Global piece created for Clariant Masterbatches the introduces consumer tends and color forecasts for designers for 2010

1. Masterbatches
ColorForward
tm
Consumer Directions 2010

2. ColorForward ™
As the premier color fore- ColorForward is an endeavor The ColorForward global
casting tool in the plastics undertaken annually by an inter- analyses of societal and mass-
industry, ColorForward ™ national team of Clariant color market trends for 2010 have
enables designers and brand specialists. The group includes identified four major concepts
managers to make successful members of every influential that will significantly impact
color choices today for color analysis organization in consumer color choices. The
products and packaging that the world. Through months of forecasted colors should be
will be marketed a year or in-depth research and intense viewed as points of inspiration
more in the future. By accu- collaborations, the team and exploration, open to inter-
rately predicting which colors identifies which cultural and pretation and adaptation to
will resonate with tomorrow’s lifestyle trends have true global meet the requirements of
customers, ColorForward is relevance, and what influence particular products and markets.
an essential guide for brand the trends will have on con- Mixing and matching the colors
marketers seeking a competi- sumer color preferences. from all four trends can further
tive advantage. expand design concepts.
Societal trends
Reinventing Tech It Easy
Happiness

3. ColorWorks ™
ColorForward is a major initiative with maximum visual and
of Clariant’s international sensory impact. Supported by
network of ColorWorks™ design the unrivaled resources and
centers. These strategically global capabilities of Clariant
located facilities are creative Masterbatches, ColorWorks
and technical environments for helps manufacturers effec-
advancing innovations in color tively use the power of color to
and effects for plastics. They influence purchase decisions.
provide OEMs and processors
with a full range of aesthetic
and technological tools to
accelerate the development
cycle and create products
Embracing Age Shock
Gaia
1

4. Reinventing Happiness
Faltering economies. Environ- Many are finding solace in The color palette for this trend
mental threats. High-speed “cocooning,” creating a expresses harmony and
lifestyles. Market uncertainty. peaceful home environment balance, combining a feeling
Consumers are responding by where they can be themselves, of luxury with a sense of well-
taking positive and decisive relax, recharge and find respite being. People will respond to
Goldiva
action through personal forms from the responsibilities and products that fit in with their OmniColor®
of self-expression. This is a time stresses of daily life. Those new independence and DW84076676
when people are reevaluating with an adventurous spirit positive outlook. Brands and
their lives, looking inside are expressing themselves businesses that build “trust
n Balance
themselves to see what truly through activities and vaca- equity” will have an edge, as REMAFIN®
gives them pleasure and tions that provide escape and will those with a reputation PE52080230
satisfaction. They want the excitement. for innovation.
freedom to pursue their
“Quality of life” is extremely
goals and are committed to
important, and many are
self-improvement and self-
questioning the worth of
fulfillment.
materialistic living, returning
to what they perceive as real
n Cashmere
and basic values. Time is a
REMAFIN®
precious commodity. It must PE82077760
have real quality. What one
does, where one goes, whom
n Satisfaction
one is with must be enjoyable
REMAFIN®
as well as reflect the desire for PE33079380
a simpler, easier way to live.
simple pleasures
n Spring Fling
love/passion
REMAFIN®
PP62001290
self-indulgent
2

5. define your own
dimension
personal luxury
satisfaction
3

6. Tech It Easy
Society has never been more Advances in technology have sharing that combines the
open to technology’s ability to brought us a plethora of new aesthetics of the designer
serve our needs and simplify materials, opening new pos- with the craftsmanship of
the complexities of modern sibilities in product design. the manufacturer. Statement
simplify complexity
living. We don’t just use high- Culturally we are embracing pieces, personalized finishes
tech products, we interact design in a new way, reas- and the status of the designer
with the technology, giving sessing the ability of creative provide opportunities for
us a sense of mastery and expression to make a brand additional value.
accomplishment. stand out.
Technology’s color palette is
n Indiblak
Those who want to gain a bold and vibrant, expressing
REMAFIN®
market advantage are forging the positive impact scientific PE54080121
new business partnerships. developments and future
Co-branding is a growing products will have on society.
reality with big names in
fashion and design attaching
their signatures to a range of
products outside their usual
spheres. There is a creative
n White Diamond
RENOL®
SL00050110
Goldzilla
REMAFIN®
performance
PPB4620005
n Blue Yay
REMAFIN®
PE5N175729
n Clockwork Orange
REMAFIN®
PE1CAG12020
connectivity
4

