Relationship to the digital world shapes BASF’s automotive colour trends
The designers of BASF’s Coatings division translated the question of individual data control, as well as the need for an extensive gathering of information for technical and social possibilities into a collection of 65 new automotive colours.
A desire for more simplicity and transparency in a digital world inspired the overarching theme of the 2017/18 collection entitled “Translucid”.
Digital shifts – intense blues and new light colours
In the digital world, the beauty of the body and other analog objects gain more attention with an increasing number of people looking to hide from data collectors and surveillance. This trend affects the automotive colour palettes. Warm, beige colours deal with aspects of the skin, while dark and light blues express digitalisation of the human body.
Increasing connection – pastel and chromatic colours
In addition, data exchanged without the confines of time and space create fluid boundaries. Cars are developing from vehicles into highly complex products that communicate intensively with drivers and the environment. The intricacy of our connection to objects is reflected in dimensional sparkle and a mixture of crisp and clear effects. Pastel and chromatic colours and intense blues represent the image of new technologies and emphasise the uniqueness of the digital age.
In general, the relationship of fascination and fear as seen in the reflection in our digital mirror oscillates between dark and medium grays.
