Using Color to Inspire and Delight

by Rachel Crippin Clark

To say she’s an international color guru seems like an understatement. Her official titles are executive director of the Pantone® Color Institute and director of the Eiseman Center for Color Information & Training. But to so many in the home and housewares industry, she’s simply known as a rock star.

For more than 20 years, Eiseman has combed the world for new color influences and led an expert team in selecting Pantone’s Color of the Year, as well as palettes in the annual Pantone View Home + Interiors forecast. The author of 10 books, she’s a trusted advisor to countless companies on how to make the best color choices for product development, branding, interior/ exterior design, fashion, cosmetics and anyone looking for color advice.

Eiseman is currently working on the 2024 home forecast, but we sat down with her to get her insights on the world of color today, as well as specific tips for retailers.

“Consumers are much more color-savvy than ever before,” says Eiseman. So that means retailers have both huge responsibility and huge opportunity when it comes to being educated on color. “The more you know about color, the more confidence your consumer will have in you,” she asserts. “You want consumers to see you as the person they can lean on for good advice.” But too often, “retailers tend to get so mired down in housewares merchandise that they don’t get out and look at the big picture (of what’s trending in other industries).”

Eiseman constantly keeps her eye on many different industries, including fashion, art, entertainment, industry, technology, science and travel. She says the film industry today is an even bigger influence on color than ever before. These days, she’s also closely watching gaming and technology.

Some may question, for instance, how the deep, rich tones on the popular Netflix show “Outlander” may influence consumers’ color preferences. “Trust me, even if the consumer is not overtly aware of being influenced by (colors they see), they are,” she says. “It often pays to study color in high-end or high-tech brands such as automobiles, as color selection often trickles down to less expensive consumer products.”

After two years of the COVID-19 pandemic, consumers are “feeling freer to be a little more experimental with color,” Eiseman said.

An early indicator of that trend was Pantone®’s Color of the Year 2022—Very Peri. For the first time, Eiseman says they opted to create a new color to symbolize consumers’ new realities and changing points of view. This new hue has a courageous presence that encourages personal inventiveness and creativity. But that doesn’t mean consumers are going to go out and buy all new home and housewares products in different colors, even if they can afford it. “We’re less of a throwaway society these days,” says Eiseman. “A retailer’s challenge is helping consumers see how they can integrate something new into what they already own.” She suggests looking for ways to incorporate fresh, new products or even inexpensive display items that add “sparkle” or pop. One example might include adding eye-catching periwinkle stemware to a tabletop display featuring neutral stoneware dishes.

According to Eiseman, color also offers a wonderful opportunity to connect with consumers on an emotional level since “emotions are running high” after two years of health, economic and political uncertainty around the world. People are looking for an emotional outlet, but it’s important to recognize that everyone isn’t experiencing the same emotions, says Eiseman. There are people looking for excitement and drama, and then there are those looking for comfort and calm. That’s why the Pantone View Home + Interiors trend forecast always offers multiple color palettes. It’s then up to companies to get to know their target market so they have an idea of what they’re feeling and which color direction to take. Further evidence of color’s emotional pull, Eiseman cites the “dopamine dressing” concept currently trending in the fashion industry. The idea is that consumers are looking to clothing to boost their moods, and this has led overwhelmingly to more color (often bright and bold) and dressier styles. Take note: Trends in the fashion world often give way to housewares as well, says Eiseman.

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Concerned about how your color choices will be received in different parts of the world? Don’t worry so much, says Eiseman. It used to be quite easy to identify regionalized trends, but now there are so many influences coming from so many different parts of the world—and we all have access to them online. “It’s as if the world of color has become one great big melting pot,” she says. “It’s so interesting to me how universal color has become.”

That doesn’t necessarily mean that all cultural beliefs about color have fallen by the wayside, but younger consumers in general have less concern about traditional rules. “Be careful of generalized statements (about what to use or not use in certain countries),” Eiseman advises. “I do think you should be aware of national or regional influences, but make sure to factor in the context in which colors will be used and the age group you’re targeting.” |•

Your place for color trends in the home and housewares industry.

Lee Eiseman Keynote Address: Monday, March 6

Pantone® ColorWatch Display: All Show days and hours

Connect with Lee: LeatriceEiseman.com