The Tacticsof Color Strategy

February 14, 2012

11am PT / 2 pm ET

www.neenahpaper.com

JackBredenfoerder

director of BV Color Strategy

1

Color Strategy,Forecasting andExpressions

My favoritecrayon waspurple

2

Color isthe spiceof design

CONTEXT is whatdetermines color meaning.

Walter Landor helped inventbranding. We've been reinventing itever since.

3

4

5

6

7

ColorStrategy

The Five Elementsof a Successful Color Strategy

• Color physics• Color and culture• Color psychology• Color fads, trends and cycles• Color influences and forecasting

Color Strategy

8

ColorPhysics

• An Object• A Light Source• An Observer

Color Essentials

Color andCulture

9

• Colors of State Identify specific national

and political groups• Colors of Religion• Color Conventions• Colors of Groups Sports teams, Corporations,

Organizations, Schools• Colors of Holidays and Celebrations

Colors and Culture

Colors of State

Religion

10

Cultural Conventions

Group, Team, Organization

Cultural Celebrations

11

ColorPsychology

The psychological aspects of color are oftendistorted and over simplified by the coloracademia. Mass generalizations are oftenmade about what a color means. Beware ofgetting into these conversations when youbuild your color rationale!

There are many color experts that willcomment on the meaning of color. Whilecolor meaning has merit as a designconsideration, color meaning needs to beequated from a more holistic approach.CONTEXT IS THE KEY TO ANY COLORMEANING!

Colors Psychology

OrangePlayful, Happy Youthful

12

OrangeUtility, Attention, Safety

RedLove, Passion, Life, Luscious, Ripe, Spicy, Hot

RedStop, Carnage, Anger, Alert, Danger

13

YellowSunshine, Happy, Bright, Awake, Fresh

YellowDanger, Caution, Attention

GreenNature, Fresh, Grow, Renew, Healthy, Sustain

14

GreenSick, Acidic, Unhealthy, Spoiling, Slimy, Smelly

BlueClear, Clean, Fresh, Open, Expansive, Wet, Calm

BlueCold, Clammy, Unhealthy, Boring, Depressed

15

PurpleRoyal, Creative, Mysterious, Wise, Exotic

PurplePompous, Flamboyant, Odd, Unconventional

BrownComfort, Rich, Reliable, Grounded

16

BrownDirty, Lifeless, Dead

WhitePure, Innocent, Simple, Clean, Fresh

WhiteGhostly, Spare, Blank

17

BlackFormal, Classic, Powerful, Mystical, Elegant, Sexy, Basic

BlackEvil, Lonely, Despair, Fear, Death, The Unknown

ColorFads, TrendsAnd Cycles

18

Trend

InfluencesFuture TrendsForecasting

CycleFad

Color Fads, Trends andCycles

FadGaga Yellow Hair

TrendSpring 2001 - The Movie Chocolat

19

TrendFall 2001 - Ralph Lauren Collection

The Fifties

Flower Power

20

Harvest Gold

Avocado

Disco Lights

21

Jewel Colors

Desert Colors

Mauve

22

Technology Teal

Millennial Orange

The Green Movement

23

Yves Klein International Blue

Simple Honest White

Fiery Action Reds

24

ColorPalettes

2009-2010 GlobalColor Directions

25

The Influences

Fashion Runways

Fashion Runways

26

Fashion Runways

Fashion Runways

Interior Design

27

Automotive

Technology

Sports and Recreation

28

Entertainment and Celebrities

Celebrities

Influences

29

Social Media

Protection and Trust

Endings and Beginnings

30

Economic Unrest

Dirty Aggressive Politics

Political Action and Protest

31

2012ForecastWarPaint

WarPaint

Battling Brights

32

Seeing the Lights

No Longer Neutrals

Defined Deeps

33

ColorInspirations

34

Color Strategy

The Five Elementsof a Successful Color Strategy

• Color physics• Color and culture• Color psychology• Color fads, trends and cycles• Color influences and forecasting

Color isthe spiceof design

CONTEXT is whatdetermines color meaning.

www.colorstrategy.org

on Facebook - BV Color Strategy

35

Color Strategy,Forecasting andExpressions

Q&A Session Please submit your questionsto our speaker using the“chat” box on your console.

36