Design History Series N. 020

Eileen Gray and the Bibendum Chair

In our Design History Series we highlight iconic women in design history and their innovative work. The historic contributions of women to design are many, and we aim to increase the awareness of these contributions in order to counteract a general trend of underrepresentation. In this issue we celebrate Eileen Gray, an Irish designer and architect who transformed the principles of modern design.

Eileen Gray Bibendum Chair

Interior Decadence

Eileen Gray, born in Ireland in 1878, was a pioneering figure in modern design. She studied fine art before undertaking an apprenticeship in a London lacquer workshop. Gray moved to Paris and swiftly established herself as a leading designer of lacquered screens and decorative panels. Her interior design style was modern and decadent, featuring luxurious, theatrical touches and unexpected materials. Gray exhibited chrome, steel tube, and glass furniture in 1925, well ahead of her design contemporaries Mies van der Rohe and Marcel Breuer. 

At 46 Gray took up architecture, where her style embodied avant-garde modernism, departing from the rigid rationality of architectural contemporaries like Le Corbusier. Gray’s approach to modernism prioritized lived experiences, featuring personal, bespoke touches that spoke directly to the needs of the client. Like Charlotte Perriand, she felt that architecture and furnishings should be developed in tandem to create a harmonious home.

Eileen Gray portrait

Totally Tubular

One of her iconic creations is the Bibendum Chair, a timeless classic from the 1920s. Designed specifically for lounging and socializing, the Bibendum Chair features a distinctive back and armrests composed of two semi-circular, padded tubes encased in black leather. The name “Bibendum” was inspired by the Michelin Man, a character of stacked tires created by French artist Marius Rossillon. The chair was commissioned by French hat designer Madame Mathieu Lévy, for whom Gray redesigned an apartment in Paris. The Bibendum Chair, along with other furnishings, rugs, and lamps, became a highlight of the project.

Constructed with a polished, chromium-plated stainless steel tube frame—a groundbreaking material at the time—the Bibendum Chair was unusually large. The frame featured beechwood and rubber webbing for added comfort. Gray intentionally opted for plain coverings to maintain a simple aesthetic, complementing the bold art that shared the space. The success of the design instilled confidence in Gray, prompting her to open her own gallery in 1922.  The Bibendum Chair would go on to be featured in a number of Gray’s interior projects.

The Bibendum Chair marked a departure from Gray’s earlier traditional work, aligning with the modernist movement. The Bibendum Chair continues to be celebrated as a design classic though, during Gray’s lifetime, her success was modest. Her legacy was overshadowed by Le Corbusier, who famously painted murals in the nude all over E-1027, a brilliant house designed by Gray with which he was obsessed and which was often misattributed to him (and in front of which he drowned). Only in her nineties did Gray receive international acclaim for her contributions to architecture and design. She passed away in Paris in 1976, leaving behind a legacy of innovation and timeless design.

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Creativity as a Natural Pathway

Creativity as a Natural Pathway

This article, co-written by Rebeccah Pailes-Friedman and Elham Morshedzadeh, Ph.D., was published in the Summer 2024 Issue of Innovation Magazine.

As industrial designers, we often rely on the natural flow of creativity to fuel our work, drawing inspiration from our surroundings, cultural experiences, and intuitive processes. However, sticking exclusively to these familiar paths can sometimes limit our potential for truly groundbreaking innovation. In this discussion, five talented women industrial designers explore the concept of creativity as a natural pathway as well as the benefits of embracing less conventional approaches. By stepping out of our comfort zones and experimenting with new techniques, we can uncover disruptive solutions and push the boundaries of design, opening up a world of possibilities that may have otherwise remained hidden.

We began by defining natural versus unnatural paths to creativity. The discussion revealed diverse perspectives among the six of us. A natural path to creativity was generally seen as an organic process, drawing on intuition, personal experiences, and iterative design. Celeste Greenbaum, Human Centered Researcher and Industrial Designer at Philips, highlighted this by explaining that natural creativity stems from “things that you derive from your skill set from, or from iteration.” This type of creativity is intrinsic and emerges from the designer’s own abilities and observations, grounded in traditional and learned methods in the design process.

