Regional Colours
Update July 2022
Regional Colours
Colour for the Future
Welcome to the Colour Flow 2024 Regional Colour update. With this update, we dive deeper into four different regions in the world to identify the local future colour directions. The initial input for regional colours can be found in Colour Flow 2024. Although within the regions, there are still enough differences and influences to be found, the purpose is to create authentic and genuine connections through colour that resonate in these specific areas.
Global/ local
At the global level, the general design and colour story can be told. At the local level, this story should be implemented and adapted to the specific regions' geographical, political and socio-economic contexts. Local and global influence each other, an international story can be adapted to a local context, and regional developments reinforce global choices.
Local engagement
Brand activism on a local level and involvement in, for instance, local elections, cases of systematic racism, social protests, consequences of climate change and local cultural expressions are becoming increasingly crucial for brands. Active involvement of a brand in local social issues and focus on improving the local society can come in many shapes, sizes and expressions and be social, political, economic or environmental. It is possible to contribute to the world through colour choices related to political, ecological or socio-economic developments.
How the colour vision is built
The influence of technological, social, economic developments and cultural influences in Europe, Asia Pacific, North & South America, Africa and the Middle East were analysed as a basis for the colour selection. And next to that, how these developments influence people’s values , colour directions and the use of colour. Perceptions vary from region to region, and local events affect people’s lives and their aesthetic preferences. The variations within regions are undeniable, and it is essential to understand the different perspectives and regional identities.
About the colours
The sixteen colours in this update are long-term colours for each region, targeting 2024 and beyond. We have defined four extra colours to work with, and these combine well with the regional colours of the Colour Flow 2024. Colour is a critical element in communication and design. It is a tool to create atmospheres and encourage emotional connections. Colour influences people and offers us freedom of choice over human mood, behaviour and interaction. The colours of Colour for the Future are colours that build a better future and contribute in their specific way to a positive future.
You van download the Adobe .ase palette here
You can download the PDF here
1/Europe
A vision for human wellbeing
The financial forecast for Europe towards 2024 shows that the growth outlook has been revised downwards, mainly influenced by the economic consequences of the war in Ukraine. The conflict, the price increases and the shortages in the supply chain (especially in energy and food) are affecting all European citizens, and expectations are that the intense phase of the war will continue. Those with a minimum income experience the most significant impact.
Inflation is expected to remain high, and concerns about the recession and how long it will last affect people’s choices. At the same time, the question arises whether people have not been paying too little money for commodities for far too long.
Technological developments in Europe primarily aim to accelerate the energy system's transformation. The focus is on sustainable innovation and accelerating the transition of renewable energies such as solar and wind energy. Still, countries return to coal-fired power stations to conserve precious natural gas reserves. Regarding pressing climate change issues, this raises the question of whether Europe heads back or moves forward. Technological innovation in Europe can mean returning to the systems before the industrial revolution.
In contrast to the other regions, Europe's population is projected to decline because of declining fertility rates and increased life expectancy. In 2021, more than one-fifth (20.8 %) of the EU population was 65 and over, and this trend will continue, increasing the demand for health and social care and impacting the workforce.
The World of Volvo by Henning Larsen Architects
Changing values
The focus on the quality of life, sustainable lifestyles and conscious choices is growing in Europe due to increasing awareness of the threats of climate change. The pandemic has changed life forever, and contact with nature and the effects of nature on health is highly valued. The way forward entails a new way of spending, living and working based on fair interaction between all organisms, communities, and their environment. The link to the past is always tangible in Europe, and ideas of history, tradition, and future intermingle. Nostalgia can have both negative and positive effects; it can suppress innovation or be a grounding factor for the future.
