 |
2005-11-10 News Headlines >
automotive > coatings
BASF Looks Ahead in
Automotive Color Development
Automotive color experts from BASF cite consumer need for optimism and
self-expression as drivers.
Emerging trends in automotive colors in North America reflect people's
need to relieve stress and their yearning for optimism and self-expression.
That's the consensus of color development experts in BASF's Automotive
OEM Coatings Solutions business.
Silver, long a dominant color in North America, is still perceived as
a "value" color that evokes a sense of high technology, but it will continue
to "reinvent" itself with hints of color, according to Sandra Mathia,
Color Design Specialist for BASF's Automotive OEM Coatings Solutions business
in North America.
"We expect silver to remain popular because it conveys elegance, technology
and power, combined with a sense of stability," said Mathia. "However,
silver will continue to evolve in a trend that began a couple of years
ago, picking up subtle colors or moving toward deeper, less mechanical
tones."
Mathia described other trends in automotive colors, including what she
calls "saturated pastels," more lush versions of classic pastel colors
with new mid tones that complement more complex colors like blue-greens,
oranges and even silvers. The new pastels evoke peace and tranquility,
as well as a degree of luxury, said Mathia.
Green also continues to evolve, with some suggestion of returning popularity.
Blues are migrating toward turquoise for sporty cars, and toward red for
luxury cars. Red will maintain its aura of power, persuasion and dramatic
statement, but will continue its move toward darker and richer tones,
often with hints of blue. Orange, which Mathia called a color of movement,
will shift toward copper and earth tones.
Tinted blacks and shades of white, representing extremes of the color
scale, will pick up hints of glitter and "travel," or subtle color-shifting
properties, while still allowing the viewer to concentrate on the vehicle's
form. Gray, which has traditionally shared some perceived attributes with
silver, will become warmer, with hints of brown.
Obviously, color innovation is a primary driver for automotive stylists,
who seek to respond to-and to some extent influence--consumer color preferences,
said Mathia. At the same time, she said, they continue to seek smooth
metal and low-gloss effects. These qualities relate to the perceived quality
of a car's finish and to its tactile feel.
Mathia also briefly addressed trends identified by BASF
color development specialists in the European and Asia-Pacific regions.
Europe, she said, shows indications of a new "color wave," with cars becoming
more colorful than in the past. In both Europe and Asia, silver remains
popular, but is moving toward darker shades, with some special effects
and nuances of other colors such as green, blue and beige.
In Europe as in North America, green seems to be regaining popularity.
Reds in Europe are tending toward greater depth and clarity, and customary
"neutrals" are adding hints of beige, brown, copper and gold. Another
emerging trend appears to be a high-tech liquid metal look, often used
alongside soft, matte surfaces that invite touch.
In the Asia-Pacific market, color preferences often reflect the search
for a higher quality of life, accompanied by happiness, success, health
and a close relationship to nature. White remains the most important color
after silver, but with hints of natural and cream colors. Other colors
include subtle nuances with a luxurious and seductive look as well as
"natural" colors-such as orange shades that evoke images of sunrise and
sunset. Flame red continues to be a favorite for sports cars, while red
combined with blue is the color of luxury. Blue mixed with violet is becoming
the new "in" color in Asia.
Mathia pointed out that, while automotive color trends are often related
to color trends in other market segments such as fashion, the relationships
are not as direct and relevant as some consumers expect. "Colors preferences
depend on many factors, including the object's purpose, its surface and
texture, its use and many other considerations," Mathia said. "The colors
of fabrics and leathers used in the interiors of cars, for example, are
not the same as the car's exterior finish, but clearly they must complement
the finish. On the other hand, the colors used for apparel, household
appliances and countless other applications must meet entirely different
consumer needs and specifications."
Another difference between developing colors for automobiles and other
uses is the lead-time. "The car colors we're talking about today may not
be seen on the road for two or more years, while wardrobe colors can change
dramatically every spring or fall," said Mathia.
"No matter how we look at it, color will always be a major factor for
car owners," said Mathia. "At BASF we draw on our extensive color expertise
and our global perspective to help our OEM customers develop colors that
inspire consumers and respond to their emotional needs."
Click
here to view more news headlines.
E-mail this page to a friend 
|
|
Changing
Jobs? View Homes for Sale
Nationwide
Post
Chemical Jobs
 
News / Resources
- Engineering plastics
from BASF replacing metal in ...
- First-Line
Supervision, Fourth Edition
- Free
Career Test
- Thinking
about going back to school?
- All this Months News
Copyright - Unless
otherwise stated all
contents of this web site are © 1998/2005- JOBWERX.COM.
Easy as
1, 2, 3
Create
on-line tests,
quizzes, assessments and exams in minutes!
|
