11 December 2016

Denim Drift is AkzoNobel's Colour of the Year for 2017

Source: AkzoNobel. From left: Farhan Akhtar, Brand Ambassador, Dulux, Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel South Asia Cluster, Jeremy Rowe, MD, AkzoNobel Decorative Paints, South East & South Asia, Middle East, Shraddha Kapoor, Brand Ambassador, Dulux, unveiled Denim Drift as the Colour of the Year for 2017.
Source: AkzoNobel. From left: Farhan Akhtar, Brand Ambassador, Dulux, Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel South Asia Cluster, Jeremy Rowe, MD, AkzoNobel Decorative Paints, South East & South Asia, Middle East, Shraddha Kapoor, Brand Ambassador, Dulux, unveiled Denim Drift as the Colour of the Year for 2017.

AkzoNobel, the global paints and coatings company and a major producer of specialty chemicals as well as the makers of Dulux paints in India, has declared Denim Drift as the Colour of the Year for 2017.

As a part of the 14th edition of AkzoNobel's annual global study ColourFutures, Farhan Akhtar and Shraddha Kapoor, brand ambassadors of Dulux in India, unveiled Denim Drift and its overriding trend: Life in a New Light.

Every year, AkzoNobel's colour experts, international trend watchers and authorities from various fields of design come together at the company's Global Aesthetic Center to research and identify the social and design trends that will influence consumers in their colour and interior decoration choices for the coming year. The brand's overriding theme for the year ahead encourages consumers to celebrate a new look on the simple things that make life worth living.

"As the world changes, people are taking a fresh look at the everyday essentials of life - our family and friends, work, connecting with nature and the pleasure of experiences. It is befitting that Life in a New Light is the driving influence for 2017 and is seen in all our colour trends for the year," said Jeremy Rowe, MD, AkzoNobel Decorative Paints, South East & South Asia, Middle East.

"Blue is the colour of life, of everyday life," he added. "It is also a colour that is soothing and restful. Denim Drift seems to best describe the trend as the chosen shade appears to drift from being definitely indigo blue to a lighter blue-grey named Smoke Grey in our colour catalogues."

According to Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel South Asia Cluster, "Dulux has been delivering essential colours to consumers in India through its range of innovative and best-in-class interior and exterior paint products. Denim Drift will be available via the Dulux range of interior and exterior paints, so that consumers can make it an essential part of their lives in 2017. The Colour of the Year 2017 and the complementing colour palette featuring a spectrum of blues and tones is a truly accessible paint palette that can be easily translated into architecture and interior decorating."

"The Colour of the Year 2017, Denim Drift, is an essential part of our everyday palette," said Farhan Akhtar, Brand Ambassador, Dulux. "When teamed with rich shades it will bring your walls to life and exude energy. With lighter tones it will bring a cool, calming and airy feel."

"Denim Drift is the must-have colour of 2017," observed Shraddha Kapoor, Brand Ambassador, Dulux. "It is truly adaptable, fitting into all life and interior styles, making it the perfect choice for reflecting the mood for 2017. Rightly observed by the team researching the colour trend blue is the colour of life, of everyday life. It is familiar and yet new."

Source: Pantone. Niagara.
Source: Pantone. Niagara.
The choice of Denim Drift mirrors Pantone's selection of Niagara, described as a denim blue, as one of the major colours for spring 2017. Pantone's 2017 colour is a green, however. Unveiled on December 8, PANTONE 15-0343 Greenery as the PANTONE Color of the Year selection for 2017. The yellow-green shade evokes the first days of spring when nature’s greens revive, restore and renew, Pantone said.

“While Serenity and Rose Quartz, the PANTONE Color* of the Year 2016, expressed the need for harmony in a chaotic world,” said Leatrice Eiseman, Executive Director of the Pantone Color Institute “Greenery bursts forth in 2017 to provide us with the hope we collectively yearn for amid a complex social and political landscape. Satisfying our growing desire to rejuvenate, revitalise and unite, Greenery symbolises the reconnection we seek with nature, one another and a larger purpose.”

Source: Pantone. Greenery.
Source: Pantone. Greenery.
Pantone points to the embracing of Greenery as an innate craving to be immersed in the physical beauty and inherent unity of the natural world. The company notes that the colour is emerging in urban planning, architecture, lifestyle and design choices globally, and called Greenery emblematic of the pursuit of personal passions and vitality.

