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