Analysis Europe
Left to right: Efficient operation and maintenance of offshore wind turbines by TNO, Euro area inflation in June 2022 by Eurostat and Bloomberg, image by Lonely Planet Traveller, photo by Sebastian Bădicel
Elements Europe
Left to right: Mixed emotions by Fredrik Nielsen, Loewe Foundation, Waterschool M4H+ by Studio Makkink & Bey, The Plus for Vestre by BIG Architects, Classic Photo Album by Present & Correct, Basket by Loewe, Photo by Unknown, Hydrogen powered Lava bike by Studio MOM
The colours
Left to right: Maggie’s Leeds Centre by Heatherwick Studio, Cover image At the Edge of the Water; Where Do I belong by Caitlin Hart, Sea Stem by Mathieu Collos Architecture, Andalusian Institute of Biotechnology in Seville by Sol89, Installation by Lauren Halsey
About the colours
The four colours for Europe emphasise the transition to a green economy and circular design systems. The focus is on conscious modest lifestyles, smaller living and renewable resources to live a life close to nature that adds to human wellbeing. The colours link history with a future vision and technology with craft. Biome and Space Grey symbolise investments in technology and innovation. Mirage green reconnects with nature for a more balanced and stable future, and the slightly lilac neutral shade Petal is a timeless base tone with elegance and identity.
2/Asia-Pacific
A future for all
Asia-Pacific is at the forefront of technological developments in the rapidly developing global digital-first economy. Due to advanced data collection, developments such as self-driving robot taxis can be experienced in some Asian cities. Many people in Asia-Pacific share enthusiasm for the Metaverse, virtual and augmented reality (VR/AR), gaming, cryptocurrencies and blockchain.
As for renewable energy, Asia has the largest installed capacity share (45 per cent) which is expected to rise to 56 per cent by 2040. However, the war in Ukraine has implications for China’s decarbonisation plans, as access to pipelines is blocked, and there is a risk of a shift back to coal in the near term.
In Asia-Pacific, especially in China, many people have experienced a long time of strict lockdown due to intense infection prevention measures. Building trust is crucial for China even more than for other countries. More open discussion, for example, about vaccines can counteract the negative impact on public confidence.
Asia-Pacific’s population has grown by more than a billion people in the past 25 years. The challenge in the next 15 years is to ensure a positive future for all through quality primary health care, nutrition and education and a smooth transition from school to economic opportunity. Each of these goals requires extra attention to the specific needs and limitations of women and girls. Gender roles are still traditional, also how they are represented in the Asia-Pacific media, but the conventional narrative depicting females is slowly changing.
Capita Spring in Singapore by Bjarke Ingels Group in collaboration with Carlo Ratti Associati
Changing values
Asia-Pacific is known for its fast-paced lifestyle and highly competitive society, and often demanding day-to-day life. The search for ‘emptiness’ or ‘nothingness’, expresses the Asia-Pacific ideal of emptiness as a form of fullness, an antidote for a mind in constant overdrive. The desire for a minimal life has been a growing trend in the last ten years combined with the need to be in contact with nature for climate concerns and stress reduction. The zero-waste life has become a lifestyle, doing what you can for the climate through recycling, reusing and buying less. For design, blending technology and innovation and exploring form and function in Asia-Pacific leads to new experimental and dimensional aesthetics.
Analysis Asia Pacific
Left to right: Benefits of autonomous driving by Continental AG, Photo by Min Won-Ki, MetaHorizons, “The Future Now” exhibition by Zaha Hadid Architects and Refik Anadol Studios in Seoul, Photo by @sam_view
Elements Asia Pacific
Left to right: Bamboo art by Tanabe Chiku’unsai IV, Project H1 by UnStudio and Hyundai Development Company, Outfit by Leje, Photo by Julia Bärlund, 620km per hour, high-temperature, electric Maglev train in China, “Chroma V” by Yunchul Kim, Paperbricks furniture by Woojai Lee
Colours Asia Pacific
Left to right: East-West restaurant in Shenzhen by Horizontal Space Design, Hutong Bubble 218 Urban Renovation by MAD Architects, South Korean designer Lee Kwangho, Floating Hotel model by More Architects
About the colours
The four colours for Asia-Pacific have a grounded feeling as well as a futuristic edge. The colours are inspired by the search for balance and to counteract tech positivity with nostalgia and handcraft and feed the soul, mind and spirit. The colours are Tide, a symbolic blue colour and Canyon, a traditional red that is faded combined with Carbon, a dark brown grounded colour and Jute, a calming neutral shade.