7. smart
innovation
multifunctional
5

8. Embracing Gaia
Perceived as an active, intelli- But the trend is moving beyond n Barefoot in the Park
gent and even spiritual pres- simply making objects with REMAFIN®
PE63078555
ence, the Earth has become an the colors and shapes found
essential and dynamic source in nature. Using advances in
of inspiration for products and technology and materials with
lifestyles in our material world. a color palette representing
In science, a new discipline hues of earth, water and sky,
Shining Oak
called Biomimicry studies the designers are fashioning
REMAFIN®
processes used by nature for products that more closely PPC2620002
ideas and solutions that can personify natural phenomena.
be applied to human society. New design solutions are
generating ways to capture the
A fresh “green” feeling is
tactile sensations of organic
spreading, calling us to a more
textures and/or the visual ex-
intimate relationship with the
perience of the way light shifts
natural environment. The desire
and changes on surfaces. The
to bring nature indoors, hybrid
perceptions these products
cars, going organic, sustain-
create are illusory as their
ability, and new forms of energy
inspiration from environment
innovations in colors and
are all examples of people
effects fool the eye and the
integrating green concepts into
senses. The result is a new
daily living. Fabrics designed
wave of consumer products
with leaf and floral prints,
with heightened levels of
objects and jewelry shaped like
sensory appeal.
animals, or handbags fashioned
hybrids
like seashells are obvious
examples of nature’s influence
on product design.
Reflection
n Touch Me...
REMAFIN®
REMAFIN®
PP51714390
PP82620092
n Jungle Passion
designing nature RENOL®
BL31050105
6

9. rediscovering
new solutions
biomimic
7

10. Age Shock
GRUPS (today’s Grown-Ups) embracing much of the fashion, educated, sophisticated, and
are deferring the aging pro- music, entertainment and tech- influential group are savvy
cess. Forty has become the nology enjoyed by the twenty- consumers, pursue luxury
new 30, and 30 the new 20. somethings, or Generation Y. and will be the focus of
“You’re only as old as you feel” There is also more closeness high-end marketers.
ageless
is society’s mantra, with age among today’s teens – the
This trend’s color palette rep-
no longer a matter of years, but younger millennials – and
resents the ideas of creating
an attitude toward life. their parents. From movies to
links as well as transitions.
vacations to shopping, they are
This trend is displayed by Baby The color choices are bright
doing more things together.
Boomers who refuse to play the and fresh, with hip and
traditional role of “the elderly.” As age stereotypes are break- trendy appeal.
They have money, time and ing down and the boundaries
influence, and they want to between generations are
actively enjoy their later years. dissolving, growing older also
freedom
On their heels is the Bridge means having more discretion-
Generation, or Generation X. ary income. Mature consumers
This group, now in their 30s are buying items that are
and 40s, are comfortable youthful in style or attitude,
but they are more discerning
about product quality. A new
group of “young affluents”
is also emerging. This highly
n Forever Young
OmniColor®
n Elixir
DW22075785
REMAFIN®
PE4N075138
modern thinking
n Transition
REMAFIN®
PE33050954
n I Tawt I Taw
n Jeanealogy a Puddy Tat
OmniColor®
REMAFIN®
DW53077206
PE12078732
free expression
8

11. I am who I am
no limits
9

12. www.clariant.masterbatches.com
Clariant Masterbatches Division
ColorWorks
Holden, MA +1 508 829 6321
New York, NY +1 212 337 9534
McHenry, IL +1 815 363 1769
Merate, Italy +39 02 9918 4343
São Paulo, Brazil +55 11 5683 7834
Singapore, Singapore +65 6265 5866
Taoyuan, Taiwan +886 3 374 7263
™ ColorWorks and ColorForward are
trademarks, and ® REMAFIN, RENOL and
OmniColor are registered trademarks
of Clariant.
This document provides general information
about our products and their uses. Customers
should determine the suitability of using
Clariant products in their own applications.
Clariant only warrants that our products will
meet their published specifications. All other
express or implied warranties are disclaimed.
MB1175 1.09
©2009 Clariant Corporation. Printed in U.S.A.