Post on 03-Sep-2021
PROGRAM SUPPORT
COUNCIL MEMBERSChelsea Hagel Marketing Communications
Elizabeth Hurst Market Research
Amanda Pevito R&D Chemist
Rachel Schwen Color Scientist
Leah NovotnyCMF Designer
Olivia Cavataio Market Segment Specialist
Adam Neff Creative Services Manager
Jacob Kostelnik Video & Photo Manager
Grace Berry Senior Writer & Editor
Sammy Morgan Marketing Coordinator
Justin Carolyne Graphic Designer
INTRODUCING OUR LATEST TREND FORECASTThe world has endured so much since we released our first forecast last September. Lately, I’ve been thinking about the effects of these dramatic changes and how they impact ourselves, our communities and our world. In search of stability, color is my constant.
Although color is always shifting and transforming, its influence on purchasing behavior and design remains unchanged. The color collections in this year’s Trend Forecast originate from entangled, mega catalysts that distill to macro-level facets, like technology, community and sustainability. These color collections, which include material, texture and pattern effects, translate to various industries, consumers and products, and can be extracted to create marketable trends.
A true trend is backed by science and data, and originates from global and societal insights. Through our six-step forecasting process that includes trend management, identification and research, analysis, watching, spotting, and reporting and application, we present the newest DesignHouse Trend Forecast. These collections of individual and complementary colors reflect future trends that will serve the next 3-5 years.
Colorfully,
Kiki Redhead, CMG Global CMF & Trend Manager, DesignHouse
SERVICES & WORKSHOPS - half-day or full-day sessions, customized up to 5 days
Color Palette Analysis Color Collection Curation Workshop Color Marketing & Merchandising Color Development Workshop
Trend Forecast Presentations Trend Development Workshops Trend Methodology Seminars Custom Industry & Product Trend Directions
To schedule a Trend Forecast experience for your team, contact your Sherwin-Williams representative or email us directly at swdesignhouse@sherwin.com.
WELCOME TO OUR TREND FORECAST
On behalf of the Sherwin-Williams
DesignHouse team, we’re thrilled to introduce
our latest trend forecast, created to inspire and influence industrial,
product and CMF designers. Our comprehensive report strategically reflects
color collections of the future.
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OWN
ADAPTER
ALCHEMIST
ADVOCATE
TREND FORECAST
4 54 5
We, collectively, create our own community,
Constructing, nurturing and owning connections.
All of us own up to our responsibility,
To better our environment, our people, our planet.
I OWN, WE OWN, ALL OF US OWN.
I must take ownership of my thoughts and actions,
To evolve my individuality and adaptability.
Culture
Beliefs
Economy
Environment
Ethics
Government
Humanity
Society
Science
Sustainability
Technology
Engineering
Wellbeing
Transparency
Uncertainty
Trust
CATALYSTS
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INFLUENCESExperiential, Integrated Technology,
Autonomy, Individual Resiliency, Mental & Physical Health,
Change – Societal and Governmental,
Authenticity, Truth, Connection – Self,
Wi-Fi, SMART, Remote Work,
Privacy, Irony
INDUSTRIESArchitectural Products,
Building Products, Furniture, Packaging, Transportation, Aerospace,
Automotive, Powersport, Appliance, Electronics, Medical Device, Technology
THE ADAPTER
Adapter accelerates at warp speed, with science and experiential technology integrated into every facet of life. Their foundation is built on the ability to balance personal wellness and authenticity with change and resilience.
RECOGNIZES how fortunate life’s journey has been after escaping the phone-less mud house in Afghanistan; fleeing to India, where pagers and cell phones were prominent; and attending Gymnasium in Germany, where smartphones started to emerge
LAUNCHES a career, after earning a master’s degree in the United States, inspired by design and technology with a genuine desire to make dad (a scientist) proud
APPRECIATES all cultures and societies, and their respective adoptions of technology – from desktop computers to artificial intelligence – after living in various countries with vastly different governments, economies and education systems
THINKS consciously about the past and appreciates the sacrifices the family has made to find peace, security and autonomy with hopes to “pay it forward” in the future by bringing smart technology to areas of the world that need it most
WITNESSES the harsh realities of the post-pandemic world, and recognizes that remote areas of Brazil and Peru could benefit from innovative medical devices and skilled medical technicians
DEVOTES time, resources and skills to helping people in these remote areas of South America, introducing science and medical care to those hit hardest by the pandemic
Name: Ashraf
Occupation: Design Engineer at Medical Device Company
Age + Generation: 38, Xennial
Birthplace: Kabul, Afghanistan
Current City: Boston, MA, United States
Education: Master’s Degree in Engineering
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ADAPTER COLORS A human-centered collection that embraces modification and adaptability, the colors shift to accentuate their surroundings. Sophisticated metallics that move through light – natural and artificial – morph from soft organic green to virtual violet. The clean sparkle of white ignites new existence. Balanced by the unfailing authenticity of navy, these colors personify technology and science, exposing their ability to be filtered or semi-transparent, real or illusory.
