The brown, reddish tones and golds...are going to be big in home furnishings and interiors this year, reflecting warmth and comfort, according to the Color Marketing Group in Alexandria, Va. Colors are moving from deep, jewel tones like sapphire and ruby popular over the past several years to softer, more saturated colors. Neutrals like gray, taupe and pearl blue will also become prevalent. "The browns, reddish tones, and golds is what we'll be seeing," says Nada Napoletan Rutka, past association president and a color design consultant. "These colors are more elegant, and after many years of emphasis on casual living, we are seeing a return to elegance."

"We're seeing products of mixed metals and stone Influence," she says, "that natural, pebbly effect. And with the new millennium people are looking for ways to relax and bring their lives into greater harmony and balance. This means colors that are on the cool side of the palette, colors that are calming and spiritual."

Colour Design is NOT magic, crystal ball gazing, lucky guessing, or what is "in". Colour design takes colour beyond the aesthetic to being an integral part of the marketing plan. Colour Design is a discipline or method of working with, creating or selecting specific colors to improve the saleability, function or quality of a product through aesthetics or decorative composition. It is the business of Colour. No other design field so focuses on Colour or has the in-depth understanding of color and its effects.

"Color sells. It is the primary reason people buy a product", said Ms. Napoletan Rutka. "Recognizing that color can be used as a strategic marketing tool, can add profit to the bottom line", she said. "If a company invests in using the right color for its product, then consumers will buy it."

"First and foremost, it doesn't matter what the trend is, you have to appeal to your end consumer", says Rutka. "Consider your audience, your message and your organization's image. When you have those in mind you can apply the trends," she adds.

"Ties and socks have been men's fashion statement, the only opportunity they have to wear color. Men are more open to color now because of the popularity of casual Fridays in the workplace. It gives men an opportunity to make their fashion statement. This provides a manufacturer the opportunity to look at color as more gender-neutral," Rutka explains. The economy has affected the retail industry and lines are consolidating.

Overall, consumers are seeking a sophisticated simplicity, trying to balance everyday living while aspiring for a more harmonious lifestyle. There are many factors influencing society today--the environment, ethnic cultures, the coming millennium and the economy, to name a few. For a vision of the color directions for 2000, we will simply interweave these factors into a mosaic of color.

"Consumers will continue to look for value colors--colors that are not trendy--for items with real classic style," predicts Nada Napoletan Rutka, president of Nada Associates, a color, design and marketing consultant. She foresees a move to understated elegance and casual, livable simplicity. "Light neutrals with a lot of color rather than just beiges support the theme," says Rutka.