By Jack Bredenfoerder
Color captures our attention and expresses our unrest and concern.
The world of color is currently experiencing a time of fiery reds and ashy grays. It is inspired by the burning desire for new direction, stability and change.
2011 brought the appearance and growth of the Arab Spring, Occupy Wall Street, the Tea Party, the Coffee Party, the Free Tibet movement, Japanese anti-nuke campaigns and European anti-austerity protests.
2012 promises to be an even more contentious year, as we see these global demonstrations and debates continue to gain momentum. The volatile global climate will cause colors to explode!
Established bright liberal blues and fiery conservative reds will continue to do battle, but many people in the middle are becoming tired of the conflict. They are tired of retreating to the neutral gray position.
2012 will be a time for greater personal expression and taking charge of one’s destiny. Everyone will be immersed in floods of color as people apply their tribal war paint and express their most important concerns.
The Climate of Color
A social, economic and political climate such as this hasn’t been seen since the turbulence of the late 1960s and will inspire brighter, multi-colored, expressive combinations.
Strong, unexpected – even clashing – color combinations will express individuality. The neutral gray morass will be brushed away with a few decisive and committed strokes. A dramatic multi-colored phoenix will arise from the gray ash of Middle-earth.
The fiery reds will burst into full flame. They will be transformed into bright oranges, yellows and fuchsias. These hot new combinations are industrial and cautionary. They say, “Don’t mess with me.” and “Don’t you dare rain on my parade!”
Clean bright glowing greens, teals and turquoise vibrate next to them. The rainbow is on fire and the secondary colors are rising to take the primary role. Bright purple establishes a new lead – it’s neither blue nor red, becoming the color of alternatives, hope, agreement, compromise and a new concordance.
The value and strength of the color story will now be more important than the hue. Unexpected and even clashing combinations will abound. Special effects will be used to add even more emphasis to the color communication. Color will be shouting as the masses go to war!
Inspired by fall’s fashion runways, Jack Bredenfoerder created these colors for 2012.
2012 will bring strong and heated communications. The people will be shouting to be heard and seen. Battling Brights will serve them well.
Concordance Purple R84 G41 B227
Shout It Out Orange R252 G113 B64
Show Me the Green R9 G198 B84
Listen Up Yellow R248 G216 B36
Perfectly Clear Aqua R35 G156 B164
Proclaim It Pink R222 G91 B131
Obviously Orchid R190 G0 B234
Make It Right Red R240 G14 B25
Liberation Blue R0 G81 B245
Seeing the Lights
Lighter, clearer colors will be used to express new ideals and vision. They are the colors of new dreams. White continues as the guiding light. Hope is eternal.
Compassion R144 G175 B248
Returning Sunshine R237 G238 B135
Dream Cycle R240 G180 B139
Clear Vision R152 G222 B225
New Idea R186 G222 B131
In Touch R253 G174 B170
No Longer Neutrals
Neutrals, especially grays, are ubiquitous. The growing need for personal expression in 2012 will challenge this neutral position. It’s time for the true colors to show!
Borderline Lavender R157 G159 B181
Grabbing the Gold R185 G166 B105
Taking It Teal R120 G160 B170
Giving Green R138 G178 B141
Saving Pennies R196 G120 B83
Black is the color of strength and resolve – it will be very important in 2012, but it will be combined with rich, defined colors that will give it even greater resolve.
Loyalty R37 G10 B98
True Blood R154 G44 B48
Native Land R65 G100 B50
Solid Gold R179 G123 B28
Conviction R97 G14 B68
RGB color notations are used to maximize the color gamut. Set your high-definition monitor to the millions of colors mode and calibrate per your manufacturer’s recommendations.
Jack Bredenfoerder is director of bv color strategy and a seasoned color design and marketing professional with more than 19 years of brand design experience specializing in color strategy, trends and forecasting. Jack’s perspectives on color have been featured in leading business, consumer and design-industry trade publications including the Financial Times, the New Yorker, Communication Arts, ID and Advertising Age. He has also served as an advisor to HGTV.
Copyright 2011 bv color strategy.
Forecast and imagery by Jack Bredenfoerder CMG.
Published with the written permission of bv color strategy.