AD&P; > September 2014 > NOTABLE
18
"Unpretentious
Beauty"
That phrase is one that is used by the BASF
Color Excellence Group ( basf.com ) for what they
anticipate will be the prevailing automotive color
trends through 2018. While their recent research
looked at Asia-Pacifc, Europe, and North America,
this term is most germane to the North American
market. The researchers indicate that there is a
growing relevance to the so-called "fyover states,"
those not on either coasts, areas that are sometimes
not considered to be generally infuential. But they
think that the colors that are associated with those
areas are going to become increasingly important to
society at large.
Speaking to the color pallet, Paul Czornij, Technical
Manager for the BASF Color Excellence Group,
said, "The colors we've chosen will highlight a car's
beauty and create a strong color memory while
refecting both the driver's desires and the North
American consciousness."
The key colors they've determined that should be
big in North America in 2018 are:
• La Garra Charrua. A light blue color that is
resonant of the prairies.
• Haymaker. No, not hay per se, but an orange
that might seem dirty, but has the rust hue of an
aging factory.
• Fitted Green. A soft color like a mown lawn
• Gray Elevator. A dark silver more related to a
city.
• Take 10,000. Brownish but with a bit of sparkle.
u The colors that the BASF Color Excellence Group
thinks will be key to automotive in 2018.