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Heidelberg News • Perspectives 48 • Issue 268 • 2009
Black or White? trends // … are unstoppable and a powerful driving force of our economy. Companies with advance information on future requirements can offer exactly the right products and services. sound advice on colors and trends can also give print shops a competitive edge. everyone wants purple – this year’s must-have color according to the Color Marketing Group (CMG), an international association of designers, trend researchers, and marketing experts. White is also extremely popular at the moment. Sparkling and dazzling shades of white have been a product favorite for some time and are even finding their way into executive management corridors where dark colors traditionally predominate. White is currently being promoted as a trend in the paper industry, too – a fact that may well surprise the layman given that most paper is white. As is so often the case, it’s all about the right shade. In Today and out Tomorrow. The one constant when it comes to trends is that they’re forever changing. Clothing fashions are a prime example, changing as they do with the seasons. In other sectors, such as the automotive or furniture industry, fashions last slightly longer – around three to five years. Trends always have characteristic color schemes and it helps print shops to know what they are. With advice on trends and colors, and know-how on current and future printing materials, print shops can offer additional services that enable them to stand out from the competition. But how do trends or new preferences come about? Is there a particular body that stipulates which colors, surfaces, shapes or materials are in? 4 Perspectives 49
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