com.