SENSORIUM
FILTERED FATE
METAMORPHOSIS
RESILIENCE
INTERFACE
PSYCHE
AUTHENTICITY
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APPLIANCE
ELECTRONICS
MEDICAL DEVICE
TECHNOLOGY
ADAPTER INDUSTRIES
TRANSPORTATION
AEROSPACE
AUTOMOTIVE
POWERSPORT
ARCHITECTURAL PRODUCTS
BUILDING PRODUCTS
FURNITURE
PACKAGING
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INFLUENCESCommunity, Natural, Food, Homegrown,
Craft, Compassion, Sharing, Enrichment, Nourishment,
Comfort, Nurture, Metallurgy, Carpentry,
Education, Knowledge, Learning
INDUSTRIESAppliance, Architectural
Building Products, Plumbing Fixtures, Interiors, Furnishings,
Outdoor Lifestyle, Consumer Goods, Packaging, Agricultural Equipment
THE ALCHEMIST
Creating connections within the local community constructs the Alchemist. They promote collective care, homegrown living and hand-crafted designs, cultivating meaningful exchanges of nourishment and knowledge.
BELIEVES in nourishing and enriching the community through agriculture, reminding the people of Skåne that nothing compares to the taste of a homegrown sugar beet
ACKNOWLEDGES how fortunate the family is to have survived the pandemic, despite the sudden changes it brought upon them
FEELS grateful to have their son, daughter-in-law and grandchildren living in Skåne, although the move was catapulted by job loss at the Swedish design agency in the city
ENCOURAGES their son and daughter-in-law to harness the creativity they exuded at the design agency by opening a community-centric shop that sells flowers, handmade gifts, furniture and decor
RECOGNIZES their children’s commitment to family and the community as a testament to fruitful parenting
CRAVES spending time with their grandchildren to teach them about farmscaping and how important insects are to the farm
Name: Robin
Occupation: Organic Farmer
Age + Generation: 63, Baby Boomer
Birthplace & Current City: Skåne, Sweden
Education: Agricultural Trade School
Relation: Grandparent
BELIEVES in the importance of family and knows that’s why their parents moved cities to be closer to grandma and grandpa
ACKNOWLEDGES how freeing it is to ride bikes, run through the farm’s fields and roll down its hills without pretending to do so in the city flat the family used to own
FEELS secure about family and home but occasionally wonders about the future – what happens if there’s another pandemic?
ENCOURAGES mom and dad to sell more toys in the shop because there aren’t any toy stores in the community, and kids like to shop too
RECOGNIZES how lucky they are to have parents who know how to build things and grandparents who know how to grow crops
CRAVES to be 15 – the age when delivering flowers on the shop’s cargo bike is allowed – for now, it’s sister’s job
Name: Mika
Occupation: Student
Age + Generation: 10, Gen Alpha
Birthplace: Stockholm, Sweden
Current City: Skåne, Sweden
Education: Compulsory School
Relation: Grandchild
UNDERSTANDS the importance of having a community
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ALCHEMIST COLORS Organic hues, centered around the hyperlocal surroundings of rurban communities, combine cooperative colors that represent nature and nurture, compassion and unity. Corten steel, brick and clay tones are reminiscent of old factory buildings, barns, and small-town, downtown retail shops. Golden harvest and grassy green pay tribute to farmscaping – the cultivation and sharing of food. These community-centered colors embody a collective good, living in harmony with one another.
BE MY NEIGHBOR
THE PAPER BAG
UKUMBI
FOR[A]GE
ENRICHED
RURBAN
GRASSROOTS
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CONSUMER GOODS
PACKAGING
AGRICULTURAL EQUIPMENT
ALCHEMIST INDUSTRIESAPPLIANCE
ARCHITECTURAL BUILDING PRODUCTS
PLUMBING FIXTURES
INTERIORS
FURNISHINGS
OUTDOOR LIFESTYLE
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THE ADVOCATE
To the Advocate, silence means agreement. Even during times of uncertainty, they use their platform to heighten awareness about world issues and take action, in hopes of unifying and improving the Earth and humanity.
ENTERS the world in the age of technology, and encourages friends and family to store and protect data in the cloud BELIEVES in the right to privacy – from banks statements to post-pandemic health records – to achieve the highest sense of security
ADVOCATES for diversity in the workplace, as inclusion and trust are essential to feeling secure at work
PROMOTES the use of unbiased hiring tactics by removing gender-coded language from job descriptions
Name: Hatsu
Occupation: Assistant Store Manager
Age + Generation: 18, Generation Z
Current City: Tokyo, Japan
Education: First Year at University
DEVELOPS sense of self during the civil rights and anti-war movement, believing that peace, love and harmony can remedy all
ADVOCATES for equal rights, peace and pollution mitigation by organizing peaceful protests at the state capital
CHANNELS all energy toward combatting climate change; feels strongly about global warming and the harmful effects it has on the planet
EDUCATES environmental studies students about the Anthropocene Epoch – the human impact on our ecosystems – and how it changed during the pandemic
Name: Toni
Occupation: Senior Product Manager
Age + Generation: 62, Baby Boomer
Current City: Detroit, MI, United States
Education: Master’s Degree in Environmental Science
HARNESSES the opportunity to make the world a more sustainable place, post-pandemic, by helping to design eco-friendly consumer goods
EXERCISES sustainable habits in all aspects of life but has a passion for upcycling furniture and water conservation
USES their voice on social media to spread knowledge about recyclability, trash mining, energy efficiency and reducing carbon footprint
ADVOCATES for preservation of natural resources by joining a nonprofit aimed at water conservation
Name: Hayden
Occupation: Assistant Product Analyst
Age + Generation: 30, Millennial
Current City: Toronto, Canada
Education: Bachelor’s Degree in Industrial Design
INFLUENCESClimate, Upheaval, Sustainability, Infrastructure, Global, Natural Disaster, Causes – Political
And Societal, Rebirth, Preservation,
Conservation, Reduce, Reuse,
Recycle, Uncertainty,
Anxiety
INDUSTRIESConsumer Goods, Consumer
Electronics, Medical Device, Appliance, Interiors, Furnishings,
Retail, Racks, Automotive, Energy/Tech
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ADVOCATE COLORS A living, life-centered collection thrives at the intersection of humanitarian and environmental causes. Cool, fluid, water-like colors symbolize conservation and preservation. Burning flames of neon red-orange light the fire to fight for what is right, leaving ash in its wake, transitioning to reformation and renewal. Anchored by equality and rooted in uncertainty, the colors run deep, dark and into the unknown, but light fresh colors liken a new life.
ANTHROAPOLOGY
TRASH MONEY
A-LICHEN-ING
PHOENIX RISING
REWILDING
EQUALITY
UNCERTAINTY
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RACKS
AUTOMOTIVE
ENERGY/TECH
ADVOCATE INDUSTRIES
APPLIANCE
INTERIORS
RETAIL
FURNISHINGS
CONSUMER GOODS
CONSUMER ELECTRONICS
MEDICAL DEVICE
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ADAPTER ADVOCATEALCHEMIST
SENSORIUM ANTHROAPOLOGYBE MY NEIGHBOR
FILTERED FATE TRASH MONEY
RESILIENCE PHOENIX RISINGFOR[A]GE
INTERFACE REWILDINGENRICHED
PSYCHE EQUALITYRURBAN THE PAPER BAG
AUTHENTICITY UNCERTAINTYGRASSROOTSMETAMORPHOSIS A-LICHEN-INGUKUMBI
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TRENDS PROGRAM COLOR EVOLUTION
REDS BLUES
ORANGES VIOLETS
YELLOWS WARM NEUTRALS
COOL NEUTRALSGREENS
2019+
2020+
2019+
2020+
2019+
2020+
2019+
2020+
ACCEPTANCE TECHNO ELECTRO
IN TOUCH
URBANEYES
MOVEMENTNOURISH
PSYCHE FILTERED FATE
INTERFACE
SENSORIUM
METAMORPHOSISRURBAN
TAKE ACTION IN THE MIDST
NUDETRALITY
BEYOND STELLAR
RESILIENCEUKUMBI REWILDING
EQUALITY
AUTHENTICITY
REBEL HEART PERSPECTIVE
SHINRIN-YOKU
BOOTES VOID
BE MY NEIGHBOR TRASH MONEY
FOR[A]GE
UNCERTAINTY
PHOENIX RISING
ESSENTIAL SELF HIGH HOPES
ANTHROAPOLOGY
MARIANA’S TRENCH
2019+
2020+
2019+
2020+
STAY GOLDEN
ENRICHED THE PAPER BAG
2019+
2020+
2019+
2020+
HAVEN
METAMORPHOSIS
TAG, YOU’RE IT!
GRASSROOTS
GROW UP!
A-LICHEN-ING
Explore a study of the evolution of colors from A Spark of Familiarity, the previous color trend forecast, to new introductory colors within Own.
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CONTACT US website: designhouse.sherwin.com email: swdesignhouse@sherwin.com instagram: @swindustrialdesign
TREND FORECAST VOL. 2 2020 The Sherwin-Williams Company GI-233391-01 9/20