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WELCOME TO OUR TREND FORECAST

On behalf of the Sherwin-Williams DesignHouse team, we’re thrilled to introduce our latest trend forecast, created to inspire and influence industrial, product and CMF designers. Our comprehensive report strategically reflects color collections of the future.


SERVICES & WORKSHOPS - half-day or full-day sessions, customized up to 5 days Color Palette Analysis Color Collection Curation Workshop Color Marketing & Merchandising Color Development Workshop

Trend Forecast Presentations Trend Development Workshops Trend Methodology Seminars Custom Industry & Product Trend Directions

INTRODUCING OUR LATEST TREND FORECAST The world has endured so much since we released our first forecast last September. Lately, I’ve been thinking about the effects of these dramatic changes and how they impact ourselves, our communities and our world. In search of stability, color is my constant. Although color is always shifting and transforming, its influence on purchasing behavior and design remains unchanged. The color collections in this year’s Trend Forecast originate from entangled, mega catalysts that distill to macro-level facets, like technology, community and sustainability. These color collections, which include material, texture and pattern effects, translate to various industries, consumers and products, and can be extracted to create marketable trends.

A true trend is backed by science and data, and originates from global and societal insights. Through our six-step forecasting process that includes trend management, identification and research, analysis, watching, spotting, and reporting and application, we present the newest DesignHouse Trend Forecast. These collections of individual and complementary colors reflect future trends that will serve the next 3-5 years. Colorfully,

Kiki Redhead, CMG Global CMF & Trend Manager, DesignHouse

To schedule a Trend Forecast experience for your team, contact your Sherwin-Williams representative or email us directly at swdesignhouse@sherwin.com.

COUNCIL MEMBERS Chelsea Hagel Marketing Communications

Elizabeth Hurst Market Research

Amanda Pevito R&D Chemist

Rachel Schwen Color Scientist

Jacob Kostelnik Video & Photo Manager

Grace Berry Senior Writer & Editor

Leah Novotny CMF Designer

PROGRAM SUPPORT Olivia Cavataio Market Segment Specialist

Adam Neff Creative Services Manager

Sammy Morgan Marketing Coordinator

Justin Carolyne Graphic Designer


TREND FORECAST

O W N


ADAPTER

ALCHEMIST

ADVOCATE


I OWN, WE OWN, ALL OF US OWN. I must take ownership of my thoughts and actions, To evolve my individuality and adaptability.

We, collectively, create our own community, Constructing, nurturing and owning connections. All of us own up to our responsibility, To better our environment, our people, our planet.


EXPERIENCE OWN

CATALYSTS

Culture

Ethics

Science

Wellbeing

Beliefs

Government

Sustainability

Transparency

Economy

Humanity

Technology

Uncertainty

Environment

Society

Engineering

Trust


THE ADAPTER Adapter accelerates at warp speed, with science and experiential technology integrated into every facet of life. Their foundation is built on the ability to balance personal wellness and authenticity with change and resilience.

Name: Ashraf Occupation: Design Engineer at Medical Device Company Age + Generation: 38, Xennial Birthplace: Kabul, Afghanistan Current City: Boston, MA, United States Education: Master’s Degree in Engineering

RECOGNIZES

THINKS

how fortunate life’s journey has been after escaping the phone-less mud house in Afghanistan; fleeing to India, where pagers and cell phones were prominent; and attending Gymnasium in Germany, where smartphones started to emerge

consciously about the past and appreciates the sacrifices the family has made to find peace, security and autonomy with hopes to “pay it forward” in the future by bringing smart technology to areas of the world that need it most

LAUNCHES a career, after earning a master’s degree in the United States, inspired by design and technology with a genuine desire to make dad (a scientist) proud

APPRECIATES all cultures and societies, and their respective adoptions of technology – from desktop computers to artificial intelligence – after living in various countries with vastly different governments, economies and education systems

WITNESSES the harsh realities of the post-pandemic world, and recognizes that remote areas of Brazil and Peru could benefit from innovative medical devices and skilled medical technicians

DEVOTES time, resources and skills to helping people in these remote areas of South America, introducing science and medical care to those hit hardest by the pandemic

EXPERIENCE ADAPTER


INFLUENCES Experiential, Integrated Technology, Autonomy, Individual Resiliency, Mental & Physical Health, Change – Societal and Governmental, Authenticity, Truth, Connection – Self, Wi-Fi, SMART, Remote Work, Privacy, Irony

INDUSTRIES Architectural Products, Building Products, Furniture, Packaging, Transportation, Aerospace, Automotive, Powersport, Appliance, Electronics, Medical Device, Technology


SENSORIUM

RESILIENCE

PSYCHE

FILTERED FATE

INTERFACE

AUTHENTICITY

ADAPTER COLORS A human-centered collection that embraces modification and adaptability, the colors shift to accentuate their surroundings. Sophisticated metallics that move through light – natural and artificial – morph from soft organic green to virtual violet. The clean sparkle of white ignites new existence. Balanced by the unfailing authenticity of navy, these colors personify technology and science, exposing their ability to be filtered or semi-transparent, real or illusory.