An unnatural or supernatural path to creativity, on the other hand, was thought to involve external influences or unconventional methods. For example, generating an algorithm or using AI was considered an unnatural pathway. An unnatural approach leverages technology and other external tools to stimulate creativity, pushing beyond the innate capabilities of a single human mind. Elham Morshedzadeh, Ph.D., Assistant Professor, University of Houston and IDSA WID Committee member, expanded on this by noting that unnatural creativity “can have a broader interpretation” and includes learned techniques that may not come intuitively. By embracing these unexpected and often abstract and not fully explored methods, designers can uncover innovative solutions that might not arise from traditional processes alone. As Dr. Mary Beth Privitera, M.Des., PhD FIDSA  Principal, Design & Human Factors at Sentiar and Professor, Biomedical Engineering University of Cincinnati, pointed out, the interplay between natural and supernatural pathways can lead to unique and diverse design outcomes, enriching the creative process through a dynamic exchange of ideas and methods.

The design process is fluid and knowing when to shift your thinking is critical. As the conversation shifted to pinpointing the moment when a designer realizes that it’s time to change up the way they are thinking, the group brought forth a rich tapestry of experiences and insights. Greenbaum reflected on challenges wherein traditional methods fell short, such as designing a product for children that initially seemed uncomfortable and unappealing. She shared, “I get really stuck when the design requirements lead to something that looks like a torture contraption.” Changing up the approach can lead to fresh ways to think about a design. This change often requires reaching outside conventional techniques and incorporating elements that transform the product into something playful and engaging. 

Privitera underscored the designer’s responsibility to think differently, stating, “It’s almost like your responsibility to think differently.” When assessing any project, it’s essential to ask ‘is this something that’s desirable?’ The drive to infuse unique, appealing elements into designs is necessary , whether developing medical tools or everyday kitchen items. By embracing diverse approaches, designers can break free from conventional constraints and create products that resonate on both functional and emotional levels.

Katie Lim, Senior Industrial Designer, frog & Chair of IDSA Women in Design NYC Chapter, emphasized the importance of storytelling in guiding clients and users through innovative changes, noting that “if you can tell somebody a really good story you can hook them in from the beginning.” Storytelling helps mitigate resistance to change and makes new ideas more accessible. It can be a valuable tool when faced with resistance to thinking differently. Morshedzadeh expanded on the significance of storytelling, particularly in today’s technologically advanced landscape. She pointed out that “having these technologies helps us to create more realistic stories” and has revolutionized how designers communicate their visions. This blend of narrative and visual tools fosters a deeper emotional connection between a product and its users.

The conversation then shifted to examining how natural and unnatural methods might influence user experience. This part of the discussion highlighted the importance of empathy, attention to detail, and the inherent biases that designers must navigate. Lim emphasized the significance of stepping outside of personal design perspectives to truly understand user needs, sharing an example of designing an unboxing experience for cancer patients. She noted that “going through the actual motions to understand all those in-between moments of the key touch points” is imperative for creating a user-centered experience. Greenbaum concurred, adding that meticulously mapping out every detail of user interaction is essential, even if it feels “unnatural” due to the depth of analysis required. 

A rigorous approach to understanding user experience ensures that designers can identify both the strengths and weaknesses of a design. On the other hand, Privitera highlighted the challenges of qualitative research, pointing out that it’s inherently biased by personal interpretations and selection criteria. She stressed that navigating these biases requires “taking that leap of faith and looking at it from another perspective” to achieve an optimal solution. She also described the complexity of designing for future technologies, such as augmented reality in medical applications, where traditional design tools and prototype testing fall short. Privitera aptly summarized this dynamic tension: “I’m designing a new future, but I’m not in that future. And so I’m predicting again what I think that future might be.” This underscores the iterative nature of design, where natural intuition and unnatural, innovative methods must work in tandem to enhance user experiences in the most effective way.

