“Our tastes and preferences are shaped by the world around us”

Have you ever wondered why you enjoy certain foods, music, or activities? Why you have a favourite colour, or a preferred style of clothing? These preferences may seem like they are entirely individual, but the reality is, they are heavily influenced by the world around us.?

In a recent seminar we attended at the Surface Design Show in London, Hannah Malein, Creative Director of Colour Hive - the trend forecasters and colour experts - discussed the ways in which our tastes, preferences and fashion choices are shaped by the world around us. Presenting her global colour material and finish forecast for 2024, Hannah shared her insights on what is currently driving consumer demand and the upcoming design themes for the next year.?

Come with us to delve into the themes that shape our industry and decipher how the direction of the creative design and decorative market is set. You never know, you may already be subconsciously in tune with the forecasted trends…

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Noun; Provenance - the place of origin or earliest known history of something.

It is this simple noun which we use as our starting point and the forecasted key word influencing our design trends for next year. Focusing on the importance of origin and localism, and how this affects the environment, the key themes for 2024 identified by Malein were authentic, crafted, considered, sustainable, local, digital and engineered. Establishing these key themes for Colour Hive is step one. Once decided, these themes influence not only the desired colour palette but equally so, the materiality used across all sectors such in design, interiors, product design and fashion. These themes combined with external stimuli, such as current social affairs and world events, shape the upcoming wants and needs of the consumer market and our industry.?

In other words, what is happening in our larger world is linked to the relevance of the set trends and therefore desired colours and textures…in essence the inspiration for our fashion and design world.?

With the prevalence of the climate crisis, the meaning of true value is shifting towards sustainability, ethical production and respect for the makers of our produce. Sustainable materials have become an increasingly important consideration in the design and construction of buildings and products. Not only do they help to reduce the environmental impact of these projects, but they can also contribute to the overall health and well-being of the people who use them. However, it is not enough to simply choose sustainable materials; it is also essential to consider the ethical importance of sourcing these materials from the right places, having ‘land connections’ using materials sourced directly from site. This means working with suppliers who prioritise fair labour practices, support local communities, and use responsible sourcing methods. By taking these factors into account, we can ensure that our use of sustainable materials is truly ethical and contributes to a more just and equitable society.?

Once we realise the prevalence of the importance of looking after our environment to our community, it is evident that colour combinations, fabrics and collections are all based on these fundamental themes. Malein shared a concept named ‘Future Pigments’, a technique put into practice by experimental clothing brand Vollebak and biomaterials company Living Ink. Teaming up, they created a T-shirt using black dye made from algae instead of petroleum, making a way for sustainable fashion. This striking example of authenticity combined with technology proves that all trends are related to a concept, the provenance concept, and how studios and designers are more and more using natural, sustainable palettes due to the influence of environmental trends.?

Engineered composites are another way in which we see this trend appear, however more specifically this time in the interior design and architecture industry.? Engineered composites is a versatile and durable method in which recycled materials, such as wood pulp and eco resins like Terrazzo, are made into material finishes and products, showing the evolution of our industry and the importance of emphasis on localism and sustainability.?

If more retailers and designers can become in tune with these concepts, it will transcend multi aspects of design and highlight how collaborative trends can inform design concepts and influence the creation of meaningful design solutions for the decorative.

Colour theory also comes into play here. The collection of rules and guidelines which designers use to communicate with users through appealing colour schemes in visual interfaces are also influenced by these trend forecasts. You will notice the key colours emerging within the design and fashion industries are earthy, muddy, and related to nature, or as Malein put it “A dynamic and yet useable evocation of nature’s greens and golds”. Not a coincidence of course, that these colours relate back to the conscious consideration of sustainability and the wellbeing of our planet.?

Similarly, we see the trend forecasts emerge in materialisation and finishes of our soft furnishings and fashion staples. The goal here to relate the finishes of items to the natural world and those who hand craft them. A particular trend raised by Malein in her seminar, was the use of chiselled finishes to represent slow craft and the visible marks of the maker to ground the consumer to the provenance of the items they acquire.?

Incredibly, once you acknowledge that colour palette and textures are linked back to the current topics happening around the world, you notice more and more the agenda of those who forecast these trends and where they get their inspiration.?

So the question is…What themes and trends have you noticed or experienced in the last year, and do you think that they are linked to what’s been happening in our larger world??