Boost Your Brand with 2023/2024 Colour Trends
Colour changes everything, and everything changes with colour. It evokes so much emotion and interest. “What’s your favourite colour?” It’s a question we’ve all asked, and all answered. It’s divisive, and reveals a little part of us.
Therefore, brands can leverage a love of colour to build community. However, it’s important to read the room. Society’s taste alters due to political, economic, sociological, technological, legal and environmental (PESTLE) issues. So, research and analysis is essential.
Our fingers are on the pulse, and we pick palettes with panache! Here are our favourites for the Autumn/Winter 2023 and Spring/Summer 2024 seasons ahead:
AW23: What do the colours mean?
By Autumn 2023, society will have hopefully left the COVID-19 pandemic far behind (fingers crossed)! There will be celebratory feelings, a refreshed status and a sense of relief. Therefore, sunshine yellow is a wise choice to spread joy.
“Life starts all over again when it gets crisp in the fall.”
September marks back to school! As we return to work, we encounter new motivation and sparks of inspiration. So, a bolt of energetic colour is always appreciated.
Yet, we hold onto cautious feelings following the trauma of recent years. A culture of care is here to stay (Watkins, 2022). We want to feel-good, as well as grounded. Therefore, balance brights with soothing earthy mid-tones. Warm colours feel like a satisfying cuddle, something we yearn for in the cooler months.
SS24: What do the colours mean?
A recession by 2024 looks likely for America (The Economist, 2022). Global economies are feeling the impact of rising inflation and an increased cost-of-living. This is expected to hurt consumer confidence, so a soft approach will be required (McDonnell and Rees, 2022).
As it’s a serious issue, we can expect it to affect design through a new minimalism and “barely there” design. So, expect natural pale tones and organic palettes. However, we needn’t drain ourselves of all things fun. A romantic touch of pink will bring love and comfort by easing anxiety (KBB, 2022).
Brown is a strong transitional colour as we move through the seasons because it is a neutral tone. It also evokes reassurance and practicality. It’s influenced by the growing circular economy and eco-living (KBB, 2022).
Furthermore, these pragmatic values will be strengthened by athleticism and Parisian style, as the Olympics will take place in France’s capital during the summer months (International Olympic Committee, 2022). Expect to see a combination of grace, comfort and simplicity through colour and design.
Do you have a favourite colour from our selection? When implementing them for your own organisation, please feel free to refer to this guide for inspiration.
If you're a forward-thinking, go-getting brand, you need to get in on the ground floor with these trends. Be an innovator and ensure you position yourself as a confident futurist.
Are you interested in exploring trend analysis for your own brand? Please reach out to us. Colour lovers unite!
Stay ahead, download our guides:
References
International Olympic Committee. 2022. Olympic Games Paris 2024 sports calendar and first ticket pricing details released. [Online]. [Accessed: 25 August 2022]. Available from: here
KBB. 2022. Color Trends 2024. [Online]. [Accessed: 25 August 2022]. Available from: here
McDonnell, J. and Rees, A. 2022. Cost of Living: New Consumer Behaviours. [Online]. WGSN. [Accessed: 25 August 2022]. Available from: here
My Design Agenda. 2022. Textile and Fabric Trends. [Online]. [Accessed: 22 August 2022]. Available from: here
The Economist. 2022. A recession in America by 2024 looks likely. [Online]. [Accessed: 25 August 2022]. Available from: here
Tiffany Hill Studio. 2022. Spring Summer 2023 Fashion Trends. [Online]. [Accessed: 22 August 2022]. Available from: here
Watkins, H. 2022. Women's Prints & Graphics Forecast A/W23/24: Care Culture. [Online]. WGSN. [Accessed: 22 August 2022]. Available from: here
