The Global Aesthetic Center
The Global Aesthetic Center has been leading AkzoNobel’s color trend analysis, color research and design, and art direction for 27 years. Creative Director, Heleen van Gent, heads up the Netherlands-based creative team in supporting 80 markets around the world and empowering consumers to make confident color choices for their homes.
ColourFutures is at the heart of the team’s work: identifying the Color of the Year and its four supporting palettes, transforming global trend analysis into paint colors and showcasing their design potential in ways that will inspire consumers worldwide, such as through stunning room set images.
As part of our industry-leading color research, a group of independent experts joins our Global Aesthetic Center team in Amsterdam every year to forecast the emerging global design trends. With the research as a foundation, the Global Aesthetic Center then builds a comprehensive understanding of the world around us, which we use in translating the trends into the colors consumers will need for their homes.
Bringing designers and trend watchers together with our own color experts gives us a unique mix of perspectives. This ensures that when we identify the key trends and overarching theme for each year, we’re confident they will have universal relevance and truly capture the mood of the moment. The next step for the Global Aesthetic Center is identifying a leading paint color and complementary color palettes that will bring the overarching theme to life in consumers’ homes. The supporting palettes offer consumers the versatility to find what suits their personal style.
The color research
Color design and forecasting is the primary role of the Global Aesthetic Center. They continuously monitor global social, design and consumer trends as they emerge to ensure we’re always one step ahead of consumers’ needs.
Our Color of the Year has major significance across AkzoNobel, beyond decorative paints. Specialists from the company’s paints and coatings businesses also work with leading design professionals to study the annual trend research findings. The colors are then translated for use with specific products to offer on-trend selections to customers in various markets, such as wood, furniture, consumer electronics and automotive.
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Our brands can be found all over the world.