SURFACES | StonExpo Blog

Today I am teaching a class at Fullerton College in Southern California and addressing “How to Become a Color Forecaster.” I had a lightning-bolt moment when I realized that some of the content of this class might be of interest to you. So you get to sit in on a brief overview of class from the comfort of your own home or office.

The process of just how color forecasts are derived is just as fascinating to people as the finished product. There is a bit of science, a bit of extrapolation, and a lot of downright hard work that produces accurate color projections (usually two to three years before they hit the marketplace). One of the best organizations for accomplishing this task is Color Marketing Group International (ColorMarketingGroup.org).

I have been with CMG for over eight years now, and have been named a Chair Holder. I credit CMG for providing the nuts and bolts that I use and interpret into the Western Region Color Forecast every two years. It has become extremely popular with designers, builders, new homebuyers, and of course, design and fashion students. I’ve done presentations for ASID; NKBA designers (National Kitchen & Bath Association); The Facilities Managers Association; the Southern California Floor Covering Association, and several local universities. So given that, I’m encouraged to keep doing what I do, which is exactly why I headed to Portland, Oregon in November to attend the latest CMG conference.

Let me share a clipping from a Canadian shelter magazine that did a nice job of capturing the essence of Color Marketing Group:

“So how do manufacturers of durable goods all happen to know the new hot colors and be on the same page? Fashion, interior design goods, graphic design and even automotive, all seem to know where color is headed and bring colorful products to market that are right on the money. Chalk it up to Color Marketing Group International. Twice a year, the Virginia based, not-for-profit, association of 1,000 color and design professionals examines exterior factors that influence colour direction—including the economy, politics, demographics, and world events. They are the brain trust that forecasts colour trends two to three years in advance, and through membership in the organization, Fortune 500 companies are able to bring products to market that are color-relevant and highly sellable.”

That description could not be more accurate. Over the next few weeks I will be working on consumer color directions research as well as color expressions research (which is the basis for color projections). It’s the collective consensus, pulled from the professional members’ worksheets, that becomes the national color forecast. Each member then adapts the raw data to suit their company’s specific products. In my case, as a designer, I tailor it to be relevant to my particular region as it applies to interior design. Each CMG member feels confident that the information we are putting out there is not only accurate, but highly valuable. That must be true since so many Fortune 500 companies have historically depended on CMG’s forecasts to plan future product launches. In CMG’s own words: “Color sells, and the right colors sell better.”

Whether a company manufactures products or provides interior design services, neither can afford to invest in colors that do not sell. As designers, it’s our responsibility to provide clients with designs that have a timeless quality to them. We are no longer living in excessive and luxury-driven times. Every design dollar counts, and color has become more important than ever. If you happen to already have your ticket for SURFACES and StonExpo 2011 in Las Vegas, then we can talk more about this in January. I am pleased to be presenting Color Visions 2011 as well as the Psychology of Color as part of the SURFACES and StonExpo Education Program. And I will definitely have the new color information ready and waiting to hand out to you.

I have a quote I’d like to close with: “Color is the place where your brain and the universe meet.” I couldn’t agree more… and here’s hoping we get to meet in Vegas…

Join Annette at SURFACES | StonExpo next month for her sessions Increasing Sales Through the Psychology of Color and Color Visions 2011 PLUS Hot Marketing Trends You Need to Know.