Automobile color trends (E-journal 1/2010)

Trends come and go. Fashion, music, lifestyle and furniture are key trendsetting factors, but major events like a change of government or an economic crisis or even inventions can also influence what is currently IN or OUT. “Things are definitely not black and white nowadays,” say color designers Eva Höfli and Mark Gutjahr. Colors are being used as support to help process and work through the crisis.

What color trends have the BASF color designers identified for the three regions North America, Europe and Asia Pacific?

Here’s an overview:

Human Touch is a color range of trendy blue tones.

Optimistic North America

North America is slowly recovering from its greatest economic crisis since 1929, and optimism is reviving. But the last several months have changed people in that region, who are now more careful in making decisions than before the crisis.

BASF color designers Holly Steward and Sandra Mathia based in Southfield (Michigan/USA) have created an array of colors that picks up on this mood – tones reflective of heightened ecological awareness and an interest in sustainable solutions for the environment. The collection is entitled: In Touch.

Human Touchis a color range of trendy blue tones, only moving greener with subtle travel, lending an air of steadfastness, longevity and a touch of contentment. Elegant, timeless designs characterize the Touch of Class color range, involving principally matte white surfaces and bright effects. Touch and Go is the range of active colors for the young and young at heart. Aqua and turquoise freshen the scene; gold is spun with peach hues.

Sensual pastels as Stewards of the Earth.

Individualistic Europe

The color spectrum for Europe is all about individualism. What will the future hold? BASF color designers Eva Höfli and Mark Gutjahr see three primary trends.

Environmental issues will become more important. The former environmental activists today also value ecological, comfort and individualistic aspects. In the Stewards of the Earth trend segment, sensual pastels from a grayish apricot to a yellowish beige are highlighted. Green is developing into warm color areas.

The second trend segment is entitled Fun with Experimentation. Young people love daring colors like poisonous yellows and red/pink combinations that grab your attention through chromatic color shifts. The third trend segment is called Beyond Silver. Futuristic metals are an area where science and technology are advancing. Extremely bright sparkles are key effect elements that go beyond a classic metallic look. Dark and toned silver, black with prominent color gradients and striking deep black also populate this trend segment.

Color Trends

Red tones are expressing affection and passion.

Down-to-earth Asia

The economic situation is also influencing the color trends of the Asia Pacific region. People are seeking to reorient themselves, and thus prefer more conservative, neutral colors like white, silver, gray and black. These are refined with subtle sheens, emotionally laden color transitions, luster and three-dimensional images of great depth, heaviness and density.

Cheery colors to drive away negativity make up the second color spectrum. These include blue, reminding one of wa-ter, the quintessence of life, and pink and red, expressing affection and passion. A folksy brown attracts attention, referring to identity, rootedness and the energies of the earth.

“We will probably be seeing dimensionally lively colors symbolizing emotion and green technology on environmentally friendly compact cars, of which there will be an increasing number in the Asia Pacific region in the future,” says Chiharu Matsuhara, chief designer at BASF’s ­Asia Pacific color design center.