Andrew Capper11.17.17
Undeniably bold, new and exciting rules for color are appearing throughout design in diverse sectors. As the new aesthetic Colour Surge takes over, we’re observing a rise in unusual color pairings in brand identities, brash, bright candy tones in fashion and vibrant colour transitions in consumer products.
A 90s Revival
In part, this new aesthetic is driven by a revival of all-things-90’s, with brands such as Bleach London replicating the patterns and party scene of the era. (The brand's bright hair color is shown above).
Arguably, it’s also influenced by the global desire to rebel against the establishment. Just as global issues influenced the rise of mini-skirts in the 60’s and London’s punk scene in the 70’s, today’s climate and era of activism is influencing the way brands are behaving and their use of color through identity.
As people strive to do things differently and reject the original rules in favor of something new, they are looking for br
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