METAMORPHOSIS


ADAPTER INDUSTRIES

ARCHITECTURAL PRODUCTS BUILDING PRODUCTS FURNITURE PACKAGING

TRANSPORTATION AEROSPACE AUTOMOTIVE POWERSPORT


APPLIANCE ELECTRONICS MEDICAL DEVICE TECHNOLOGY


THE ALCHEMIST Creating connections within the local community constructs the Alchemist. They promote collective care, homegrown living and hand-crafted designs, cultivating meaningful exchanges of nourishment and knowledge.

Name: Robin

Name: Mika

Occupation: Organic Farmer

Occupation: Student

Age + Generation: 63, Baby Boomer

Age + Generation: 10, Gen Alpha

Birthplace & Current City: Skåne, Sweden

Birthplace: Stockholm, Sweden

Education: Agricultural Trade School

Current City: Skåne, Sweden

Relation: Grandparent

Education: Compulsory School Relation: Grandchild

BELIEVES

BELIEVES

in nourishing and enriching the community through agriculture, reminding the people of Skåne that nothing compares to the taste of a homegrown sugar beet

in the importance of family and knows that’s why their parents moved cities to be closer to grandma and grandpa

ACKNOWLEDGES

how freeing it is to ride bikes, run through the farm’s fields and roll down its hills without pretending to do so in the city flat the family used to own

how fortunate the family is to have survived the pandemic, despite the sudden changes it brought upon them

FEELS grateful to have their son, daughter-in-law and grandchildren living in Skåne, although the move was catapulted by job loss at the Swedish design agency in the city

ENCOURAGES their son and daughter-in-law to harness the creativity they exuded at the design agency by opening a community-centric shop that sells flowers, handmade gifts, furniture and decor

ACKNOWLEDGES

FEELS secure about family and home but occasionally wonders about the future – what happens if there’s another pandemic?

ENCOURAGES mom and dad to sell more toys in the shop because there aren’t any toy stores in the community, and kids like to shop too

RECOGNIZES

RECOGNIZES

how lucky they are to have parents who know how to build things and grandparents who know how to grow crops

their children’s commitment to family and the community as a testament to fruitful parenting

CRAVES

CRAVES

to be 15 – the age when delivering flowers on the shop’s cargo bike is allowed – for now, it’s sister’s job

spending time with their grandchildren to teach them about farmscaping and how important insects are to the farm

UNDERSTANDS the importance of having a community

EXPERIENCE ALCHEMIST


INFLUENCES Community, Natural, Food, Homegrown, Craft, Compassion, Sharing, Enrichment, Nourishment, Comfort, Nurture, Metallurgy, Carpentry, Education, Knowledge, Learning

INDUSTRIES Appliance, Architectural Building Products, Plumbing Fixtures, Interiors, Furnishings, Outdoor Lifestyle, Consumer Goods, Packaging, Agricultural Equipment


BE MY NEIGHBOR

FOR[A]GE

RURBAN

THE PAPER BAG

ENRICHED

GRASSROOTS

ALCHEMIST COLORS Organic hues, centered around the hyperlocal surroundings of rurban communities, combine cooperative colors that represent nature and nurture, compassion and unity. Corten steel, brick and clay tones are reminiscent of old factory buildings, barns, and small-town, downtown retail shops. Golden harvest and grassy green pay tribute to farmscaping – the cultivation and sharing of food. These community-centered colors embody a collective good, living in harmony with one another.

UKUMBI


ALCHEMIST INDUSTRIES APPLIANCE ARCHITECTURAL BUILDING PRODUCTS PLUMBING FIXTURES

INTERIORS FURNISHINGS OUTDOOR LIFESTYLE


CONSUMER GOODS PACKAGING AGRICULTURAL EQUIPMENT


THE ADVOCATE To the Advocate, silence means agreement. Even during times of uncertainty, they use their platform to heighten awareness about world issues and take action, in hopes of unifying and improving the Earth and humanity.

Name: Hatsu

Name: Toni

Name: Hayden

Occupation: Assistant Store Manager

Occupation: Senior Product Manager

Occupation: Assistant Product Analyst

Age + Generation: 18, Generation Z

Age + Generation: 62, Baby Boomer

Age + Generation: 30, Millennial

Current City: Tokyo, Japan

Current City: Detroit, MI, United States

Current City: Toronto, Canada

Education: First Year at University

Education: Master’s Degree in Environmental Science

Education: Bachelor’s Degree in Industrial Design

ENTERS

DEVELOPS

HARNESSES

the world in the age of technology, and encourages friends and family to store and protect data in the cloud

sense of self during the civil rights and anti-war movement, believing that peace, love and harmony can remedy all

