Color Marketing Group Announces 2021+ European Key Color – Raison d’être

Color Marketing Group, the leading international association of color design professionals, introduced the organizations’ forecasted key colors at the 2019 International Summit in Tucson, AZ.

The Color Marketing Group’s 2021+ European key color “Raison d’être” is a mid-range tan with a slight violet undertone that suggests both the natural and artificial worlds.

Embracing the future has to happen with purpose, balance, and resolve. It is not merely enough to question it but to seek immediate resolutions. As the decade continues to unfold, it is the Raison d’être that is most important.

As the European 2021+ Key Color, Raison d’être embodies the directional thought processes, and the color trend, needed for a future of growth and innovation. Raison d’être is at once earthy and slightly synthetic in appearance. It is a mid-range tan with a slight violet undertone that suggests both the natural and artificial worlds.
Balancing the natural and synthetic are key to having a future in which all can survive. The connection between nature and the built environment introduces the concept of “Planet Living Room,” that the entire planet is home and needs endless respect.  Raison d’être offers a color of balance to see lifestyles and the world on its many levels. At one moment there is a great appreciation of history, during another the driving desire to move forward. There are endless moments of discovery, looking back and forward.

In addition, researching and creating new foods and sources, as well as revisiting ancient foods, creates contrasting realms for cuisine; and escaping into entertainment, either virtually or with augmented reality, underscores the need for balance, and Raison d’être.

Raison d’être will be found across all industries, with emphasis given to special effects, finishes, and textures. The variation in effects add to the balancing nature of the color and create a “just right” application whether transportation, fashion, home décor, or anything else. The subtle depth of Raison d’être addresses the need for profundity in a superficial and fast-moving world.

For home interiors, Raison d’être will bridge the greys, so prevalent now, by appearing in both matte and gloss finishes in architectural coatings. Textiles and furnishings will bring balance and richness to spaces in myriad textures and finishes and when enhanced with metallic finishes, Raison d’être will be the hue for appliances large and small.

As a color for balance, Raison d’être will bridge the synthetic with its naturally inspired hue with more sparkle in metallic finishes. Hovering between classic metal colors like silver and gold, it offers warmth and depth for professional and leisure transport, personal automotive and sports recreation vehicles.