ColorForward tm

Consumer Directions 2010

Masterbatches

As the premier color fore- casting tool in the plastics industry, ColorForward ™ enables designers and brand managers to make successful color choices today for products and packaging that will be marketed a year or more in the future. By accu-rately predicting which colors will resonate with tomorrow’s customers, ColorForward is an essential guide for brand marketers seeking a competi-tive advantage.

ColorForward is an endeavor undertaken annually by an inter-national team of Clariant color specialists. The group includes members of every influential color analysis organization in the world. Through months of in-depth research and intense collaborations, the team identifies which cultural and lifestyle trends have true global relevance, and what influence the trends will have on con-sumer color preferences.

The ColorForward global analyses of societal and mass- market trends for 2010 have identified four major concepts that will significantly impact consumer color choices. The forecasted colors should be viewed as points of inspiration and exploration, open to inter- pretation and adaptation to meet the requirements of particular products and markets. Mixing and matching the colors from all four trends can further expand design concepts.

ColorForward ™

Tech It Easy

Societal trends

Reinventing Happiness

ColorForward is a major initiative of Clariant’s international network of ColorWorks™ design centers. These strategically located facilities are creative and technical environments for advancing innovations in color and effects for plastics. They provide OEMs and processors with a full range of aesthetic and technological tools to accelerate the development cycle and create products

with maximum visual and sensory impact. Supported by the unrivaled resources and global capabilities of Clariant Masterbatches, ColorWorks helps manufacturers effec-tively use the power of color to influence purchase decisions.

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ColorWorks™

Age ShockEmbracing Gaia

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Faltering economies. Environ-mental threats. High-speed lifestyles. Market uncertainty. Consumers are responding by taking positive and decisive action through personal forms of self-expression. This is a time when people are reevaluating their lives, looking inside themselves to see what truly gives them pleasure and satisfaction. They want the freedom to pursue their goals and are committed to self-improvement and self-fulfillment.

Many are finding solace in “cocooning,” creating a peaceful home environment where they can be themselves, relax, recharge and find respite from the responsibilities and stresses of daily life. Those with an adventurous spirit are expressing themselves through activities and vaca-tions that provide escape and excitement.

“Quality of life” is extremely important, and many are questioning the worth of materialistic living, returning to what they perceive as real and basic values. Time is a precious commodity. It must have real quality. What one does, where one goes, whom one is with must be enjoyable as well as reflect the desire for a simpler, easier way to live.

The color palette for this trend expresses harmony and balance, combining a feeling of luxury with a sense of well- being. People will respond to products that fit in with their new independence and positive outlook. Brands and businesses that build “trust equity” will have an edge, as will those with a reputation for innovation.

Reinventing Happiness

love/passion

self-indulgent

simple pleasures

GoldivaOmniColor® DW84076676

n SatisfactionREMAFIN® PE33079380

n Spring FlingREMAFIN® PP62001290

n CashmereREMAFIN® PE82077760

n BalanceREMAFIN® PE52080230

satisfaction

personal luxury

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define your own dimension

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Society has never been more open to technology’s ability to serve our needs and simplify the complexities of modern living. We don’t just use high-tech products, we interact with the technology, giving us a sense of mastery and accomplishment.

Advances in technology have brought us a plethora of new materials, opening new pos-sibilities in product design. Culturally we are embracing design in a new way, reas-sessing the ability of creative expression to make a brand stand out.

Those who want to gain a market advantage are forging new business partnerships. Co-branding is a growing reality with big names in fashion and design attaching their signatures to a range of products outside their usual spheres. There is a creative

sharing that combines the aesthetics of the designer with the craftsmanship of the manufacturer. Statement pieces, personalized finishes and the status of the designer provide opportunities for additional value.

Technology’s color palette is bold and vibrant, expressing the positive impact scientific developments and future products will have on society.

Tech It Easy

performance

connectivity

simplify complexity

n Clockwork OrangeREMAFIN® PE1CAG12020

GoldzillaREMAFIN® PPB4620005

n Blue YayREMAFIN® PE5N175729

n White DiamondRENOL® SL00050110

n IndiblakREMAFIN® PE54080121

innovation

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smart

multifunctional

biomimic

rediscovering

new solutions

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Perceived as an active, intelli-gent and even spiritual pres-ence, the Earth has become an essential and dynamic source of inspiration for products and lifestyles in our material world. In science, a new discipline called Biomimicry studies the processes used by nature for ideas and solutions that can be applied to human society.

