Clariant Giving Color/Trend Forecast a Makeover

Clariant Giving Color/Trend Forecast a Makeover. (Photo: Clariant)
  • ColorForward® 2019 slated for release in January
  • 13th Edition to be more informative, easier to use
  • Developers promise bigger "WOW' factor

Muttenz, November 22, 2017 – Clariant, a world leader in specialty chemicals, together with its Masterbatches business unit, is announcing plans for a major revision to its pioneering ColorForward trend-watching platform, which is used by designers and brand managers to forecast colors for use in plastics products and packaging. The changes will take place with the ColorForward 2019 edition, due to be launched in early January 2018.

"The 2019 edition of ColorForward will be the 13th we have published," notes Maurizio Torchio, Global Head of ColorWorks®, Clariant's global network of color design and technology centers. "When we began this mission to help our customers better understand the link between global trends, consumer preferences and colors, it was the first of its kind in the plastics industry. Since then several other companies have begun to copy our concept. That's one of the reasons we decided to update the package. We also want to ramp up the 'WOW' factor."

ColorForward springs from the minds and experience of Clariant color, design, marketing and polymer experts from all over the world. Each year they come together for a week-long workshop during which they share what they have observed over the last twelve months about consumer trends and interests. After much discussion and debate, they distill all the ideas and input and eventually agree on four trends that seem to be truly global in scope, and which can be expected to influence consumer behavior in the near- and mid-term future. The ColorForward team then selects different color aesthetics that evoke an emotional response related to each trend.

Torchio notes that this basic approach has been very successful and, therefore, will not change. "We will be changing how the trends are presented," he says.

In the past, Clariant has published three different versions of ColorForward -- the classic edition for consumer products and packaging, an Interiors editions for the fiber and textile market and a third edition for automotive customers. "What has become very evident recently is that, even though they make use of plastics and polymers in different applications, there is not much distinction in how these different markets look at trends and color," explains Torchio. "They are very open to ideas that transcend specific industries and applications."

With that in mind, the new ColorForward package will include elements from all three versions, including prototypes specifically tailored to the interests and requirements of the different markets. The ColorForward 2019 kit will include a smaller box of color plaques that can be used by itself when required. Overall, the package will be 20% smaller in volume, making it more portable, and easier to use.

At the same time its scope will be expanded and it will get a new subtitle: Society | Trends | Aesthetic. These three words encompass the essence of ColorForward, which is based on the idea that ColorForward's observations of 'Society' worldwide are contextualized into four major 'Trends.' Those societal trends are then translated into tangible form in colored plastic materials.

"How those colors can be applied to products and packaging represents a new 'Aesthetic,'" Maurizio Torchio explains. "ColorForward helps us gain a better understanding of how consumer emotions are shaped by the complex world around them and how those emotions influence their preferences and the choices they make in day-to-day life. That understanding, in turn, helps designers and brand owners harness the power of color and other visual cues to help their products stand out in the marketplace. This is what has made ColorForward so successful and why the new design for 2019 will be even more valuable."

For more information, visit Clariant at


This information corresponds to the present state of our knowledge and is intended as a general description of our products and their possible applications. Clariant makes no warranties, express or implied, as to the information’s accuracy, adequacy, sufficiency or freedom from defect and assumes no liability in connection with any use of this information. Any user of this product is responsible for determining the suitability of Clariant’s products for its particular application.<br />
<br />
* Nothing included in this information waives any of Clariant’s General Terms and Conditions of Sale, which control unless it agrees otherwise in writing. Any existing intellectual/industrial property rights must be observed. Due to possible changes in our products and applicable national and international regulations and laws, the status of our products could change. Material Safety Data Sheets providing safety precautions, that should be observed when handling or storing Clariant products, are available upon request and are provided in compliance with applicable law. You should obtain and review the applicable Material Safety Data Sheet information before handling any of these products. For additional information, please contact Clariant.<br />
<br />
* For sales to customers located within the United States and Canada the following applies in addition: No express or implied warranty is made of the merchantability, suitability, fitness for a particular purpose or otherwise of any product or service.<br />
<br />
© Trademark of Clariant registered in many countries.<br />
® 2019 Clariant International Ltd 

You are about to leave the Clariant domain

The link you activated will take you outside the Clariant site in about 10 seconds. If you want to stop this, press "Cancel".

Request to Clariant

Please enter your contact information so we are able to process your request. Thank you for your interest.

Stefanie Nehlsen
Stefanie Nehlsen
Competence Center Global Media & Events
+41 61 469 63 63