Specialty chemicals producer Clariant in collaboration with its Masterbatches business unit is set to revise its ColorForward trend-watching platform used by designers and brand managers to predict colour usage in plastics products and packaging.
The revised edition ‘ColorForward 2019’ is scheduled to be launched in early January next year.
Clariant Masterbatches ColorWorks global head Maurizio Torchio said: “The 2019 edition of ColorForward will be the 13th we have published.
“When we began this mission to help our customers better understand the link between global trends, consumer preferences and colours, it was the first of its kind in the plastics industry.
“Since then, several other companies have begun to copy our concept. That’s one of the reasons we decided to update the package.”
ColorForward includes all the ideas and input of Clariant’s colour, design, marketing and polymer experts located across the world.
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The experts attend a week-long workshop to discuss all the consumer trends and interests observed in the last year, of which four best trends are selected that are global in scope and capable of influencing consumer behaviour in the near future.
Subsequently, the ColorForward team chooses different colour aesthetics that can evoke an emotional response from the consumer according to the selected trend.
Torchio noted that the basic approach, which has been very successful, will not be altered in the updated platform, but the presentation of the trends will be changed.
The new ColorForward package will include elements from all the three previous versions, including prototypes customised to the interests and requirements of the different markets.
The platform will also be 20% smaller, making it more portable than the previous versions.
Furthermore, it will have a larger scope and will have a new subtitle, ‘Society | Trends | Aesthetic’ to include the essence of ColorForward.