“The tangy yellow-green speaks to our desire to express, explore, experiment and reinvent, imparting a sense of buoyancy,” said Eiseman. “Through its reassuring yet assertive vibrancy, Greenery offers us self-assurance and boldness to live life on our own terms, during a time when we are redefining what makes us successful and happy.”

In this spirit of reconnection, exploration and belonging, Pantone has partnered with Airbnb - a community marketplace that provides access to unique accommodations and experiences around the globe - to bring Greenery to life through an experience in early 2017. The collaboration, a first of its kind, was inspired by Pantone’s vision for Greenery and Airbnb’s community that connects travellers to magical experiences.

Where Greenery dominates:

Innovation
While often associated with environmentalism and nature, Greenery is also a unifying thread in tech and innovation because of its association with boldness, vigour and modernity, Pantone said. Many new apps, animation iconography and digital-first startups express this energy by using the riveting and attention-getting shade of green in their logos. Conveying progression and a pioneering spirit, Greenery portrays an entrepreneurial essence that aligns with the industries that have embraced it.

Fashion
The hue is a natural complement to a wide range of palettes. It provides a pop of colour in accessories and footwear, or as acts as a bold accent in a pattern. Prominent in fashion for men and women, as seen in the recent collections of Kenzo, Michael Kors, Zac Posen, and Cynthia Rowley, Greenery has also been shown in a variety of solids and prints in children’s wear.

Home d├ęcor and architecture:Adding Greenery through living walls, terrariums, botanically-themed wallpaper, paint, accent furniture and decor provides respite and breathing space while creating the illusion of nature indoors.
Bringing the outside in, the shade - like the plant life it represents - can improve self-esteem, reduce anxiety and heighten awareness of one’s surroundings, Pantone says.

Beauty
Greenery is deployed as a chic, confident punch of colour for hair, lips, eyes and nails. It is also a camouflaging base for natural beauty looks, with green makeup rooted in colour-correcting trends. A complementary colour to red shades, Greenery plays down ruddiness in the skin.

Food and beverage
Greenery is prominent in many health food trends today, including matcha, seaweed and avocado, while the growth of urban agriculture and indoor vertical farms brings the essence of Greenery to unexpected places. On the table, Greenery plates and chargers provide an appetising backdrop for food – making dishes pop and appear fresher. Greenery is also often used in design for the hospitality and culinary industries to convey organic healthfulness, PANTONE adds.

Graphic design
Because of green’s prevalence in nature, it maintains a perception of being inherently good for you and organic. People respond on a visceral level to the hue, making the eye-catching Greenery an ideal shade for many applications of graphic design. This is especially true for packaging, where the sight of Greenery provides an instant message of freshness.

The Color of the Year selection process requires thoughtful consideration and trend analysis. To arrive at the selection each year, Pantone’s colour experts at the Pantone Color Institute comb the world looking for new color influences. This can include the entertainment industry and films in production, traveling art collections and new artists, fashion, all areas of design, popular travel destinations, as well as new lifestyles, playstyles and socioeconomic conditions. Influences may also stem from new technologies, materials, textures and effects that impact colour, relevant social media platforms and even up-coming sporting events that capture worldwide attention.

For 17 years, Pantone’s Color of the Year has influenced product development and purchasing decisions in multiple industries, including fashion, home furnishings and industrial design, as well as product packaging and graphic design.

Past selections for Color of the Year include:

PANTONE 15-3919 Serenity and PANTONE 13-1520 Rose Quartz (2016), a combination of pink and bright blue
PANTONE 18-1438 Marsala (2015), a deep red
PANTONE 18-3224 Radiant Orchid (2014), a reddish purple
PANTONE 17-5641 Emerald (2013), a shade of green
PANTONE 17-1463 Tangerine Tango (2012), a reddish orange
PANTONE 18-2120 Honeysuckle (2011), a reddish pink
PANTONE 15-5519 Turquoise (2010)
PANTONE 14-0848 Mimosa (2009), an orangey yellow
PANTONE 18-3943 Blue Iris (2008), a purplish blue
PANTONE 19-1557 Chili Pepper (2007), a classic red
PANTONE 13-1106 Sand Dollar (2006), a light beige
PANTONE 15-5217 Blue Turquoise (2005), a teal
PANTONE 17-1456 Tigerlily (2004), a reddish orange
PANTONE 14-4811 Aqua Sky (2003), a light teal
PANTONE 19-1664 True Red (2002)
PANTONE 17-2031 Fuchsia Rose (2001), bright pink
PANTONE 15-4020 Cerulean (2000), a faded blue

Pantone shared the PANTONE Fashion Color Report Spring 2017 edition in September, including Greenery as one of the picks. The semi-annual PANTONE Fashion Color Report is published for the fashion industry by the colour experts at the Pantone Color Institute, and features the top 10 colours in fashion.