A fresh “green” feeling is spreading, calling us to a more intimate relationship with the natural environment. The desire to bring nature indoors, hybrid cars, going organic, sustain-ability, and new forms of energy are all examples of people integrating green concepts into daily living. Fabrics designed with leaf and floral prints, objects and jewelry shaped like animals, or handbags fashioned like seashells are obvious examples of nature’s influence on product design.

But the trend is moving beyond simply making objects with the colors and shapes found in nature. Using advances in technology and materials with a color palette representing hues of earth, water and sky, designers are fashioning products that more closely personify natural phenomena. New design solutions are generating ways to capture the tactile sensations of organic textures and/or the visual ex-perience of the way light shifts and changes on surfaces. The perceptions these products create are illusory as their innovations in colors and effects fool the eye and the senses. The result is a new wave of consumer products with heightened levels of sensory appeal.

Embracing Gaia

hybrids

designing nature

inspiration from environment

ReflectionREMAFIN® PP51714390

Shining OakREMAFIN® PPC2620002

n Jungle PassionRENOL® BL31050105

n Barefoot in the ParkREMAFIN® PE63078555

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Perceived as an active, intelli-gent and even spiritual pres-ence, the Earth has become an essential and dynamic source of inspiration for products and lifestyles in our material world. In science, a new discipline called Biomimicry studies the processes used by nature for ideas and solutions that can be applied to human society.

A fresh “green” feeling is spreading, calling us to a more intimate relationship with the natural environment. The desire to bring nature indoors, hybrid cars, going organic, sustain-ability, and new forms of energy are all examples of people integrating green concepts into daily living. Fabrics designed with leaf and floral prints, objects and jewelry shaped like animals, or handbags fashioned like seashells are obvious examples of nature’s influence on product design.

But the trend is moving beyond simply making objects with the colors and shapes found in nature. Using advances in technology and materials with a color palette representing hues of earth, water and sky, designers are fashioning products that more closely personify natural phenomena. New design solutions are generating ways to capture the tactile sensations of organic textures and/or the visual ex-perience of the way light shifts and changes on surfaces. The perceptions these products create are illusory as their innovations in colors and effects fool the eye and the senses. The result is a new wave of consumer products with heightened levels of sensory appeal.

Embracing Gaia

hybrids

designing nature

inspiration from environment

ReflectionREMAFIN® PP51714390

Shining OakREMAFIN® PPC2620002

n Jungle PassionRENOL® BL31050105

n Barefoot in the ParkREMAFIN® PE63078555

n Touch Me...REMAFIN® PP82620092

biomimic

rediscovering

new solutions

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modern thinking

GRUPS (today’s Grown-Ups) are deferring the aging pro-cess. Forty has become the new 30, and 30 the new 20. “You’re only as old as you feel” is society’s mantra, with age no longer a matter of years, but an attitude toward life.

This trend is displayed by Baby Boomers who refuse to play the traditional role of “the elderly.” They have money, time and influence, and they want to actively enjoy their later years. On their heels is the Bridge Generation, or Generation X. This group, now in their 30s and 40s, are comfortable

embracing much of the fashion, music, entertainment and tech- nology enjoyed by the twenty-somethings, or Generation Y. There is also more closeness among today’s teens – the younger millennials – and their parents. From movies to vacations to shopping, they are doing more things together.

As age stereotypes are break-ing down and the boundaries between generations are dissolving, growing older also means having more discretion-ary income. Mature consumers are buying items that are youthful in style or attitude, but they are more discerning about product quality. A new group of “young affluents” is also emerging. This highly

educated, sophisticated, and influential group are savvy consumers, pursue luxury and will be the focus of high-end marketers.

This trend’s color palette rep-resents the ideas of creating links as well as transitions. The color choices are bright and fresh, with hip and trendy appeal.

Age Shock

ageless

free expression

n Forever YoungOmniColor® DW22075785

n TransitionREMAFIN® PE33050954

n JeanealogyOmniColor® DW53077206

n ElixirREMAFIN® PE4N075138

n I Tawt I Taw a Puddy Tat

REMAFIN® PE12078732

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freedom

I am who I am

no limits

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™ ColorWorks and ColorForward are trademarks, and ® REMAFIN, RENOL and OmniColor are registered trademarks of Clariant.

This document provides general information about our products and their uses. Customers should determine the suitability of using Clariant products in their own applications. Clariant only warrants that our products will meet their published specifications. All other express or implied warranties are disclaimed.

MB1175 1.09

©2009 Clariant Corporation. Printed in U.S.A.