Can color integrity keep up with the rise of the home and go digital? – Supply log

Home is where the heart is … and where consumers’ money goes.

Consumers stuck at home during the pandemic weren’t just fantasizing about the home’s design on their Pinterest boards, they were actively redecorating IRL. The value of the interior design market in the United States is expected to reach $ 202 billion in 2024, a 20% increase from 2019, when it stood at $ 169 billion, according to Statista.

And nothing creates an atmosphere like color.

Home color trends were typically around two years behind fashion trends, but they overlap more, especially as fashion changes its mindset for a more enduring mindset that takes hold. harmonizes with home soft therapeutic palates, rich earthy browns, mid-century greens and hazy neutrals. .

“There is a natural symbiosis between fashion and home, as both categories draw on recurring themes and aspirations prevalent in the surrounding world,” said Leatrice Eiseman, Executive Director of the Pantone Color Institute. “For example, the so-called Boho trend in fashion might conjure up a folk palette that would work for both areas of design.”

Color forecast for AW2022 / 23.

Come to a house near you

So what colors can we expect to see in homes for Fall / Winter 2022/23?

Coloro, a color system and sister brand of trends authority WGSN, predicts that consumers “embrace positivity and small pleasures during tough times,” said Joanne Thomas, chief content officer. “Representing a material, plant or food that was once very popular, each of our [AW2022/23] the colors have an authentic richness and are based on a feeling of optimism.

Shades include Honeycomb (“uplifting warmth and luminosity to interior spaces”), Jade (“brings a feeling of nature indoors, due to its restorative and tranquil effect”), Lazuli Blue (“to use for walls and rugs or in combinations of tones to create an immersive and dramatic feel ”) and Dark Oak (“ key to darker wood finishes and evoking a sense of durability and quality ”). For the pop accents and its color of the year 2022, Coloro has selected the orchid flower for its intense hyper natural quality and its stimulating color (“ideal for bringing that exotic touch to printed products as well as for details and decoration. “).

Thomas sees interiors increasingly influencing fashion, especially after homebound consumers turned to soft, therapeutic pale ones; rich, earthy browns; mid-century greens and warm misty neutrals. Plus, as fashion continues to shift towards sustainability, designers will take inspiration from home colors as they will stand the test of time.

Make the right choices

Since nothing can create – or destroy – a vibe quite like color, it’s critical that companies targeting new consumer sanctuaries do it right at every step of the way, with color measurement methods used for consistency. visual during the production process to the precision with which the color is represented. in today’s heightened online shopping environment.

Color integrity for the home is particularly critical, as household items are often purchased in sets and multiples. Pillows, sheets, curtains, and towels should not only match their descriptions online, but they should also match the room. And they are not always produced in the same factory.

Perfecting color accuracy is also reducing consumer returns, which are already at record levels as consumers can’t always properly assess colors online. According to a study by Narvar, 46 percent of consumers said their main reason for returning a product to a [non Amazon] detailing was because the “size, fit or color was wrong”.

Visually enhanced online descriptions can help allay consumer concerns about color misrepresentation and save the business time and money when sending physical fabric samples. 3D and augmented reality software company ThreeKit said businesses can address these concerns with accurate product representation, as well as the ability for consumers to personalize in real time and view products in their home space.

“Accurate color comes down to two things: precise fabric scans and realistic lighting,” said Hilary Murdock, senior director of product marketing at ThreeKit. “When we scan and represent fabrics in 3D, we capture the texture so that when light hits the fabric, it mimics the actual behavior of light: movement, shadows, and color variation. It’s almost indistinguishable from high end photography except you can actually move the product around and see how it affects the variation in colors. Pair that with augmented reality, which automatically incorporates the lighting of your surroundings, so you have a precise experience.

Different types of fabrics also take color differently and must have shades applied and checked differently, whether for fashion or for the home.

“Color control is important for digitally printed textiles and brands, and their suppliers need precise color management tools and more frequent tolerance checks. To help meet the demand for home items, I expect more brands to turn to digital textile printing, ”said Matthew Adby, Appearance Product Portfolio Manager , X-Rite, who noted that technology has advanced over the past 20 years, whereby more natural materials such as silk, cotton, linen, wool, rayon and other fabrics can be used.

X-Rite color measurement

Measure textiles with the X-Rite MetaVue application and Pantora Desktop.

Tim Check, product manager, professional imaging, Epson America, Inc., noted that digital fabric printing has benefited from an increased focus on sustainability and waste reduction. “Specifically, sublimation printing on polyester-based fabrics has had a positive impact with little to no wastewater and excellent compatibility with recycled polyester materials,” he said. “The digital sublimation printing processes are the same for virgin and recycled fabrics, which helps reduce complexities and production costs. “

Eco-friendly dyes may tick a sustainability box, but they can have their own color challenges. Dyenamix, which offers bespoke dyeing, printing and textile design services to the luxury market, for example, eschews natural dyes, saying they have “inconsistent color, require mordants, are difficult to match. colors batch to batch and have wash resistance. that does not meet company standards, ”said Raylene Marasco, Founder / Creative Director of Dyenamix Inc.

Many brands have been numerically rating (solid) color for years, with physical rating being an integral part of the process. But the pandemic has pushed remote color teams more digitally, with technology allowing vendors to take more responsibility for approval.

“The pandemic has dramatically driven the acceptance and increased use of digital color approval, using narrow tolerance spectrophotometers,” said Lloyd Van Vliet, senior marketing director, Americas, Datacolor. “This increase in efficiency has prompted several brands to take their color management processes to the next level and go so far as to allow suppliers to self-approve their own work. Many brands have relied on [our] Datacolor Certify program to ensure suppliers were qualified and able to meet color quality expectations.

Color lifecycle management (CLM) represents a whole new paradigm in color management for fashion and footwear products, noted digital solutions company DeSL, especially those working remotely with increased pressures. on speed to market.

“Covid has fueled the need for a single source of truth for color, accessible from anywhere and anytime, including at home,” said Pam Peale, vice president of global sales and PLM operations in the United States, DeSL. “DeSL’s CLM provides the platform to access color standards, review spectral readings, and track the progress of all color activity. “

Designers, on the other hand, are increasingly using digital samples to speed up the process, as manual color verification can be time consuming, expensive, and prone to human error. SwatchOn, for example, started digitizing fabrics in large libraries in 2019, projecting that the fashion industry would go digital around 2023. Having identified their sources of digital fabric, they probably haven’t. said Woosuk Lee, co-founder of SwatchOn.

On the other hand, as digital processes remove the subjective element from visual assessment, they put additional pressure to ensure that the color measuring devices used are accurate, capable and appropriate for acquiring color attributes and appearance.

There are many color and color consistency challenges, many of which are solved with technology, industry insiders have agreed. This is accentuated by the fact that different categories of products are made in different production facilities, but the colors of the resulting products should always match.

Color is also perceived differently in different lights. “We ask for the light source of the room where the textile will exist. Is it in a sunny room, a dark library? says Marasco of Dyenamix. “The light in the room can change colors, so communicating a light source to each supplier will minimize metamerism between colors. “The best way to maintain consistent color across all products intended to work together in one room,” she advised, “is to provide the full product line as color standards, if possible, by report to a [single] Pantone color, which may be interpreted differently in different products and by different sources.

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