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New Color Trends Affect Marketing

New Color Trends Affect Marketing

The multi- family industry across the whole country is in the midst of a color trend change. This color change is taking place everywhere from fashion to products to housing. For the last fifteen years we have been influenced by colors with historic antecedents which are basically Khaki based colors- earthy and muted. This new color trend is based on what is being called the Mid Century Modern Revival. This is a trend that is going to last for the coming decade.

This change comes from the renewed interest in the period 1955- 1965. Mad Men tv show is probably the most obvious flag bearer for this genre. There is also a renewed interest in mid century homes especially by Millennial generation as well as suburban boomers returning to the urban world. In our core cities almost all new multi-family housing is reflective of this period of architectural styles.

As a rule the afore mentioned Millennials are the ones seriously drawn to all things Mid Mod. So if you are seeking to appeal to them and are looking for your communities to attract this generation through the next ten years it is going to be imperative that you plan now for these properties to offer a look and feel that appeals to them. And don’t forget the Boomers - always hip to the latest thing; they are now looking to live in places reflective of “what’g going on.”

Translated into colors this means that we are going to be seeing things based on a gray toned palette rather than khaki. And since vivid color is the new measure of looking current we are going to see a lot more use of unexpected color on buildings that herald the fact that the properties that use them are up to date. We are already seeing oranges and reds though these are already passe’. As the public gets more and more sophisticated and 50‘s colors are more common the palette is going to change to turquoises, icy blues, and cool yellows. What may be seen now as a bit outlandish will quickly be seen as the norm.

Your job is really making sure your property looks up to date and on the front end of color trends throughout your whole 8-10 year paint cycle. We feel this new color family will need real accents because living in grays solely will never really be something that makes as an outstanding statement nor will it attract the Millennial market. If as a savvy marketer you want to appeal to the hip young resident you will be wise to take the opportunity to really step out from your competitors before before you find these other properties going bold and outshining yours. And never forget it will be a decade before you can paint again. 

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