Balancing intuition and critical thinking in design, especially when using generative tools, was a topic that sparked diverse perspectives among the group. Yi-Ping Wong,  Director of Operations for IN2 INNOVATION believes that the balance lies in using generative tools for improvements, validations, and inspirations. “If we can feed generative tools with information and parameters derived from intuition and critical thinking, they can help generate ideas that we might not have thought of ourselves. While these ideas may not be the final solution, they can push the boundaries of our approach”  Greenbaum highlighted the importance of understanding both personal and stakeholder biases. She emphasized that designers must introduce innovations in ways that respect users’ autonomy and expertise.

Morshedzadeh echoed the need for designers to embrace scientific methods to enhance decision-making reliability, despite the resistance this approach might face within the design community. She argued that using established tested methods would help us avoid making biased decisions. This integration of scientific rigor can help designers navigate their preconceived notions and produce more robust outcomes.

Privitera discussed the fluid interplay between unstructured intuition and structured critical thinking. She illustrated this balance with a personal example: “In my own head, I am a superhero with the cape and I can come up with really creative ideas that are wacky and fun.” Yet, these ideas are then rigorously evaluated to ensure feasibility. This interplay is pivotal, as designers oscillate between unfettered creativity and practical constraints, depending on whether they are refining existing products or conceptualizing entirely novel ones. Starting with broad, imaginative concepts before refining them with practical constraints allows designers to avoid being constrained by existing paradigms. Lim noted, “If you start off with the constraints, you’re designing the same thing everyone else is designing.”  This process of shifting from unstructured to structured thinking fosters innovation while ensuring practical yet creative viability.

When discussing how to stay up to date with emerging technologies and tools in the design field using both natural and unnatural approaches, the panel offered a range of strategies. Lim emphasized the value of looking beyond the traditional design sphere: “I like to look outside of the design.” This approach broadens the scope of inspiration and keeps designers informed about trends in various industries.

Privitera highlighted the importance of attending conferences to gain exposure to unexpected innovations: “Attending conferences, you see a whole host of different things that you wouldn’t even expect.” She noted that events like the Industrial Designers Society of America (IDSA) conferences offer diverse insights that can inspire new design approaches. Industry conferences and tradeshows, such as CES (Consumer Electronics Show), and SXSW (South by Southwest), have always focused on the latest technologies, tools, and industry trends. These events provide an excellent opportunity to learn about a wide range of topics and perspectives in one setting. Wong added, “Networking with professionals who are passionate about these subjects is also valuable. Whether you agree or disagree on certain topics, it is important to maintain an open attitude towards discussion and new perspectives.”

Other participants also shared their methods for staying informed. Greenbaum mentioned the benefits of interdisciplinary learning that arose from her interest in cognitive psychology, which has now extended into nursing training to deepen her clinical knowledge. This point was emphasized by other panelists who shared examples of designers that sought additional training in fields like acupuncture and surgery. These experiences provide valuable perspectives that significantly enhance their design capabilities in their chosen field.

Morshedzadeh, sharing an academic perspective, emphasized the importance of continuous learning: “When I come across something that I believe I can teach or incorporate into one of our courses and it piques my interest, I’ll incorporate it into the curriculum, starting with elementary basics. This way, we can practice and explore its potential.” This approach not only keeps her skills sharp but also ensures that new graduates are well-equipped with the latest tools and technologies, boosting their confidence and employability.

In conclusion, the discussion among this group of industrial designers, all with a wide variety of experience and specialization,underscores the importance of embracing both natural and unnatural paths to creativity in the design process. While drawing from personal experiences and intuition forms the foundation of design, integrating unconventional methods and technologies can unlock new pathways of innovation. By challenging conventional thinking and experimenting with diverse approaches, designers can break free from limitations and uncover disruptive solutions that resonate deeply with users. Furthermore, maintaining a balance between intuitive creativity and critical analysis, as well as staying informed about emerging technologies through avenues like industry conferences and interdisciplinary learning, are essential for driving continuous growth and pushing the boundaries of design excellence. As we navigate the ever-evolving landscape of design, it is this dynamic interplay between tradition and innovation that fuels our journey towards creating impactful and meaningful experiences for users worldwide.