“One of the things that we saw this year, was a renewed sense of imagination in which colour was appearing in context that was different than the traditional,” said Leatrice Eiseman, Executive Director of the Pantone Color Institute at the time.

Source: Pantone. Primrose yellow.
Source: Pantone. Primrose yellow.
“Reminiscent of the hues that surround us in nature, our Spring 2017 Fashion Color Report evokes a spectrum of emotion and feeling. From the warmth of sunny days with PANTONE 13-0755 Primrose Yellow to the invigorating feeling of breathing fresh mountain air with PANTONE 18-0107 Kale and the desire to escape to pristine waters with PANTONE 14-4620 Island Paradise, designers applied colour in playful, yet thoughtful and precise combinations to fully capture the promises, hope and transformation that we yearn for each spring.”

The top colours for spring 2017 fashion are:

PANTONE 17-4123 Niagara
Niagara leads the PANTONE Fashion Color Report as the most prevalent colour for spring 2017. Niagara is a classic denim-like blue that speaks to our desire for ease and relaxation.

PANTONE 13-0755 Primrose Yellow
Primrose Yellow sparkles with heat and vitality. This yellow shade takes us to a destination marked by enthusiasm, good cheer and sunny days.

Source: Pantone. Lapis blue.
Source: Pantone. Lapis blue.
PANTONE 19-4045 Lapis Blue
Conveying even more energy is Lapis Blue. Strong and confident, this intense blue shade is imbued with an inner radiance.

PANTONE 17-1462 Flame
A red-based orange, Flame is gregarious and fun loving. Flamboyant and vivacious, this theatrical orange shade adds fiery heat to the spring 2017 palette.

Source: Pantone. Island Paradise.
Source: Pantone. Island paradise.
PANTONE 14-4620 Island Paradise
Island Paradise is a blue green shade that speaks to our dream of the great escape.

PANTONE 13-1404 Pale Dogwood
Pale Dogwood engenders an aura of innocence and purity. Pale Dogwood is a subtle pink which infuses a healthy glow.

PANTONE 15-0343 Greenery
Greenery is a tangy yellow-green that speaks to our need to explore, experiment and reinvent. Illustrative of flourishing foliage, Greenery signals one to take a deep breath, oxygenate and reinvigorate.

Source: Pantone. Pink yarrow.
Source: Pantone. Pink yarrow.
PApNTONE 17-2034 Pink Yarrow
Tropical and festive, Pink Yarrow is a whimsical, unignorable hue that tempts and tantalises. Bold Pink Yarrow is a captivating and stimulating colour that lifts spirits and gets the adrenaline going.

PANTONE 18-0107 Kale
Kale is another foliage-based green that conjures up a desire to connect to nature, similar to the more vivacious Greenery. This natural green shade provides the perfect complementary background to the more vibrant tones in the palette.

PANTONE 14-1315 Hazelnut
Rounding out the spring 2017 colors is Hazelnut, a key neutral for spring. This shade brings to mind a natural earthiness. Unpretentious and with an inherent warmth, Hazelnut is a transitional colour that connects the seasons.

Source: Pantone. Hazelnut.
Source: Pantone. Hazelnut.
The colours featured in the PANTONE Fashion Color Report and selected as the Color of the Year are taken from the PANTONE Fashion, Home + Interiors Color System, a recognised colour standards system for fashion, textile, home and interior design. To compose the report Pantone evaluated color sections by fashion designers showing collections at New York Fashion Week and other global shows to collect information on prominent collection colours, evaluating colour trends. The PANTONE Fashion Color Report serves as a reference tool throughout the season for fashion enthusiasts, reporters and retailers.

*Pantone broke with tradition in 2015 by announcing two colours for Color of the Year, instead of one.

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