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Dear Xymara Reader
This issue, we're incredibly happy to announce the launch of our companion
online design magazine, INMYX™, with the
release of its first issue! INMYX features stories and articles on the latest
design trends and interviews with established and up-and-coming designers.
Future issues of INMYX will be released at regular intervals throughout the year.
As happens every two years around this time of year, the thoughts
of many of us turn to the European Coatings Show, the premier event
for the paints and coatings and printing inks industries. We are no exception.
Ciba® XYMARA™ will be well represented in Nuremberg, together with Ciba's full
offering to these industries. You will have seen that we have launched a lot of
new Ciba XYMARA products in recent weeks and you will be able to see all of
them "in action" at our booth: Stand 650 in Hall 4.
Just as a reminder therefore, this month's newsletter also highlights
the many exciting innovations we've introduced and will be presenting in Nuremberg.
We hope you enjoy exploring our world of effects!
Le Vin Chin
Editor-in-chief
xymara.com
News
What's new and what's happening in the world of effects? We provide information on design trends, market players, novel products and innovative technologies.
Events
Where to go to find inspiration - or to meet your network of contacts? We highlight the most influential design shows, trade shows and press events.
Designers Corner
All about design, from inspiration to concrete examples, via interviews with designers and features on events and trends.
Color Trend Research (EXCLUSIVELY in the XYMARA Newsletter)
In-depth studies on the science, art and philosophy of color and design, republished from the Ciba® Xymara™ Color Trend Vision package.
INMYX
Highlights from xymara.com's companion online magazine, INMYX.
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Ciba® will attend the European Coatings Show from May 8-10 in Nuremberg, Germany.
Look for us at stand no. 650 in Hall 4! Here is a preview of what we will show you ...
Read full story on www.xymara.com
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A new-generation, high-performance pigment which extends the
range of color possibilities - the achievable "color space" - in paints and coatings.
Read full story on www.xymara.com
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Ciba is entering the electronics printing market with a new range of
conductive inks for radio frequency identification (RFID) antennas, packaging and graphic arts applications.
Read full story on www.xymara.com
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Ciba® XYMARA™ Satin Black Pearl broadens design scope, adding depth,
strength and definition, as well as imparting elegance and style ....
Read full story on www.xymara.com
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Ciba® has expanded its existing range of high-reflectance aluminum pigments to extend the
range of styling possibilities and cover even more of the color space ...
Read full story on www.xymara.com>
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XYMARA™ Markers are a range of inorganic UV-fluorescent pigments providing
high-quality, high value added effects for a variety of end applications...
.
Read full story on www.xymara.com
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The European Coatings Show 2007, May 8-10, 2007 and the
Nürnberg Congress, May 7-9, 2007, at the Exhibition Centre Nuremberg,
Germany ...
Read full story on www.xymara.com
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Every design process is inspired by something else, what the designer has seen, heard or felt - an interview with Kathrin Schiffner
Read full story on www.xymara.com
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Cultural groupings
Blue is the most popular color worldwide. However,
its associations vary widely from culture to culture:
in China, blue is regarded as a sad color, whereas
in Europe it is considered "happy"; in Korea it is
associat-ed with freshness and innovation,
while in the USA it suggests technology.
The range of terms with which blue is associated
vary from "high tech" to "nature". (1)
Communities
However, the various communities within a
cultural group also develop their own associations
for particular colors. Sailing enthusiasts, for
example, today asso-ciate charcoal and black with
"speed", presumably because black represents the
carbon fiber of the mast and hull and because dark
colors protect the aramid fibers integrated into the
sails used by today's regatta yachts from UV radiation.
However, white or dark
blue boats - the traditional colors of classic yachts -
with teak decks are also still popular. Silver, seen all
over Europe in every shade possible and particularly
popular with cars, is not found in the yachting world.
Models
When a buyer decides for or against a color, he or
she is largely influenced by preconceived ideas
or images. These can be understood as "models"
and they are the result of tradition or conscious or
subconscious association with a community and
its particular style. Images that feature in publicity
or product presentations become models for
color selection. The color that is finally chosen is
the one that corresponds most closely to the model
an individual favors.
Manipulation
The default color in configuration software, for
example, influences the decision of a user looking
to make a purchase.2 Product suppliers should
always take this into account and they can, if re-
quired, also use it selectively, for example, to strengthen
corporate identity as brand products
usually come in one color, or to increase sales by
using premium-price colors for product advertising.
Courage
In making a purchasing decision, however, every buyer
is also influenced by objectives or images from his or
her own personal experience. Yet to go one's own way
requires a degree of courage. Buyers who choose a rare
or unusual color are tormented by questions such as
resale value or their neighbor's opinion. Since the buyer
definitely has the skill to select a color, it is most likely
to be a lack of confidence that prevents him or her from
breaking away from the mainstream.
Color skills
We learn how to choose and combine colors in
childhood. Consumers possess astonishing sensitivity
when it comes to handling colors and applying
their models. In usability tests for MP3 players,
participants were surprisingly fast in deciding on a color,
as well as whether to have a matt or glossy effect, for
both the front and the back, despite having 32 options
from which to choose. In a second series of tests,
participants were even given the option of
using a color swatch to choose the color. They were not,
as anticipated, overwhelmed by the number
of options. Most of them focused on a range, for ex-
ample: pale blue, comparing it only with other
colors in the same shade area.3
Roman Aebersold, Graduate in Design
Research and Development Coordination,
Lucerne School of Art and Design, Lucernen
1 Source:
Cheskin; MSI-ITM, CMCD Visual Symbols Library;
Global Bias; Part 1: A series of Studies on Visual and Brand
Language Around the World; COLOR, 2004.
2 Source: Hermann; Automobilauswahl Online -
Gestaltung des Car-Konfigurators unter Berücksichtigung des individuellen
Entscheidungsverhaltens; University of St. Gallen, 2005
3 Source: Aebersold, Widmer; Leitfaden für Co-Design-Systeme;
HGK Zürich, 2006.
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