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Bridging the Gap: Strategies for Collaboration Between Designers and Engineers

Bridging the Gap: Strategies for Collaboration Between Designers and Engineers

At Interwoven, we routinely collaborate with engineers to develop innovative products. The Apex Exosuit we developed with HeroWear is a great example of how powerful a design and engineering collaboration can be. They appreciate our commitment to creating a fantastic user experience, and we appreciate their expertise in developing a reliable product that really works. The line between design and engineering can be hazy, as demonstrated by this famously long and hotly debated Core 77 forum thread, “Do engineers really “design” anything?” 

While some designers have a strong understanding of engineering principles, and some engineers have a strong understanding of design principles, it is rare to find professionals who are experts in both fields. Engineers specialize in engineering knowledge, designers specialize in design knowledge, and product development teams need both. In this Insight article we discuss what designers and engineers bring to the table and share key strategies for working with the other team. This article has two parts: part one contains tips for designers working with engineers and part two contains tips for engineers working with designers.

University Robotics Class

Value Added

We have found, with any collaboration, that the more each side appreciates the value the other side brings, and the more each side communicates with and invites the ideas of the other, the more successful the project is. In a product development team, synergy between designers and engineers is indispensable, with each discipline bringing distinct and complementary skills to the table. Designers play a key role in shaping the user experience, focusing on aesthetics, functionality, overall usability, and the big picture value of the solution. Their creativity and user-centric mindset contribute to crafting visually appealing and intuitive interfaces. Engineers serve as the architects who bring these designs to life, leveraging their technical expertise to implement and optimize functionalities. Their proficiency ensures that the product not only meets design expectations but also adheres to technical constraints and achieves optimal performance. 

architect video conference

Part 1: Tips for Designers Working with Engineers

  1. Acknowledge the Role of Engineers

In the collaborative landscape of product development, designers and engineers form a dynamic partnership to transform ideas into tangible realities. Engineers, often regarded as the interpreters of conceptual visions, play a pivotal role in translating proposals into functional, scalable, and reliable products. Some of the most iconic products of the 21st century came out of collaborations between designers and engineers, like the Nest Thermostat, developed by Nest designers (who were formerly Apple designers) and Google engineers.

  1. Seek Their Contribution Early

Regardless of the abundance of engineers within a company, it is imperative to view them not only as useful resources but as the architects of foundational elements of a project. They are essential contributors to a product’s core functionality, speed, and scalability. Their innovation drives technological advancements and transforms a sheet of requirements into meaningful outcomes. Inviting engineers into the vision of the project at the start fosters excitement and ownership, keeping teams aligned and efficient. This tip works in both directions; having both teams on the same page from project inception results in powerful projects that develop efficiently. Each will see opportunities and potential pitfalls that the other might miss.

  1. Understand their Constraints Early

Understanding the constraints of the engineering team is related to the previous strategy but so critical that we felt we needed to call it out separately. Engineering-savvy designers can understand engineering constraints early in the process to avoid becoming attached to or spending too long on impractical designs. By consulting engineers before finalizing designs, designers can ensure that creative ideas align with technical and time limitations, preventing wasted effort on unfeasible concepts. Ask them questions, and respect their answers.

  1. Make Friends

To work seamlessly with engineers, designers can recognize the influential impact engineers can have on the development process. Convincing a small group of engineers can be the key to implementing a product idea. Establishing robust relationships and addressing design issues directly with engineers, rather than relying solely on formal channels, can expedite the problem resolution process exponentially. Quick, casual check-ins can catch major issues, clarify important constraints, inspire innovation, and more. Bonus: more friends.

  1. Foster Design Appreciation

The atmosphere of collaboration improves when engineers value good design. Designers can either recruit engineers with a discerning eye for design or cultivate an understanding of design principles among existing engineering teams. This involves explaining design decisions, sharing values, and educating engineers on aligning their implementations with design intentions. This strategy reflects a broader need for an understanding of what design brings to the table; not just a pretty shell but a careful consideration of the functionality and usability of a product. Engineers care about this, too!

