Have you ever taken the time to truly examine the
colors that surround your everyday life? Whether
you are a city dweller encompassed by the bright,
electric shades of street lights, billboards and storefronts
or prefer the quiet company of the muted
palettes of nature, color is a constant component
defining the environment in which you live. While
the outdoor enthusiast may not enjoy the same
hobbies as the savvy city shopper, the colors both
see can work together to form interesting, aesthetic
design pieces.
Color has always been an essential characteristic
of design, and traditionally the most popular colors
have been influenced by central movements happening
in the world around us. The primary factors
affecting recent color palettes have included the green
movement, cultural influences and technology.
EYE ON THE ENVIRONMENT
No doubt about it, now is the time to “go green.”
With the environmental movement receiving a lot
of attention and momentum, it will continue to
have an impact on design. The strengthening of the
greening concept and environmental sustainability
has influenced the use of natural tones. Colors in
nature form muted palettes of grays, browns and
whites. In addition, a natural palette includes warm
basics like the colors of sea grass and rattan. Shades
of khaki, moss and thyme are perfect examples of
just how beautiful these simple shades can be.
While the eco-driven marketplace will be
interested in earth-toned palettes for projects, it is
important to note that clients will also be looking
at the project’s sustainability. With print pieces, for
example, audiences now pay attention to a paper’s construction, the percentage of post-consumer waste
content and any independent environmental certifications. A paper’s composition and the manufacturing
processes that were employed to produce the
project are important steps in achieving authentic,
sustainable design.
Muted colors paired with a bright, vivid red or
deep magenta create intensity by drawing upon the
fierce contrast of the two palettes. Bright colors seem
brighter in combination with the nature-inspired
lighter, softer shades.
Tip: Try a four-color process with the combination
of bright green, yellow, red and blue against gray
stock—the colors will stand out, creating an exotic
and vibrant end product.
IT’S A SMALL WORLD
Just as we are driven by environmental factors in our
own surroundings, we’re finding motivation from
other countries and cultures too. Color palettes are
taking on much more of an international flair. The
2008 Summer Olympics in Beijing, China, have
influenced Western color and fashion, as well as
design—providing color palettes with deep reds
and greens. In addition, as designers take a more
worldly view—drawing inspiration from Latin
America, and ethnic influences from India and
Asia—we are seeing prominent reds, oranges and
golds become popular choices.
Tip: A strong red paper paired with black, gold
or green can create a piercing effect, with the combination
of these deep colors jumping off the page.
Because these colors are typically darker, use them to
convey mystery and complexity.
TECHNOLOGY AT HAND
Lastly, technology continues to have an immense
influence on developing color trends. Digital cameras,
iPods, DVDs and cellular phones have all
played a role in defining this year’s popular colors.
Palettes include tones with intensity; think bright,
vivid and futuristic hot pinks, silvers and purples.
Metallic and pearlescent finishes have also become
increasingly popular. The use of metallic papers and
inks conveys sophistication by utilizing conceptual,
futuristic patterns to achieve the monochromatic,
high-tech look and feel.
Tip: Whatever color paper you select, it is generally
a good idea to give it two hits of opaque white
as a base for the process printing or solid ink coverage.
TRENDY COMBINATIONS
The decisions designers make about color, paper
and process at the start of a project determine how
the finished product will be perceived. Much as the use of technologically inspired papers can represent
strength and sleekness, each color trend discussed
here can be used in different ways to achieve the
desired effect of a design piece.
For instance, if you want to communicate an
organic, hand-crafted appearance, combine natural
elements to create a contemporary yet approachable
look and feel. If practicality and classic simplicity
are the words used to define your piece, using the
blue-and-gray palettes inspired by the sky and quarried
stone will create a traditional, old-world finish.
Bright, high-energy shades of color create an unconventional,
fresh look to reflect a youthful and positive
approach. Combining abstract images with strong,
vibrant colors will illustrate the sense of optimism
and renewal the piece is meant to express.
MY BLUE HEAVEN
The Pantone color of the year, Blue Iris, has had
designers experimenting with unique ways to incorporate
this calming, blue-purple shade in their projects.
While the obvious choice when using Blue Iris
in your design may be a white coated or uncoated
grade, using a color paper will achieve unusual and
surprising results.
Many designers shy away from color papers,
afraid of the end quality or finding difficulty in
selecting the correct image. In actuality, color papers
can open up a whole new realm of design possibilities.
Color paper can provide a different look, feel
or point of view that may not have been captured if
using white paper—using color paper adds a whole
new element to the final result.
You can, for example, create a dramatic effect
with the bold blue against a shimmering yellow
stock. A pearlescent sheet transfers a beautiful shimmer
to the inks by representing both warm and cool
colors, bringing a lot of attention to your design.
While this combination can make any piece pop,
other color paper combinations such as reddish
browns, yellow-greens, grapes, grays and deeper
plums can also be paired with Blue Iris for an
artful finale.
LOOKING AHEAD
Count on these color trends to continue to find
their way into many areas of design. Concern for the
environment will not diminish anytime soon, nor
will the corresponding colors. We’ll continue to see
the subdued tones and untreated textures representing
fashion, business collateral, art and design. And
while new avenues for inspiration will develop, the
tips, techniques and color palettes discussed here
will still be valid options and areas to consider when
designing a new project in the years to come.
