Asian Paints celebrates 20 years of ColourNext

THE HISTORY OF COLOURNEXT

ColourNext began as an exercise in thought leadership—the only initiative of its kind in the country—with a panel of seasoned experts in the fields of colour, design and consumer choices. Globally, there have been colour forecasters for the fashion, home décor and graphic design industry—but there was nothing representing India, where colour is truly democratic and cuts across all demographics. Asian Paints had something unique to offer at the time (two decades ago), and, today, ColourNext still continues to engage and generate interest in the design and architecture community. Experimenting with processes over the years, the paint giant has created an opportunity for the finest minds in design, business, politics, technology and culture in India to exchange their views and experience.

HOW DOES COLOURNEXT WORK?

A panel of seasoned experts are picked by the colour marketing team at Asian Paints, who are chosen for their diversity and cutting-edge creativity. With an incredible mix of secondary research, interviews with tastemakers and innovators, and core group discussions and deliberations that last for days at a time, the ColourNext team arrives at the direction they need to follow for the forecast of the year. Each story is then mapped by keywords, emotions, and colour and material qualities to arrive at the final forecast. This clearly points to one colour—the Colour of the Year—which represents the overarching story of that year.

THE FACTORS THAT INFLUENCE A TREND FORECAST

Socio-economic, political, environmental and cultural aspects of the current times are observed to cull out patterns that are forming across industry and human interaction. As not just a paint but also a home décor company, Asian Paints has a lens into stories that are relevant for a living space, that represent the core idea and designs of a functional Indian home. The group chosen for the ColourNext forecast team are quite diverse, too, with a range of distinct perspectives and experiences.

THE ONLY BRAND IN INDIA FORECASTING TRENDS IN HOME DÉCOR

No entity in any industry in India—be it across fashion or interior design—forecasts trends at this scale with an intricate investment in time and resources. The ColourNext team’s interactions have led to a realisation that each forecast is used by various industries from automobiles to consumer goods, especially when MNCs are considering foraying into India.

THE INDIA-SPECIFIC FORECASTING PRACTICES

The country’s rich and varied craft heritage, its geographical and cultural diversity, and the shared values of our society at large makes forecasting for India an intricate and intensive process. The ColourNext forecasting process is mindful of ensuring representation across all age groups and demographics in its research.

THE CORRECT TIME TO BEGIN FORECASTING

As early as February of the previous year, the ColourNext team begins its forecasting journey for the next Colour of the Year, with trends and colour palettes being inferred by September. This follows planning for various channels of communication and exhibits, before launching it in January or February of the following year. It is a fairly arduous process, similar to global forecasts.

THE 20-YEAR EVOLUTION OF COLOURNEXT

Over two colourful decades, quite literally, each team has gotten bigger, its span of reach has expanded, and there have been more and more learnings through an iterative process. This has created a fine art of picking up on an idea or concept at just the right time—after it’s gone past its embryonic phase but not before it can be considered mainstream. The ColourNext team has trained instincts and clear markers when an idea is just about to take off, and one can tangibly see each prediction come alive across the country—sometimes even globally!