  1. Communicate Design Evolutions

Designers can communicate the evolving nature of designs to save engineers from investing time in a solution that may undergo significant changes. Transparent discussions about potential modifications allow engineers to create more adaptable and flexible code. This means staying in close collaboration through the implementation phase to resolve issues promptly and to encourage a solution-oriented mindset in both teams. When communicating, consider adopting a format of modular workflows and roadmaps that will look familiar to engineers.

  1. Be Meticulous

Meticulousness and attention to detail in design are crucial aspects that help anticipate and address potential issues during implementation. Designers are famous for caring about details, and engineers, though they may be focusing on different details, are as detail-oriented as designers, if not more so. To win the hearts of engineers, designers can demonstrate that they also care about engineering priorities. Considering edge cases, such as error states, user extremes, and transitions, not only enhances the overall design but also aids engineers in planning and estimating project timelines.

Male and female engineers

Part 2: Tips for Engineers Working with Designers

  1. Learn the Lingo

As with navigating any new territory, learning a bit of the local language goes a long way. To effectively collaborate with designers, engineers can shift their communication focus from metrics to user-centric language. Instead of discussing optimizing conversion rates or increasing click-through rates, engineers can frame discussions around simplifying user interactions and ensuring a seamless user experience. 

  1. Recognize Design’s Diversity

Engineers can acknowledge the diverse strengths of designers and apply these strengths to the right problems. Understanding that design encompasses graphic design, interaction design, product design, and more, is crucial. The specialities present within a team may not be immediately visible. Recognizing that different designers excel in various areas fosters an appreciation for those skills and ensures that the right designers tackle the right problems, contributing to a more effective and well-rounded design team. 

  1. Understand Design’s Hierarchy

Designers operate at different levels, each with distinct responsibilities. From designing specific forms to crafting comprehensive systems, engineers can recognize the varying levels of design complexity. The more senior a designer is, the more likely they are to focus on abstract problem-solving, contributing to the overall vision and strategy of a product. 

  1. Solicit Feedback

The collaborative aspect of design thrives on critique and feedback, which is the cornerstone of design education and the design process. Engineers can enhance their collaboration with designers by encouraging regular feedback sessions. During the developmental stages of a project, designers benefit from interacting with their peers to refine ideas, while collaboration with engineers becomes more prominent during the execution phase. See also Part 1, Strategy 4: Make Friends.

  1. Embrace Qualitative Data

Engineers need to understand that much of what designers value is challenging to measure quantitatively. A quality user experience, long-term sentiment, and overall delight are integral aspects that designers aim to achieve, and these elements may not be easily captured by short-term quantitative metrics. Engineers can recognize the qualitative impact of design decisions on the overall user perception and experience. 

  1. Prioritize Consistency

Design-savvy engineers can appreciate the importance of consistency in design across different parts of an application or system. Recognizing that users engage with various features, engineers can avoid designing in isolation, ensuring coherence in user interactions. Consistency contributes to a seamless and less confusing user experience. This is part of embracing and leveraging the power of a design language.

  1. Value Design Details

Recognizing the significance of details is crucial for engineers working with designers. Implementing designs with precision, setting high-quality standards, and going the extra mile to perfect small details contribute to a positive collaboration. Valuing design details is a direct path to a designer’s heart and fosters a shared commitment to building exceptional and user-centric products. Engineers who demonstrate that they understand the importance and the value of these details will be in a powerful position to encourage designers to care about their own priorities and to build lasting relationships that can lead to future collaborations.

Get Collaborating!

It is no coincidence that Part 1 and Part 2 feel like mirrors of one another. Great collaborations involve respect and understanding between teams.  Ideally, the collaboration between designers and engineers is a dynamic exchange, where innovative concepts are translated into tangible, functional solutions. Together they form a cohesive team that combines creativity with technical proficiency, delivering products that resonate with users and stand out in the competitive landscape. Here is a great article from Spotify outlining what a successful collaboration between engineering and design looks like for their teams.