3/North & South America
Adding warmth
A generational shift is happening regarding technological innovation in North America. From platforms primarily based on the use of smartphones, a new generation of mission-driven start-ups emerge from the intersection of climate change, social and political unrest and recession. South America’s investment in digital infrastructure is less compared to other regions and the digital economies are lagging but South America is open to new technology such as El Salvador, which has adopted Bitcoin as its official tender.
Many share widespread concerns about the economy and inflation and have the idea of moving in the wrong direction. The elections of 2024 and the state of America’s democracy and political division are pressing issues, as are the historic and far-reaching decision to overturn Roe vs Wade, which is a setback for women’s rights and autonomy and gun policies following mass shootings.
The positive side is that many innovations are born based on finding the way forward and making right what is wrong, based on new priorities from yet another crisis. The relatively low inflation of pre-pandemic times has changed, inflation in North and South America is high and getting higher, and due to the spiking prices of gas and groceries, many people are barely able to buy what they need.
Artwork by Jaider Esbell
The socio-economic situation in South America is one of political turmoil with concerns about nature. Deforestation in combination with climate change has a substantial impact in South America and especially in the Amazon and controversy over the sustainability of, for instance, hydroelectric dams that are displacing indigenous communities and destroying wildlife lead to protests. Inclusion of South American indigenous people in all levels of decision-making for their communities is a priority and the empowerment of local artisans and their craft is important so that communities can benefit and stay rooted in their place.
Changing values
The idea of crisis after crisis (the pandemic, the climate crisis, the human rights crisis, fake news and distrust and political unrest) challenges people in North and South America. The focus is on daily needs, justice towards women and indigenous communities and preserving history and tradition while being divided as a society. People in South America have a strong sense of community to create change in society and act to protect the environment.
Analysis North America
Left to right: Photo by The Economic Times, India, Data by U.S. Senses Bureau, International Data Base, graph by Kulzick Consulting, Photo by Roibu, photo by Alex Huanfa Cheng
Elements North America
Left to right: Digital house by Krista Kim, Outfit by Orenda Tribe, Central Park tower, photo by Paul Clemence, Sculptural work by Simone Leigh at La Biennale di Venezia, Reform Kitchen by David Thulstrup, apartment design by Selma Akkari and Rawan Muqaddas, Ecstatic Draught of Fishes by Ellen Gallagher, DVN table by Pelle
Analysis South America
Left to right: The Tucuruí Dam in Brazil, Photo by Amanda Perobelli, Photo by Florencia Guzzetti, Photo by Florencia Guzzetti, Photo by Gentl and Hyers
Elements South America
Left to right: Indigenous climate activist Txai Suruí, Wetland 3 by Studio Raffreyre, Residential Development in Ecuador by Tatiana Bilbao Studio, The Autumn Collection by Furf, Photo by Eduardo Verdugo, Favelas 4D by MIT Senseable City Lab, Originario Design Store in Mexico City by Andrés Gutiérrez
Colours North & South America
Left to right: SEArch+ Apis Cor by Melodie Yashar, Explora El Chaltén hotel in Argentina, Berlin Club Chair by Tyler Hays, Painting by Tyler Hays, Pool by 212box
About the colours
The four colours for North and South America are a range of browns with a touch of red, that search to bring harmony and balance and create a closer connection with the Earth. The colours are natural and a gradation from light to dark brown. They bridge gaps and unify differences and connect the past with the future. The colours are a reference that everyone stands on the same Earth; they are chosen for their unifying effect.
4/Africa & Middle East
A new narrative
While Africa invests little in clean energy, developments in the Middle East region are at the beginning of a major energy transition towards low-cost, reliable, emission-free energy. Efforts are gradually shifting towards renewable energy such as desert energy as well as cooling efforts. For self-sufficiency in food, the Middle East invest big in technology and innovation to help the desert bloom as well as farming in controlled environments.
With the current energy crisis, the abundance of natural gas reserves offers the opportunity for Middle Eastern countries to lead hydrogen projects. New discoveries of fossil fuels in countries such as Uganda and Mozambique offer hope for long-term economic prosperity in Africa.
