The 2013 Color Trends: What Building Product Marketers Need to Know

28 Aug

Last year we brought you the color trends for 2012 and continue to hear positive feedback, so this year we are providing our insights again. There are several big trends happening in 2013. Much of this is inspired by a post-recession optimism, people’s desire to reconnect with nature and their new view on their homes in this staycation-era. The color forecast webinar, sponsored by Pantone, that I recently watched focused on the combination of trends as well as the colors themselves. Here’s what to expect in 2013 and how you can work these popular colors into your products and marketing efforts for the building industry:

  1. The new substitutes: reconsider your “go to” primary shades for these less expected standouts and watch your marketing get noticed. Instead of a basic blue, try a shade a bit deeper and with more vibrance, like PMS 2935. This shade can also be used instead of black. Red is always a classic, but upping the ante with a deep magenta like PMS 233 is courageous and modern. Beware when using this color to avoid patterns. Too much can be overwhelming with this strong color. Speaking of strong – say hello to the new yellow, this season it’s brighter, fresher, and looks great when paired with a lot of white space. Try PMS 3955.

 

  1. Not-so-soft pastels: romantic hues from the Art Deco era are making a resurgence. But you don’t have to go girly to take advantage of the prestige and maturity these colors bring. Try a neutral with a hint of pink, like PMS 4755, or a bluish grey like PMS 5507 as a background color to add a regal, yet trustworthy look.

  1. The beauty of nature: for pops of color that still feel grounded, pick a color from the garden, like a lettuce green (PMS 370), cranberry red (PMS194), or pumpkin orange (PMS 152).

  1. Embrace Neon: there is no doubt that neon is back! Take advantage of an attention getter like PMS 396 in a headline or color block. Use in small doses for maximum impact. Try pairing with a neutral like PMS 466 to bring this spacey tone more down to earth.

  1. Putting it all together: using great color in your marketing is about more than selection, its about how they are used. Two techniques to try that will be hot this year are color blocking, especially with neutrals, and translucent layers.

Want to read more? Check out Behr’s Trends – 2013 A Portrait of Color, to see their take on the trends. And check out Pantone’s report for fall.

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