Close
 

Using colour to identify customer preferences

  • Opinion
  • March 15, 2016
  • Piritta Törrö
Using colour to identify customer preferences

“Many people have asked me over the years where I get my inspiration for the color forecasts I do each year at the show,” says Eiseman.  “There is a fundamental group of moods that you can go back to, a thread that runs through.  Identifying these major lifestyle moods will help you to both understand and appeal to varying consumer needs and aspirations.” 

            That’s not to say that housewares manufacturers or retailers should be using the same palettes over and over again. Adding new colors and constantly tweaking color groupings is important to keeping offerings fresh and attracting the consumer’s eye.  That is what provides the basis for Eiseman’s nine on-trend palettes she presents each year at the Show.

            Eiseman also reminded attendees that it’s not just about individual colors, it’s about creating a palette or mood with a variety of different hues. What’s more: “You never want to do a palette that doesn’t have both cool and warm tones to complement each other. We need to have something for the eye to balance out, whether we’re aware of it or not.”

            The general moods or themes presented are:

            Tranquil – “This as an over-anxious world we live in,” said Eiseman.  The predominately cool and calm colors in this mood help consumers escape by connecting them to the sky and sea.

            Nurturing – This is “the yang to the yin of tranquil,” with predominately warm colors like toasty browns and mellow yellows evoking a feeling of comfort or nurturing.

            Romantic – This category is for those consumers who want a “gentle touch” in their homes. It may include mauves, french blues, ecrus and whites.  It can be styled formally or more casually to fit with the still-popular shabby chic look.

            Contemplative – Consumers who prefer simplicity but with a Zen-like take are drawn to the Contemplative theme.  Classic neutral colors are used, but there can also be an interjection of color to bring some excitement or inspiration. 

            Traditional – “I rarely do a forecast of nine palettes when I don’t include one traditional palette,” said Eiseman.  The colors in this mood stand the test of time, such as true reds and hunter greens. “Yet if you do traditional the same way all the time, people will walk on by,” she pointed out.  “Purple is the color that has drawn attention recently in the traditional mood.”

            Dynamic – “This theme is meant for the adventurous and gregarious person who loves drama and needs to be surrounded by it,” according to Eiseman. Black and white is emphasized by bold, energetic colors. Lately, chrome yellows are gaining attention here.

            Sensuous – Some people crave opulence, so this theme incorporates predominately warm, exotic colors such as brandies, cognacs, whiskeys, hot pinks and red oranges. “Even if this is not to your own taste, remember that everyone is different,” said Eiseman.

            Whimsical – This mood also frequently is represented in Eiseman’s annual palette forecasts. For the young or the young at heart, “we’re living in a discordant world now… we need to reflect it perhaps with a little sense of humor,” she said.

            The next set of themes is inspired by the beauty of nature:

            Beach Scenes – The beach is the number-one nature inspiration for consumers; colors represent “warm sandy beaches and billowing sails.”

            Dawn and Dew – This palette takes mid-tones and grays them down a little to create a mysterious feeling inspired by the early morning hours.

            Foraging the Forest – “With all the interest in the outdoors and bringing in the outdoors in, as well as the pursuit of wellness and healthier diets, the green family remains a sturdy mainstay for many consumers,” shared Eiseman.  The challenge here is presenting this palette in a different way.

            Rustic Remembrances – “Regardless of where people live, they like to remember places they’ve been, or places they’d like to live, if they had their druthers,” said Eiseman. A predominately warm palette reminiscent of weathered wood comes into play here, though she suggests purples, fuchsias or pinks like Cactus Flower to freshen it up.

            Au Naturel – This mood remains incredibly popular and pulls in some of the neutral tones of Rustic Remembrances but in a way that is “a little smoother, a little more sophisticated.”

            Travel is another area that inspires color and design directions at home:

            Parisian – Paris is “a melange of inspirational styling from classic traditional to art nouveau and art deco”; it can also be done with more of a modern take. This mood is always elegant and may involve aubergines, royal purples and mauves.

            Multi-Cultural – This theme is not dedicated to any one look; the color range is diverse.  It pulls in many different ethnic styles.

            Back to the Fuschia – “With a movement to self-expression in décor, two of the most complex colors in the spectrum have come together and hit a responsive chord for the more creative consumers,” revealed Eiseman.  Blue/turquoise/yellow-green can work together in more youthful markets or for the more sophisticated adult.

            Last but not least, Eiseman ended her presentation by mentioning “the household hue that manages to cover a broad area of lifestyles and moods:” white.  White is the “essence of clarity” to all the colors in the spectrum; it is clean and classic, not to mention, a steady seller.

An audio recording of the program will be posted on IHA’s website at http://www.housewares.org/education/presentations-webinars.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Foodstuffs’ Baden Ngan Kee has passed away

  • Who's Where
  • July 16, 2019
  • The Register team
Foodstuffs’ Baden Ngan Kee has passed away

Foodstuffs has announced that its former executive Baden Ngan Kee has passed away after a battle with lung cancer.

Read more
 
 

2 Cheap Cars fined $438,000 under the Fair Trading Act

  • News
  • July 14, 2019
  • The Register team
2 Cheap Cars fined $438,000 under the Fair Trading Act

Used car dealer 2 Cheap Cars has been fined $438,000 for its use of “warranty waiver” documents and marketing statements described as “deliberately misleading”.

Read more
 
 

Retail's new best friend

  • In association with the IHA Global Innovation Awards (GIA)
  • July 13, 2019
  • Anne Kong
Retail's new best friend

As the heart and soul of retailing further evolves, stores and the essence of shopping will continue to morph in unimaginable ways. However, amidst the storm of change, there is one aspect of shopping that remains pure, constant and motivational – the aspirational moment. Anne Kong, member of the GIA expert jury, shares her thoughts.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Bendon looks to sell brands after financing falters

  • News
  • July 12, 2019
  • Radio New Zealand
Bendon looks to sell brands after financing falters

Bendon lingerie is looking to sell some of its brands as the future of the company becomes more uncertain.

Read more
 
 

Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

  • News
  • July 11, 2019
  • Caitlin Salter
Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

The music we love is made up of many influences, including where we live. In its latest campaign, Smirnoff Pure and YoungShand tapped into the unique vibes of New Zealand and set out to help Kiwis discover the music that moves the cities and suburbs they call home.

Read more
 

Outgoing Spark CEO Simon Moutter talks transformation, diversity and leaving a legacy beyond just metrics

  • News
  • July 11, 2019
  • Elly Strang
Outgoing Spark CEO Simon Moutter talks transformation, diversity and leaving a legacy beyond just metrics

Simon Moutter has just wrapped up a seven-year tenure at telecommunications company Spark. Under his rein, the changes the company has gone through are nothing short of radical, from its name (Telecom to Spark), to its operating model (traditional to agile), to its culture (publicly called out to inclusive) to its structure (one monopoly brand to many). Here, Moutter has a candid chat about his journey as CEO, the company's push to be a more diverse and inclusive workplace and how one of his biggest lessons learned was he couldn’t solve a cultural issue with processes and strategy.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}