BASF Color Designers Present Global Trend Report

SOUTHFIELD, Mich., July 12 2011 /PRNewswire/ -- BASF Coatings today announced that its international design team is presenting its global trend report. In the report, the color experts from Asia, North America and Europe are providing a forecast of the automotive colors of the future. The prognosis is based on in-depth research of social developments and fashion trends. The BASF color designers travel to key trade shows in the textile and furniture sectors to determine the future trends, incorporating socio-political, interior design, architecture, technology and pop culture into recommendations.

Global trends are expressed by different colors, depending on the region. People from various regions often have different color perceptions that are influenced by culture. There is no one single global megatrend.  

So what colors will dominate our roads in the future? And on what social changes will they be based?

"Green luxury" is not an oxymoron

The ecology movement is continuing throughout the globe. However, there is a shift from ecological activism to more realistic approaches. Ecological goals have a greater significance, since people are taking a harder look at the consequences of their behavior. As a result, the image of ecology is changing. Prosperity – even luxury – and ecology are no longer perceived as mutually exclusive concepts. Quite the opposite: ecological thinking and action is recognized and widely accepted.

This type of connection can also be observed among the colors in North America. The trend toward blues is continuing. Earth tones reflect the new ecological awareness. The new impression of "green luxury" appears in combination with a subtle or significantly reduced sparkle. This trend is also embodied by the colors mushroom, mint, or broken white.

Symbiosis between humans and technology

Our world is marked by rapid technological progress. Future technologies change our everyday lives and become natural companions. Humans and technology are coming closer together.  

For this reason, colors have a very artificial effect. On the other hand, they are also derived from humans, as exemplified by skin-toned silver. New color directions represent a fascinating uniqueness. We will be able to see colors like LED blue, brilliant turquoise, sparkling black, or bright red in the future. Matte finishes especially reinforce the technical impression.

Diversity of people and colors

Migration, diversity, and cultural identity are shaping the image of society.  Cultural diversity is also accompanied by a new type of color.

Starting with various browns with subtle effects that connect to home and one's own roots, the trend is also moving toward exotic and bold, brilliant colors such as yellow, violet and emerald.

Emphasizing uniqueness

Another driving force among the trends is individualism. Many people want to move a bit closer to the essence of their personalities and are developing themselves in more individualistic ways – embedded in a collective context. The desire to distinguish oneself from the masses and express one's own individuality is gaining in importance.

This is expressed in the colors that stand for something new or unique – colors people talk about together and that didn't exist in this manner previously. The drive towards this innovation is based in two areas, the coatings technology as well as the colorants used to combine and bring out the special properties. Our design departments work closely with the technical groups to identify the products showing the greatest promise in color. We then partner to bring these colorants and technologies to market by identifying their feasibility ranges and bring about colors previously unattainable.

New website now available

Now, with a click of the mouse, anyone can visit the world of colors and discover the realm of the color designers. The new website takes visitors on a virtual tour through the work and presentation rooms of the BASF Coatings' Design Studio in Munster. To start exploring, go to www.colordesign.basf.com.

Press Photo:
http://www2.basf.us/corporate/pressphotos/07082011_ColorTrend1.jpg

Suggested Caption:
Green luxury: Pictured are the new BASF color trends brown, mint and indigo.

Press Photo:
http://www2.basf.us/corporate/pressphotos/07082011_ColorTrend2.jpg

Suggested Caption:
Humans and technology: BASF designers use brilliant turquoise, bright red, and colored silver to evoke the trend in technology and human beings

Press Photo:
http://www.basf.us/pressphotos/07082011_ColorTrend3.jpg

Suggested Caption:
Uniqueness: Unique colors and combinations are achieved in beige and "greige", a mixture of gray and beige

About BASF Coatings

BASF Coatings, the Coatings Division of the BASF Group, develops, produces and markets a high-quality range of innovative automotive OEM coatings, automotive refinishes and industrial coatings as well as decorative paints. BASF has significant market positions in the Coatings sector in Europe, North America, South America and the Asia/Pacific region. In 2010 BASF Coatings achieved global sales of almost 2.6 billion Euros. The internet address of BASF Coatings is www.basf-coatings.com. You can download a copy of BASF customer magazine Coatings Partner from www.coatingspartner.com

About BASF

BASF is the world's leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products, and agricultural products to oil and gas. As a reliable partner BASF creates chemistry to help its customers in virtually all industries to be more successful. With its high-value products and intelligent solutions, BASF plays an important role in finding answers to global challenges such as climate protection, energy efficiency, nutrition and mobility. BASF posted sales of more than euro 63.9 billion in 2010 and had approximately 109,000 employees as of the end of the year. Further information on BASF is available on the Internet at www.basf.com or in the Social Media Newsroom at newsroom.basf.com.

SOURCE BASF