Colour & Culture: Capturing the Zeitgeist
Colour can be a vivid reflection of our cultural landscape, influenced by evolving moods, mindsets, interests and events. This report examines key drivers and emerging social sentiments to pinpoint timely colour narratives with the most cultural relevance and resonance – from hues that speak of home and heritage to sensory-rich shades and provocative identity brights.
Connected, Rooted & Meaningful
Emotive & Evocative
Expressive, Reactive & Disruptive
In an increasingly disorientating world, the need for more meaningful, rooted connections is deepening, with dedications to home, heritage and community growing in response. As such, renewed value is being found in colour that fosters a sense of place and belonging. Hues are reflective of local identities, surroundings and everyday culture, and/or encourage community pride.
In an increasingly disorientating world, the need for more meaningful, rooted connections is deepening, with dedications to home, heritage and community growing in response. As such, renewed value is being found in colour that fosters a sense of place and belonging. Hues are reflective of local identities, surroundings and everyday culture, and/or encourage community pride.
Summary
Connected, Rooted & Meaningful | In an increasingly disorientating world, the need for more meaningful, rooted connections is deepening, with dedications to home, heritage and community growing in response. As such, renewed value is being found in colour that fosters a sense of place and belonging. Hues are reflective of local identities, surroundings and everyday culture, and/or encourage community pride. |
Emotive & Evocative | Many of today’s pressing issues – whether socio-political, financial or technological – are translating into demand for more emotive, engaging and enriching experiences. Colour that transports us to different places, times and frames of mind is therefore resonating on a deeper level. Nostalgic touchpoints and sensorial associations help to move, soothe and stir the senses. |
Expressive, Reactive & Disruptive | Amidst a backdrop of homogenised culture and aesthetics, expressions of individuality, courage and creativity are on the rise. Here, colour is a powerful metric for signalling identity, values and interests, and capturing the increasingly nuanced, ‘vibe’-based zeitgeist. These bold, spirited hues are declarative and disruptive, designed to stand out, empower, and ignite feelings and responses. |
Colour & Culture: Capturing the Zeitgeist
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Want to see the full report?
Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
We’d love to do the same for you.
Book a demo with us today to discover more.
