Four themes influenced by the long-term effects of working and living during a pandemic create the framework for Americhem’s color forecast for 2022.
In a webinar last week, Hailey Cassidy, Americhem’s global digital marketing manager, said the global masterbatch manufacturer takes into consideration consumer reports and converts them into industry specific trends. Under the umbrella, “Starved Senses and Fearless Futures,” she described how the colors for 2022 reflect the impact of how Covid-19 stripped away once unappreciated moments like family gatherings, hugs, and handshakes, and how consumers are filling these voids with feelings of hopefulness and optimism.
Here’s a closer look at the four themes and the drivers behind Americhem’s color selection.
In Essentials, the company looks at what consumers have endured and what has emerged as essential to their lives. Consumers have turned to yoga to rejuvenate mental and physical heath. Homes and nature have become safe spaces and engaged couples are choosing intimate weddings or elopement over big occasions.
The palette is based on neutrals and cozy tones like olive and sage green, warm tomato, buttery yellow and wheat.
“Our priorities have shifted very quickly as the world began to change at lightning speed around us,” Cassidy said. “Things that we used to consider important swiftly fade away and the parts of life that truly mattered rose hastily to the surface.”
Refocus honors how a difficult situation has led consumers to refocus on the old and new things that bring them joy. Neutral tones like shades of greige are paired with bolder colors like deep red, mid-tone blue and saturated pink.
The theme, Cassidy said, reflects how consumers are spending more time on hobbies and leisurely pursuits like cooking classes and gardening. Light shades underscore the importance of clean, germ-free spaces. The palette is also inspired by the blue light radiating from computer screens.
The quick pace of technological innovation—and consumers’ willingness to adapt to new technologies for work and school—inspires Americhem’s third theme, Tech-novation.
“Technology has always been the leading industry for innovation, but the world wind changes of today have certainly pushed tech-novation to the next level,” Cassidy said. “Our entire lives have been transformed into the digital world for everything from work to school to even family events.”
Here, soft shades of blue are balanced with rose pink, mossy green and a saturated shade of violet.
The final theme, Reconnection, is inspired by the desire to reconnect with our lives as they once were. Colors span earthy hues like beige and olive green to synthetic pops of acidic green and periwinkle.
The colors nod to simple pleasures like “hugging beloved grandparents” and anticipate the return of pre-covid activities like enjoying tropical vacations free of worries and travel restrictions.