Sunday Closing Note
"Hallmark Trends Group Color Forecast 2008"
Hallmark Cards, Inc.
Kansas City, Missouri
The Trends Group expects color trends to move in four distinct directions for 2008. When we view these color groups through an overarching societal perspective, one of dissonance or paradox, it helps us to understand the subtle shifts in hue, the importance of neutrals and the general graying of palettes.
Dream
Dream colors are charming, intimate and tender. These atmospheric
hues remind us of that world between sleep and wakefulness - a strange and
wonderful world of in-between. The colors of Dream are somewhat complex, tinted but not with pure white.
You could say these are the colors of pretend or make-believe. A stylistic
direction important within this category is one of manipulated or articulated
surfaces. These create their own subtle color palettes of shade and tone, light
and shadow. Softer hues show to advantage articulated form and surface.
Pastry Pink is frosty like frosting. A paler than pale shade of sugary richness makes it a perfect hue for summer birthdays, babies and weddings.
Ming is a quiet green with just a hint of iciness that belies its iron base. These undertones make it the perfect complement to Red Velvet.
Calamine this soothing warm pink is gentle and tender just like Mom. An evolution of the cosmetic pinks of two years ago, this iteration is soft, clear and light.
Dry Martini is distilled and pure. A warm, almost grey with just a hint of olive. This beautiful neutral relaxes and calms the moody mid-tones.
Unpredictable partnerships are important trends in decorative style. Unusual juxtapositions of motif to color or material as well as re-conceptualized iconography make this one of the most important directions for decoration and pattern. You might say these soft pastel hues at first blush seem innocent, but like the French court that inspires them they are also full of lusty life. Create striking contrast with pairings of Dream and Abundance color. While these hues couldn’t be more different, put together in skillful combinations, they tell intriguing stories.
Abundance
The colors of Abundance are complex and lustrous. Dark, moody and complicated they symbolize the state of dissonance. On the surface, rich and lush, these tones hint that our world and resources are far from infinite. In fact the realization and acceptance of the opposite is our new crushing reality. Replacing many of the orange influenced reds of years past, cooler more feminine reds dominate the forecast for 2008. The distilled reds pair well with warm, yellow tinged greens and neutrals. Abundance hues are shadowy and deep, perhaps with a story to tell, emotional and a little bit sullen.
Timorous Blue, at first a placid, one soon realizes this complex hue is as forbidding as a stormy sky. See it first in fashion and then the luxury automotive industries.
Faux Bois is a dusky brown with all the color, richness and depth of wood and none of the warmth. A very fashion forward hue that pairs beautifully with the green gold neutrals or the dusty teals and aquas.
Peeled Grape is the moody and sullen offspring of the rich purples introduced in the 2007 forecast. Paired with lilac or lavender it can stand in for brown.
Rich and luxurious, Red Velvet is a beautiful distilled red that can be both masculine and feminine, embodying the depth and emotion found in the colors of Abundance.
An emerging illustrative direction we call Vanishing Outlines is a countertrend to ubiquitous silhouette design. With soft and skillful brushstroke, look for a returning interest in strong and luscious watercolor techniques. In the palettes of Abundance, complex tonality will be key. Intricate color narratives make for the most fashion forward palette directions in 2008. Super shades of subtlety in mixing and pairing darker colors with black or charcoal create shadowy combinations. Gunmetal metallics nudge silver and even pewter for center stage and lustrous mineral tones vie for attention with the emerging jewel tones in our state of Abundance.
Grace
Grace colors delight the senses. The attractive qualities of these hues make them timeless and always relevant; self-possessed hues that tend to be calming. Not too bright and not too dark, clear and familiar, we often surround ourselves with these colors in the home; the pretty colors. The enormity of what’s at stake is finally sinking into the collective conscience. The canary calls from artists and designers have strengthened the green family’s presence in the new forecast. Also, look for natural motifs like leaves, grasses, seeds and pods to gain. Lime or hot greens become less important as the green range takes on the role of messenger.
Eats, Shoots and Leaves. A greener evolution for chartreuse – this is a warm, leafy staple. Summery in nature
New Leaf. Originally introduced in our forecast for 2004. We’ve brought back this clear mid-tone to round out the grey and gold influenced greens for 2008.
Lady Like is a perky, pretty hue. A well-mannered lilac balanced preciously between pink and blue. Spring perfect for everything from purses to poodles.
Rich, robust and chocolaty, Sturdy Brown is faithful and friendly. In times of turmoil Sturdy Brown will prevail.
The new analogous palettes mix tones as if weaving a lustrous tapestry. For example: Combine a rich, blue tinged red with a muted terra cotta and a light gold. As colors shift to the feminine – forms and shapes are also becoming simpler and slightly more feminine. The use of narrative is one way we see the strengthening stylistic direction of sophisticated or adult whimsy in design.
Promise
The colors of Promise are festive, cheerful and luminous. Happy hues of good fortune, these honest tones represent the promise of a bright future, for our children our planet, for our world.
Superman. This electric blue from the outer limits stands for everything that is honest, good and true. Superman can hold his own when paired with either the intense warm or cool reds in the forecast.
In The Swim. Chlorine crystal clear, this sun warmed pool blue couldn’t be farther from the sea. But water it is and therefore becoming more scarce and precious everyday.
Boiled Lobster is a polished scarlet that is blistering hot and a perfect complement to In the Swim.
Sizzzler. The most passionate color in this year’s forecast is also the only orange. Vigorous and hot, expect Sizzzler to enjoy a long and healthy life.
The cool, clean lines in geometric expression will strengthen as an alternative to the softness and warmth of earthy naturalism. From European designers we are noticing an increased interest in complementary palettes, a great way to create lively tension with happy hues. Upping the sophistication quotient for vivacious color, monochrome is the newest palette direction for the colors of Promise.
Biography
Scott Butterfield was Director of Store Planning and Visual Merchandising in specialty retailing before joining the merchandising department at Hallmark. He has also held positions within Hallmark’s creative product development areas of stationery and season specialty. His current position with the Trends Group involves the development of a yearly color forecast for Hallmark as well as seasonal and product specific palettes and style directions.
This page last updated 18Mar07.