Successful collaboration between design and engineering hinges on recognizing the pivotal role engineers play, building strong relationships, fostering an appreciation for design, understanding constraints, maintaining transparent communication, working closely during implementation, and delivering complete and detailed designs. These strategies form the foundation for a symbiotic and effective partnership in the realm of product development.

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Design History Series N. 018

Dava Newman and the MIT BioSuit™

In our Design History Series we highlight iconic women in design history and their innovative work. The historic contributions of women to design are many, and we aim to increase the awareness of these contributions in order to counteract a general trend of underrepresentation. In this issue we celebrate Dava Newman, an American aerospace engineer, director of the MIT Media Lab, and former NASA deputy director. Newman was instrumental in designing a spacesuit specifically tailored for female astronauts, addressing long-standing issues of ill-fitting suits for women.

Smart Start

Dava Newman, born in Montana in 1964, developed a deep fascination with space exploration and engineering from a young age. She earned a Bachelor of Science degree in aerospace engineering from the University of Notre Dame in 1986, followed by a Master of Science degree in aerospace engineering from the Massachusetts Institute of Technology (MIT) in 1989 and a Ph.D. in aerospace biomedical engineering in 1992. She’s been a professor of aeronautics and astronautics (the science and construction of space vehicles) at MIT since the 90s and became the director of the prestigious MIT Media Lab in 2021. Impressed yet?

Dava Newman Aerospace Engineer

The MIT BioSuit™

Throughout her career, Newman has been a trailblazer, developing innovative technologies that advance the field of space exploration. One of her most significant contributions is the development of the MIT BioSuit™, a spacesuit concept designed to revolutionize extravehicular activities (EVAs) for astronauts. Unlike traditional bulky spacesuits, the BioSuit™ acts like a second skin, enhancing mobility and reducing fatigue, offering astronauts greater flexibility during space missions. 

In 2019, NASA’s cancellation of the first all-women spacewalk due to ill-fitting spacesuits highlighted a critical issue: the outdated design of spacesuits. NASA’s Extravehicular Mobility Units (EMUs) dated back to 1978, and their maintenance costs limited the availability of suits, particularly in smaller sizes. This poses significant challenges for smaller astronauts, especially women, affecting their mobility and comfort during space missions. Newman recognized the need for innovation in spacesuit technology to address these limitations and was already leading a research team that was tackling them head-on.

The development of the BioSuit™ represents a collaborative effort involving engineers, designers, textile specialists, and students from various disciplines. By leveraging expertise from diverse fields and incorporating cutting-edge materials and design principles, Newman’s team aims to revolutionize spacesuit technology. The BioSuit™ prototype is a lightweight, stretchy, 3D knit garment that is customized to each astronaut. These “second-skin” spacesuits incorporate small, spring-like coils made from a shape-memory alloy (SMA) that contract in response to heat, essentially shrink-wrapping the garment around the astronaut’s body. Controlling contraction and expansion with heat was a key innovation to solving the problem of how to get in and out of a skintight suit. 

The key breakthrough in the design lies in the application of mechanical counterpressure, which directly applies pressure to the skin, eliminating the need for the traditional gas-pressurized suits. Made from elastic and active fabrics and designed to provide the pressure necessary to inhabit space (equivalent to one-third of sea level atmospheric pressure), the suit achieves the same pressurization as traditional spacesuits while enhancing mobility and reducing the overall weight. This approach supports astronauts in the vacuum of space while providing them with unprecedented freedom of movement during planetary exploration.

Newman’s vision for the future of spacesuits aligns with NASA’s goal of maximizing efficiency and mobility for astronauts on long-duration space missions. The suit has been improving steadily since the early 2000s, incorporating more and increasingly sophisticated technology (an accelerometer, gyroscope, and on-board machine learning algorithms, among others), and has been featured in a wide range of international exhibitions, including the Museum of Modern Art. The latest iteration of the suit was presented at the 2022 Mars conference. Newman’s work represents a significant advancement in spacesuit technology with potential applications for future Mars exploration missions, a particular interest of hers. With continued research and development, these “second-skin” spacesuits could revolutionize space exploration, enabling astronauts to explore distant planets with greater ease and agility. Newman’s life and work exemplify the transformative power of engineering in advancing space exploration and human understanding of the universe.

