Forecasting, developing and applying color is a global industry. Through peer review and discussion, color designers establish directions and publish forecasts. Then, members of design and product teams with responsibility for color development interpret these forecasts in ways to engage their audiences. Applied with wisdom, insight and sometimes a bit of courage, color transmits a message that hooks the intended receiver, establishing a sensory connection.

By connecting with prospective customers, color addresses one of the first steps toward a purchase. Achieving this result is something anyone involved with marketing and sales will appreciate. It helps explain why color professionals make a valued contribution to product development and marketing.

Mapping color applications shows how trends cut across industries, how color messaging is used to reach target audiences. For an armchair tour of the current color season, consider this map. If trends from other color-savvy industries are any indication, versions of these colors may appear at NeoCon 2012.

This single image seems to capture every aspect of the color palette for spring/summer 2012. (Photographed at Neiman Marcus)

“Salsa” This color arrives with freshness and warmth at a time when some of the financial gurus are showing optimism about the economic outlook. As the season’s “red”, its youthful energy works as a showstopper or as supporting cast member.

"Salsa", on an upcoming Chevrolet model.

"Salsa" with "Lemonade" on vases, and "Jalapeno" stemware in the background

“Lemonade” Is this color a time-traveler, one that pops in from the past when needed? If so, its time has come again. Images from 1968 show this color alone and in combinations with black and white. For 2012, gray steps up as a companion.

"Lemonade", from 1968 fashion image.

"Lemonade" with white, gray and black.

"Lemonade", with circular white and blue labeling (BMW logos).

“Cabaret” Seems like this color reflects a split decision. Most American designers embraced a watered-down version, while the Europeans and Asians went bold. The market will sort out the message, allowing election of a preference by consumers.

"Cabaret" in bold mode, shown on Toyota's concept car.

"Cabaret" in soft mode.

"Cabaret" with other colors on upholstery.

“Sodalite Blue” Deep and rich, this color might be the season’s “black” alternative. As an offset to spicier reds, yellows and greens, this color is something of a throwback. Often dispatched as a secondary, it is one of the palette’s durable, anchoring heavies.

"Sodalite Blue", shown on a Subaru SUV.

"Sodalite Blue", shown on a pillow at Room and Board.

“Bellflower” Light and usually in limited applications, this color’s appeal is equal parts nostalgia and buffer. It calms the heat from the primary palette while connecting with those who remember the tinted purples of bygone days.

"Bellflower", shown on bath towels at Crate and Barrel.

“Jalapeno” A version of this color with less heat and more water, “Margarita”, appeared in some applications. The hotter color had more appeal, especially in products intended to resonate with youth.

"Jalapeno", shown on Chevrolet's upcoming Spark introduction.

"Jalapeno" and other colors on a pillow, Crate and Barrel.

"Jalapeno" offsetting "Salsa" and other colors.

“Denim” Every palette needs a reliable blue. This year’s version appears with a reasoned intensity that broadens its applications. The color has a familiarity to it that might stem from similarities to earlier versions of the late 60s to mid 70s.

"Denim", shown on a Bluestone table top at Crate and Barrel.

"Denim", with a selection of directional colors.

"Denim", shown on an upcoming Chevrolet sedan.

“Techno Pink” Observed as paint, yarn and piece-dyed goods, this appears to be a color that is allowed to shift positions around a core definition. This core appears to be a pinkish-purple. It runs to red occasionally, and runs to blue just as easily, with a pull towards lighter tints.

"Techno Pink", shown on Chevrolet's upcoming Spark.

"Techno Pink", shown on upholstery.

“Driftwood” and “Starfish” Somewhere, someplace a palette locates its neutrals. The role they play varies. Dark and light versions present earthy, warm-to-warmer choices with the strength to stand on their own, if needed.

"Driftwood", shown on a Ford SUV.

"Starfish", shown on the upcoming Dodge Dart, a model name resurrected from the 60s.

"Driftwood" and "Starfish" with other colors on a pillow, Crate and Barrel.

“Cockatoo” The place occupied by this color could be as the yellow-leaning opposite of “Bellflower”. Both incorporate blue, but where “Bellflower” mixes with red, “Cockatoo” mixes with yellow. Faulty analysis or not, this color remains a cooling choice alongside hotter alternatives.

"Cockatoo"

"Cockatoo" with other colors.

Note: Years ago, I had the opportunity to work alongside many talented color designers. This happened when I was a product manager for upholstery, laminate surfaces, wood finishes and metal paints at Kimball. Stepping back into that frame was an enjoyable experience, and makes me all the more appreciative of the work done by color designers—SW.

__________

Resources

“Salsa”, “Jalapeno”, “Techno Pink”, “Denim”, and “Lemonade” color names from Chevrolet division of General Motors.

“Cabaret”, “Sodalite Blue”, “Bellflower”, “Margarita”, “Driftwood”, “Starfish”, and “Cockatoo” color names from Pantone.

Image credits: Chevrolet website for Spark front-views; 1968 year in review page for the vintage fashion images; and other images photographed by the author.