Ever stop to consider the role color can play in the world of
trends? Why, for instance, did the yellows and avocado greens of
the 1970s enjoy a comeback in the 1990s? And what about
purple's recent rein?
So many questions, so many shades of gray. It's precisely
this curiosity, though, that led us to interview Ron Budny,
chairman of the Color Marketing Group's International Design
Directions committee. Budny, who also owns an Indianapolis-based
interior design firm, admits to an acute color awareness. It's
this very sense of hue that we wished to plum--er, plumb.
Entrepreneur:Why are companies concerned with color
today?
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Ron Budny: It's come to the forefront because
companies are working [harder] at making their products unique. In
the carpet industry, for instance, it used to be that you never
offered anything other than beige, brown or gray--now there are
hundreds of colors available. People have become more comfortable
with the use of color; they're not as intimidated by it.
Q:Can color make or break a product?
A: Oh, yes. [Look at the color usage] in some of
today's kitchen appliances. There are orange, chartreuse,
yellow and aquamarine toasters, garlic presses and so on. These
things are selling wildly because the shots of color [brighten up]
kitchen counters.
Q:Can you think of an occasion when color
worked against a product?
A: There was a color called `raspberry puree' that
[was introduced in] plumbing fixtures six or seven years ago. It
came on with a vengeance--and died fast.
Q:Is it true a robust economy actually
increases the demand for bright colors?
A: Yes. When things are up and people feel good,
they're more willing to take a chance [on riskier colors];
things are bright and cheery. When the economy is sluggish,
however, people tend to play it safe.
Q:How do you keep up on color trends?
A: I read a lot and see what's going on. Art
exhibits, for instance, can be very strong in influencing upcoming
colors. High-end fashion [is another] starting point. Color trends
usually begin on the runway, and when they hit the rack at Kmart,
you know you have total market saturation.
Q:What color trends do you see
emerging?
A: [The trend toward] spirituality has brought about
beautiful colors that are very soft, neutral and layered. Lots of
sheer fabrics-- like ice blue, white, and yellow--that are layered
one on top of the other are becoming popular.
Q:Is the dawning of a new millennium
triggering any color trends?
A: The colors that have been forecast for the millennium
belong in the gray family. [It's a reflection of] the struggle
between something new and the fear of the unknown.
Q:How can entrepreneurs stay up to date on
color trends?
A: Just walk through a mall and look at the shops.
Divorce yourself from shopping for something and simply look for
colors. Go to all kinds of stores. [Look at] all kinds of
products.
Q:Are businesses savvier today in terms of
understanding the significance of color?
A: The successful companies are.
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