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Decoding Color Forecasting: The Art and Science of Predicting Color Trends

Decoding Color Forecasting: The Art and Science of Predicting Color Trends

We use color forecasts for nearly every project at Interwoven because we know that product designers ignore them at their own peril. Color is a powerful aspect of product design, and we’ve all had the experience of making a purchase (or deciding not to make a purchase) based on color. While easy to dismiss for those who don’t know the research and analytics behind these forecasts, color trends are big, big business, and they are important commercial tools precisely because they successfully anticipate the desires, especially the future desires, of consumers. Research conducted by yarn and textile manufacturers, fiber producers, retail groups, and trade fairs consistently demonstrates that the first response from customers, whether textile buyers or retail shoppers, is to color. This Insight article will dig into what color forecasting is, what goes into generating a color forecast, the value color forecasts have to offer, and how we can use them in the design process.

What is a Color Forecast?

Color is a potent language of expression and emotion, and the best designers learn to speak this language to elevate their work. Color forecasting is a multifaceted process that blends artistry and analytics to anticipate the hues that will shape the future of fashion and design. Anchored in strategic research and cultural insight, color forecasting is indispensable for designers and retailers seeking to stay ahead of the curve in an increasingly dynamic commercial landscape. 

Color forecasting involves predicting which colors will be popular in the future, enabling proactive decision-making in creating collections that resonate with consumer preferences. The process involves delving into current trends, cultural influences, and the psychology of color, all while considering the seasonal and environmental dynamics that shape color preferences. A forecast typically reflects a specific area of the market, and has a time horizon that aligns with that market. For example, a women’s athletic wear color forecast might look a year ahead while a forecast for sport utility vehicles might look 2-3 years ahead to accommodate a longer production schedule. Prominent color forecasting services include Worth Global Style Network [WGSN], the International Color Institute [ICA], and the Pantone Color Institute. Access to the forecasts requires a membership and fees, reflecting the value of such services.

designer points to color on swatch card
image via iStock

More Than a Sales Pitch

Skeptics of color forecasting argue that it primarily serves as a mechanism to reignite consumer interest in fashion and products on a seasonal basis, ultimately increasing sales. While color forecasting definitely holds significance in retail and manufacturing, the rationale behind the selection of specific colors often transcends commercial motivations.

Long before the formalization of color forecasting as a discipline, individuals selected and created colors for various applications, ranging from clothing to décor. Early color trends emerged as a result of innovative dyeing techniques and societal preferences rather than strategic marketing. For instance, in the post-War era, Americans gravitated towards cheerful pastel tones as a departure from the somber hues prevalent during wartime. These soft colors symbolized a renewed sense of optimism and vitality, reflecting broader societal sentiments of the time.

Developments in Technicolor in the 1930s revolutionized color trends, popularizing vibrant and vivid hues in cinema and beyond. This technological innovation allowed luminous costumes worn by iconic figures like Marilyn Monroe and Grace Kelly to captivate audiences in full color for the first time, sparking a cultural fascination with bold and dynamic palettes.

Currently, color trends increasingly serve as reflections of broader societal, cultural, and even political movements. During the pandemic, consumers exhibited a preference for earthy and calming colors over the previously favored ultra-bright and neon hues, reflecting a collective desire for solace and grounding in uncertain times.

As the influence of color on consumer behavior continues to evolve, the color forecasting industry integrates insights from history, psychology, and societal dynamics to anticipate future trends. Color forecasters offer retailers strategic guidance on selecting colors that resonate with consumers’ emotional and cultural sensibilities.