Rare earth minerals, metals and building materials are needed to meet the growing global demand for clean energy technologies. The extraction of these minerals comes with social and environmental costs, local conflicts, child labour and an ecological footprint. Creating a level playing field is critical so that African countries and local communities that are affected by the extraction benefit socially and economically from their resources to diminish the destruction that extraction causes.
China is Africa's leading trading partner and also Africa's largest creditor. Africa is considered a key part of China's “One Belt One Road” efforts, due to its potential for rails, roads, and energy. The majority of African people believe that China has had a positive influence on their country. There is also criticism of the role of China not contributing enough to The World Food Program.
“Bonteheuwel/Epping” by Igshaan Adams
Global supply disruptions are the major drivers responsible for inflation in Africa. The war disrupts commodity markets and African food prices were already high due to the effects of climate change. This is causing food insecurity for many people in Africa, climate change will put a strain on already scarce water.
Nearly one in five people living in the Middle East and North Africa region is between the ages of 15 and 24 and young people are the fastest growing segment in this region. The Middle East and North Africa also address the highest rates of youth unemployment in the world. Life skills, strengthening education systems and improving the links between learning and the labour market are important to create jobs and support youth entrepreneurship.
Changing values
The African diaspora extends far beyond physical Africa, and Africa and the Middle East are increasingly influential in the global design world. African and Middle Eastern design is aimed at the bundling of different perspectives and connections and a strong commonality. The goal is to contribute meaningfully to the African continent. Traditions are being re-integrated and reinvented and sharing the history of the continent is for some the reference point, next to reinventing traditional techniques and a forward-looking vision and new narrative on the region in general. It is all about collective progress and the idea of working together. African people want to be in control of their stories and how these are told globally to change the collective consciousness. Safe spaces and opportunities for women are needed to break down barriers.
Analysis Africa
Left to right: Washing the Copper Ore by Fairphone, The Addis Ababa-Djibouti freight railway, Photo by Handout, Songs of Home by Marcellina Akpojotor, Girls Trip Ghana travellers by Eyitemi Popo
Elements Africa
Left to right: The Sacrosanct Hut by Thabisa Mjo, Lamp by Mash T. Design, mirror by Modern Gesture, ceramics and cork stool by Wiid Design and rugs by The Ninevites, Project Diaspora Portrait Series by Omar Victor, Stellar exhibition by The Guild Group, Capsule collection by Thebe Magugu, Photo by Alchemist-hp, Photo by Karabo Mooki, Francis A. Gregory Library by Adjaye Associates
Analysis Middle East
From left to right: Museum of the Future in Dubai by Killa Design, Solar dome technology by Neom and Solar Water Ltd., Sharaan Resort by Jean Nouvel, photo by Unknown
Elements Middle East
Left to right: National Bank of Kuwait Headquarters by Foster + Partners, autonomous pod vehicle service in AlUla by RCU, Photo by Unknown, Vertical farm by UAE, UAE minister of culture and youth Noura Al-Kaabi, Photo by Anna Nielsen, The UAE pavilion at Expo 2020 Dubai by Kossmanndejong and Tellart, King Abdullah Financial District (KAFD) Metro Station by Zaha Hadid Architects
Colours Africa & Middle East
Left to right: The Opportunity Pavilion designed by AGi Architects, Building by Lina Ghotmeh, Photo by Joe Lahdou, Loop-Weave Side-Slit Dress by IAMISIGO, Coming Together installation by Charwei Tsai
About the colours
The colours of the palette of Africa and the Middle East are earthy and have an element of dryness and correspond to desert landscapes and different types of soil. The faded purple colour refers to the light in the big cities and is a tribute to the handicrafts of African makers. The colours express a sense of coming together, and illustrate the interaction between individuality and togetherness. The range expresses poetic ways for dialogues and personal narratives.
Banner image, Space Between The Light Glows by Carla Chan
You can download the Adobe ASE palette here and download the PDF version here
If you would like to order the 16 swatches of the Regional Colours update you can contact us here