The Herman Trend Alert|
February 3, 1999
When is Blue a Hot Color?
With the coming of the millennium less than a year away, society is beginning to turn its attention to our over-stressed planet. . . .and its under recognized assets--our oceans and skies. Led by the educated elite, this trend also reflects consumers' desires for a simpler way of life with less stress and greater calm. Enter blue, "the" color that most suggests these trends.
According to The Color Marketing Group, a non-profit association of 1500 color designers from different industries, the "new" color we'll see in clothes, cars and other consumer goods is blue in various shades. And it won't be navy or dark blue, either. THE color will be soft blues, like azure blue, sky blue, sea blue, or ocean blue.
Why? According to the experts, the various soft shades of blue have a calming effect. The color is even credited with providing a sense of peace, suggesting a future full of hope.
Around the world, blue has meaning, too. In Singapore, it implies clean water. In Thailand, blue indicates something at a distance.
Some examples of new blue products include Kraft's blueberry-flavored Jell-O and Apple's new blue iMac.
Companies that want to demonstrate their "green" orientation will begin to adopt blue in various representations within their advertising and promotion. Look for blue to become the "in" color for 1999 and thereafter.
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