Navigating the Color Forecasting Process

As with so many skills in the realm of design, color forecasting is as much a technical skill as it is an art. The journey begins with thorough research into the current color landscape, identifying patterns and trends that serve as the foundation for future predictions. The process unfolds in a systematic manner, guided by research, analysis, and intuition:

  1. Research: The process begins with an exploration of current color trends across fashion, art, and design landscapes. By dissecting the prevailing hues and identifying emerging patterns, forecasters lay the groundwork for informed predictions.
  2. Analysis: Armed with a wealth of data, forecasters analyze current trends, seeking patterns and shifts in color preferences. By discerning the nuances of consumer behavior and cultural influences, forecasters gain insights into the evolving color landscape.
  3. Forecast: Drawing upon their research and analysis, forecasters venture into the realm of prediction, envisioning the colors that will dominate future seasons. By considering seasonal dynamics, historical trends, and emerging influences, forecasters craft palettes that reflect what’s to come.
  4. Test and Adjust: The predictions undergo scrutiny as forecasters test them against real-world applications, from fashion shows to editorial spreads. Any necessary adjustments are made based on feedback and emerging trends, ensuring the accuracy and relevance of the forecasts.
designer points to color on swatch card
Image via iStock

The Value of Color Forecasting

The scope of color forecasting extends beyond clothing to encompass accessories, footwear, jewelry, cosmetics, and beyond. Each category presents unique trends and color palettes, requiring tailored forecasts to meet consumer demands. By accurately predicting future color trends, designers and retailers can create collections that resonate across diverse product categories, driving consumer engagement and market success. Here are a few reasons designers and retailers find color forecasts so valuable.

  • Staying Ahead of Trends: By anticipating future color trends, designers and retailers can stay ahead of the curve, creating collections that resonate with consumers’ evolving preferences.
  • Enhancing Brand Identity: Strategic alignment with forecasted colors strengthens brand identity and fosters consumer engagement, distinguishing brands in a competitive market landscape.
  • Optimizing Production Processes: Accurate forecasting streamlines production processes, minimizing waste and optimizing resource allocation, enhancing operational efficiency and sustainability.
  • Driving Economic Growth: As a driver of consumer demand and market trends, color forecasting fuels innovation and economic growth, shaping the trajectory of the fashion industry.

Using a Color Forecast

Color forecasting involves selecting ranges of colors predicted for a particular product or market at a specific time in the future. Many color forecasts are tailored to specific product ranges (men’s knitwear, sport utility vehicles), but most will display three color groupings — lights, mediums, and darks. These groups typically include several colors known as classics (colors accepted over a long period, such as camel, navy, bottle green, and black). As consumers don’t constantly replace everything, color ranges for a specific season must consider previous season’s colors as well as new ‘fashion’ colors. Any color palette typically includes some of the previous season’s fashion colors, the new season’s fashion colors, and some classics within its lights, mediums, and darks.

Designers take the same approach, reviewing the color forecasts that are relevant for their product category and that have a timeline that aligns with their desired product launch date. Often, a designer will review their product category as well as tangential or related product categories to get a broader sense of the trends across an industry. These color candidates are assessed for relevance and suitability to the project, and a selection of them become part of a shortlist for the final palette, typically with a selection of light, medium, and dark tones, just like the forecast itself. Building a color palette is like putting together a puzzle, finding just the right combination of tones for the project at hand. The shortlist is rearranged and tweaked in various combinations as many times as needed to reach a final palette, often with mockups and material selection influencing the decision.

A Colorful Horizon

Numerous factors influence a consumer’s color choices. With increasing consumer awareness regarding color use, it is crucial for companies to comprehend these factors and their impact on their specific market. Marketers must understand how color affects consumers and color forecasting to provide appropriate colors for their market. Even a slight difference in shade from what the consumer expects can be disastrous for the manufacturer. Color forecasting is an indispensable tool in the arsenal of designers and retailers, guiding them through the dynamic landscape of design. By deciphering the language of color, forecasters illuminate the path forward, enabling proactive decision-making and creative innovation.

Check out the rest of our Insight series to learn more about the design industry. Sign up for our newsletter and follow us on Instagram and LinkedIn for design news, multi-media recommendations, and to learn more about product design and development!