The Daily - June 11,2022 - 67

Color Us Impressed
Exploring the floor for the five key brights
of SS24. By Stephanie Wilson
JOANNE THOMAS IS THE HEAD
of content for Coloro, the color
code company that invites you to
" align yourself with the future of
color. " I want her job. She thinks
and works and lives in Technicolor,
her work focusing on the notion
that color is the most impactful
element to design. " When executed
correctly, it can offer us agency
over human mood, behavior,
and interaction, " she said during
her Day 1 talk on " Supercharged
Brights: The power of emotive
color in sports. " She reiterated
that notion during Day 2's widely
attended presentation at the Trend
+ Design Center, where she dove
into trend forecasts for " Color in
Nature. " That talk concluded with
a reveal of Coloro's SS24 shade-
the first time the hue's been
announced. I don't know if you
follow such things, but for people
who do (I do! I do!), this is a big
deal. Monumental. Huge. Color is
everything, color is life. And according
to Coloro and Thomas, the
shade that's going to be dominating
the outdoor world in 2024 is
none other than Apricot Crush.
Earthy tones for the outdoors?
How novel! But no, really, they
can be, when paired with the right
supporting palettes. And you can
get in touch with Thomas and her
Dopamine-inducing
brights are on fleek.
Coloro colleagues at the Show's Resource
World if you want to learn
more about the healthy fruit-inspired
hue and the proposed color
story it can anchor in your brand's
palettes for years to come.
But back to those Supercharged
Brights-the attention-getting
shades naturally caught our
attention, after all. That's what
they're designed to do, which is
one reason why they're going to
proliferate across spaces both
indoors and out in the coming
seasons. Another reason has to
do with our collective response
to the beige, Marie Kondo'd-todeath
walls so many of us found
ourselves surrounded by over the
past two years. It's no surprise we
emerged with a massive craving
for color. All the colors, everywhere,
the brighter the better.
We're electric-hue obsessed, and
some of our favorite floor displays
here at the Show are feeding our
need for neon. We're looking at
you, Base Layer, Bass, Camelbak,
Corkcicle, FP Movement, Love
Boulder, and so many more that
expertly integrate all five of the
Key Brights that Coloro declared
to be the it hues of SS24: Soft
Lime, Acid Apple, Y2K Pink, Hot
Magma, and Radiant Red.
According to Thomas, correctly
deployed neons can help breathe
new life into any brand's color story.
Thomas said that the eye-catching
colors exemplify freedom and
self-expression, stemming from
the raver counterculture of the
'90s and integrating with today's
mainstream. And what's more
mainstream than brands designed
to be utilized on main streams, waterways,
and natural landscapes?
The colors are emotive, endorphin-inducing,
and dopaminedelivering,
traversing the cultural
waves with ease. Brands can use
the evocative colors to draw in
consumers, Thomas says, and a
quick trip around the show floor
today will reveal some top brands
already incorporating a flurry of
fluorescents extremely well.
Thomas describes this color
story with terms like " punchy
near-neons " and " dopamine-inducing
brights, " noting that Y2K
Pink is a " super-pigmented pastel
that connects to feelings of awe
and delight. " As for Hot Magma,
the hue is an " activating bright
with a restorative focus. " Radiant
Red is " sweet and playful, stimulating,
and emotionally engaging, "
conjuring up the energizing
feeling of " high summer. " When
deployed together or separately
to punch up an existing color
palette, these key brights can
harness the attention-grabbing
appeal for both consumer safety
and self-expression.
OUTDOOR RETAILER SUMMER 2022 /
67
LAUREN DANILEK (2)
The Daily - June 11,2022

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