Today is Election Day in the US, and everyone I know has gone to the polls. Minneapolis is full of anticipation (or tension?) and the evidence is everywhere. In the few moments I’ve been outside today, I’ve heard people talking about The Vote on the sidewalks, in the skyway, in the parking ramp, at the gym. Signage along Nicollett Mall shop windows urge people to get out and cast a ballot. News stands show pictures of the candidates. Headlines speculate the outcome. If you don’t know today is Election Day, you must have just arrived from another planet.
We all wonder what the future holds. There are big questions to ask. What will a new president mean for the nation and the world? How will he impact the economy, health care, the war in Iraq, global warming, oil prices and energy efficiency? Only time will tell.
For those of us in design and marketing, we ask “How does a new president effect future color and design?” There is no immediate answer. The direction hasn’t been set yet for the next four years. People go into “Let’s wait and see” mode. From New York to Los Angeles, the trend for color is to typically go conservative. The same holds true for the rest of the world. Lots of cautious neutrals appear on show room floors for many different markets. We’ve been in a strong neutral cycle that has lasted at least two years. I’ve documented it in Shanghai, Tokyo, Stockholm, Brussels, Los Angeles and Chicago (to name a few) through the entire year. With the economy in turmoil, consumer spending at an all time low, and the housing market expected to slump even further into Phase 2 and Phase 3 scenarios, neutrals could easily continue until the storm subsides.
If neutrals reign, does this mean color and design trend is no longer relevant? Certainly not. There are consumers out there who still have disposable income, they are just spending more judiciously. People are still tuned in to what is new, unique and can stand the test of time. Color and design must be trend-right or it will not sell. Marketers must be more creative than ever to capture attention.
This weekend several colleagues and myself will attend the Fall 2008 Color Marketing Group meeting in Phoenix, AZ. Because the results of The 2008 Vote will be in by then, conversations will undoubtedly be directed toward the outcome. Stay tuned!
Tags: election, future color and design, presidential, Vote
