Clariant formats color/trend analysis tool to meet interests of automotive designers and marketers

08-Mar-16

Clariant has formatted its color/trend analysis tool to meet the needs and interests of automotive designers and marketers. Clariant’s groundbreaking ColorForward trend-analysis and color-design tool has been released every year since 2006 to help plastic product designers and marketing professionals make more informed color choices. It presents four global societal trends that can be expected to influence consumers and then links them to colors that evoke an emotional response related to each trend. The Automotive Edition is the work of the Clariant Masterbatches European Automotive Team in collaboration with the color specialists at the Clariant ColorWorks® design and technology centers. It presents 20 colors, linked to the four trends, in several different forms: • Large, textured plastic plaques • Fiber pompons and yarn wrap cards (to illustrate carpet and textile options) • Small “concept” cars molded in plastic • Leather swatches (new in the 2017 edition) These samples are packaged in a presentation box and are meant to be handled, rearranged and studied as part of a creative exercise. “We are not trying to teach our automotive customers about color,” explains Laura Carrillo, Head of Market Segment Automotive, Clariant Masterbatches Europe. “They are already experts. We want to start a dialogue with them about global societal trends and, at the same time show them these different materials so they become more aware of possible color harmony issues. In any case it should be fun and inspirational.” The colors for 2017 are more muted than in years past. People are a bit more fearful, more introspective and reflecting the disconnectedness that many seem to be feeling today. In general the colors are softer, darker and even ambiguous. The trend themes for 2017 are as follows: