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