The annual launch of Colour Futures is the most important date in the Dulux calendar. Every year, a panel of experts gather together at a specially selected location in the Netherlands to discuss global issues, forecast trends and paint a picture of what life will be like for consumers in the next 12 months. Their aim? To transform this picture into colour, through the Colour of the Year and accompanying colour palettes, helping consumers bring a splash of colour into their homes.
It’s a unique, meticulous and – you might be surprised to learn – emotional process. At the heart of it is Heleen Van Gent, Creative Director of AkzoNobel's Global Aesthetic Centre since 2009. Here, Heleen offers us a look back at 17 years of Colour Futures...
At AkzoNobel, we both want and need to know the colour preferences of our consumers before they even know it themselves. Colour Futures is about designing colour collections for the future and, as a commercial company, we need to know that these collections will be spot on and that our consumers will appreciate them.
Every year, I invite 10-15 people from all over the world, varying from leading journalists in China to pioneering designers from Brazil. I ask them to share what they think is going to influence the consumer in the coming years – the way they live and work, what will make them happy and what will keep them awake at night. I ask them what our world will look like in years to come.