University of Rhode Island  
Textiles, Fashion Merchandising and Design

TMD 402K The Art and Science of Fashion - Speaker Summaries

Margaret Walch, Color Association of the US: Color Forecasting by Jessie Lane 

Margaret Walch (left) with TMD Prof Abby Lillethun

Not many people realize how much thought and hard work is put into color forecasting. Color forecasters basically have to be able to tell the future. We know this is an impossible task, so the job at hand is a difficult one. As a society, we are told which colors to like by the Color Association of the US (CAUS). They have a team of people who work diligently two years in advance to predict the future popular colors in fashion and interior design.

Margaret Walsh, the forecasting director of the Color Association of the US loves her job.  This trained art historian and avid museum attendee has always shown an interest in the underlying psychology of colors and moods. She has learned over her eighteen years working in the color industry that the most scientific aspect of forecasting is knowing that people want change. Not only do they want change, but they don’t want change too rapidly. If there is a dramatic shift in the color palette, people tend to become uncomfortable, and want the old palette back.

For 2007, a very bright multi-colored approach has been predicted, using all of the colors seen on an upbeat, bright sunny day. After two decades of minimal color use, everyone is ready to add some light to the world. During the 1980’s, black dominated along with naturally derived colors. In the 1990’s, there was use of a little more color but not enough to satisfy the population.

In order to predict the colors of the future, forecasters need to take a look at the past. During World War I the hat makers were worried they were going to be cut off from German dyestuffs and French fashions. This caused the industry to organize their ideas and start a forecasting corporation. Today the CAUS works in an office lit entirely with natural light in order to pick a palette consisting of 44 different colors. It is best to review the colors on bright days from 11-1 o’clock so the colors can reflect as much light as possible. 44 colors may seem like a lot to the average person, but forecasters look at hundreds of different shades before choosing the final 44.

The color stories Margaret showed us will help later when we enter the industry. The center color story was mimicking the colors of the environment. This is a very important color scheme for the future because in these economically and politically difficult times we look at nature to lead the way. No matter what differences are occurring across the world, everyone is looking to preserve the environment that lately is so threatened. This causes green to be a very important color for the future.

Besides looking to the past for future color ideas, forecasters also look at interior designs and celebrities for inspiration. The Wilson House in Texas popularized the colors coral, turquoise and aqua. These were more vivid colors than people were used to, but the urge of individualism seen today has allowed them to remain popular. Celebrities seen on the red carpet in bright, brilliant colors let the population know its ok to wear these new hues.  Cate Blanchette was seen wearing bright yellow, purples and white which have made these colors popular for the future. Art is also used to inspire color forecasters. Two shows Margaret attended in New York City concentrated on the 1920’s and 30’s was a decade of feminine glamour. As a result of this, metallic and sequins are popularly seen today.