Surface World July 2019 Surface World July 2019 | Page 181

BASF
Varieties of metallics mirror consumer
commitment to societal change
¬The colour trends reflect designers’ observations
of an increasing desire to make essential changes.
This impacts not only general consumption patterns
and behaviours but also personal objectives.
Since lifelong jobs are rare for many younger
people, straight biographies are superseded
by multifaceted life styles – what is now referred
to as the “slash” generation. This requires flexible
attitudes towards mobility patterns. The attitude
of the slash generation is geared towards flexibility
and creativity, offering the right balance between
work and leisure. This interplay is captured through
a series of metallics and solid colours ranging from
light to dark shades.
In addition, numerous consumer and industry
driven initiatives promote the profound rethinking
of material life cycles. The designers of BASF’s
Coatings division transform these impulses into
innovative colour concepts combining the aesthetic
with sustainable solutions.
EMEA – Defining new standards
The immensely positive vibe is an indication for the
upcoming changes of societal conventions in EMEA,
in which unique colour positions like violet metallic
can become more common. One of the facets
emphasising this optimism is the continuously
increasing importance of individuality for design
concepts which is reflected in complex metallics in
the beige and gold colour space. Another aspect
of life in this region is the exploration of human
needs in the context of increasingly automated
mobility. Therefore, a selection of colours in EMEA
are characterised by an artificial look which deletes
effects but adds functionality. This also underlines
the approach to pursue progressive ideas.
Asia-Pacific – Awareness for a new
scope of action introduces a balanced
palette of warm colours
The spirit of multi-facetted life concepts manifests
in the awareness of a new scope of action in Asian
urban societies. Tradition fuses with new impulses of
sustainable production and introduces a balanced
palette of warm colours with calm, saturated flops.
Moreover, these hues also go beyond the stereotype
look of shades and surfaces, with fresh whitish
silvers and more complex warm colour spaces.
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While the technology-friendly mind-set in Asia-
Pacific favours bright floating colours such as silky
neutral metallics and blues with a slight colour shift,
the more emotional face of future automotive
technology reveals itself in dark, raw vital colours
such as coarse grey metallic or sensual purple.
All in all, Asia Pacific’s modest and familiar
colour ranges make visionary automotive concepts
more applicable.
North America – Colour changing hues
reflect digital and lifestyle trends
The continued fascination with technology in North
America, coupled with an engaging and novel
approach to ownership and co-creation, results in
a change in the colour palette from previous years,
manifesting in a more pronounced flip-flop effect
in varying hues rather than lightness/darkness.
There is also a softening of the overall texture of the
metallic effect. The new look to colour travel comprises
the emergent understanding of human interactions
with machines, the mind-body duality, and the
conflation of the conscious with the subconscious.
There’s also the continued emphasis on the
marriage of functionality with the aesthetic.
Whether it’s creating a broad selection of colours
to facilitate the engineering requirements of future
transportation or a focus on using colourants and
products from eco-friendly sources, the region’s
designs are tied to expectations of performance
and novelty.
Colour expertise of the Coatings division
Every year the designers of BASF’s Coatings
division translate their findings and predictions of
technological and societal change into a collection
that will influence automotive colours three to
five years into the future. They undergo intensive
research into future trends which they use as a
foundation for the development of surface, texture
and colour positions. As a result, the designers
present global trends and developments within
the regions of Europe, the Middle East and Africa
(EMEA), Asia Pacific (AP) and North America (NA).
About BASF’s Coatings division
The Coatings division of BASF is a global expert
in the development, production and marketing
of innovative and sustainable automotive OEM
and refinish coatings, decorative paints as well as
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