BELIEVES

ADVOCATES

the opportunity to make the world a more sustainable place, postpandemic, by helping to design eco-friendly consumer goods

in the right to privacy – from banks statements to post-pandemic health records – to achieve the highest sense of security

for equal rights, peace and pollution mitigation by organizing peaceful protests at the state capital

ADVOCATES

all energy toward combatting climate change; feels strongly about global warming and the harmful effects it has on the planet

for diversity in the workplace, as inclusion and trust are essential to feeling secure at work

PROMOTES the use of unbiased hiring tactics by removing gender-coded language from job descriptions

CHANNELS

EDUCATES environmental studies students about the Anthropocene Epoch – the human impact on our ecosystems – and how it changed during the pandemic

EXERCISES sustainable habits in all aspects of life but has a passion for upcycling furniture and water conservation

USES their voice on social media to spread knowledge about recyclability, trash mining, energy efficiency and reducing carbon footprint

ADVOCATES for preservation of natural resources by joining a nonprofit aimed at water conservation

EXPERIENCE ADVOCATE


INFLUENCES Climate, Upheaval, Sustainability, Infrastructure, Global, Natural Disaster, Causes – Political And Societal, Rebirth, Preservation, Conservation, Reduce, Reuse, Recycle, Uncertainty, Anxiety

INDUSTRIES Consumer Goods, Consumer Electronics, Medical Device, Appliance, Interiors, Furnishings, Retail, Racks, Automotive, Energy/Tech


ANTHROAPOLOGY

PHOENIX RISING

EQUALITY

TRASH MONEY

REWILDING

UNCERTAINTY

ADVOCATE COLORS A living, life-centered collection thrives at the intersection of humanitarian and environmental causes. Cool, fluid, water-like colors symbolize conservation and preservation. Burning flames of neon red-orange light the fire to fight for what is right, leaving ash in its wake, transitioning to reformation and renewal. Anchored by equality and rooted in uncertainty, the colors run deep, dark and into the unknown, but light fresh colors liken a new life.

A-LICHEN-ING


ADVOCATE INDUSTRIES

CONSUMER GOODS CONSUMER ELECTRONICS MEDICAL DEVICE

APPLIANCE INTERIORS RETAIL FURNISHINGS


RACKS AUTOMOTIVE ENERGY/TECH


ADAPTER

ALCHEMIST

SENSORIUM

RESILIENCE

PSYCHE

FILTERED FATE

INTERFACE

AUTHENTICITY

CLICK COLORS TO EXPLORE

BE MY NEIGHBOR

METAMORPHOSIS

ENRICHED

FOR[A]GE

GRASSR


ROOTS

ADVOCATE

RURBAN

THE PAPER BAG

UKUMBI

ANTHROAPOLOGY

TRASH MONEY

REWILDING

PHOENIX RISING

UNCERTAINTY

EQUALITY

A-LICHEN-ING


TRENDS PROGRAM COLOR EVOLUTION REDS 2019+ ACCEPTANCE

REBEL HEART

TAKE ACTION

PSYCHE

BE MY NEIGHBOR

UKUMBI

2020+

ORANGES 2019+ NOURISH

2020+ RURBAN

PHOENIX RISING

YELLOWS 2019+ STAY GOLDEN

2020+ ENRICHED

THE PAPER BAG

GREENS 2019+ HAVEN

GROW UP!

TAG, YOU’RE IT!

METAMORPHOSIS

A-LICHEN-ING

GRASSROOTS

2020+

ESSENTIAL SELF


Explore a study of the evolution of colors from A Spark of Familiarity, the previous color trend forecast, to new introductory colors within Own.

BLUES 2019+ TECHNO ELECTRO

PERSPECTIVE

IN THE MIDST

HIGH HOPES

BEYOND STELLAR

FILTERED FATE

TRASH MONEY

REWILDING

ANTHROAPOLOGY

RESILIENCE

2020+

VIOLETS 2019+ MOVEMENT

BOOTES VOID

2020+ METAMORPHOSIS

WARM NEUTRALS 2019+ IN TOUCH

SHINRIN-YOKU

NUDETRALITY

INTERFACE

FOR[A]GE

EQUALITY

2020+

COOL NEUTRALS 2019+ URBANEYES

2020+ SENSORIUM

UNCERTAINTY

AUTHENTICITY

MARIANA’S TRENCH


CONTACT US

website: designhouse.sherwin.com email: swdesignhouse@sherwin.com instagram: @swindustrialdesign

TREND FORECAST VOL. 2 2020 The Sherwin-Williams Company GI-233391-01 9/20

Profile for Sherwin-Williams

Sherwin-Williams Industrial Colors Trend Forecast  

Our latest trend forecast was created to inspire and influence industrial, product and CMF designers. These collections of individual and co...

Sherwin-Williams Industrial Colors Trend Forecast  

Our latest trend forecast was created to inspire and influence industrial, product and CMF designers. These collections of individual and co...

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