This edition was prepared in Montreal, where the change of season heralds something else for me: The end of the semester! For those who didn't know, I've been teaching a university course for the past five years: Trend and Lifestyle Analysis at ESG-UQAM. It was while teaching the course content on color analysis that I felt compelled to share this information with you here as well.

Enjoy the read!

〰️ 〰️ 〰️

Every December, Pantone unveils its color of the year, influencing design, fashion, and marketing. For 2025, it's Mocha Mousse, a soft and warm brown. I know, I know the announcement is already a bit old... but I'd like to offer you a new perspective on this selection, because two elements particularly caught my attention:

Why brown?

The day before the announcement, I thought to myself: ''it's definitely going to be brown this year''. Easy to say in hindsight, I know! But in all honesty, this choice seemed inevitable. Why?

Need for warmth and authenticity

In a world marked by uncertainty, earthy and comforting shades are making a strong comeback. Mocha Mousse and its variations (rusty brown, clay, ginger, cocoa) reflect a quest for naturalness, sobriety, and timelessness. A contrast with the dominance of gray and cool tones that marked the last decade.

A global influence from trend agencies

Agencies like WGSN, Coloro, and Pantone are monitoring the same signals: a desire for slow living, environmental impact, and a search for well-being. The result? Their color palettes are similar. And Pantone isn't alone: ​​Dulux, Benjamin Moore, and other industry players are also choosing similar shades.

A tendency towards consensus

Why do these colors always seem to work together? Dwight Robinson's trendy color pendulum theory offers an explanation:

🔄 Colors swing between two extremes—sometimes vibrant and bold, and others soft and soothing—depending on the economic and cultural context.

👉 In times of uncertainty, we gravitate toward neutral, reassuring hues.

👉 In times of prosperity, colors become brighter and more optimistic.

Following this logic, the brown of 2025 reflects our unstable times. But has this choice been taken too literally by the industry? Seeing the uniformity of the year's colors, one might wonder.

Marketing more than chromatic

The color of the year is often presented as a reflection of our times, but it is also—and above all—the result of a well-honed marketing strategy. Rather than an emerging phenomenon, it is a deliberate approach, intended to guide consumption and influence designers. By imposing a "must-have" hue, these campaigns encourage constant aesthetic renewal, reinforcing a form of chromatic obsolescence at the expense of a more sustainable and timeless approach.

My favorites read 🤎

To keep up with color trends

• Viewpoint Color, part of the larger View family of magazines and supported by Pantone, this biannual explores in depth the world of color and its strategic applications.
• Mix Magazine by Colour Hive, published twice a year, offers captivating editorials and color palettes adapted to different regions of the world.
• Sindroms Each issue of this magazine focuses on a single color, analyzing it from all angles. Previous issues include: Yellow, White, Red, Pink, etc.
  ​

Essential reading for color professionals

Books that delve deeper into trend forecasting and the psychology of color, perfect for those who want to go beyond fleeting trends.

📖 Colour of saying (colour bible)

📖 Color forecasting for fashion,

📖 Colour hunting: how colour influence what we make and feel​

Social media accounts to stay on top of what's changing in colors (other than Pantone)

🤳Kryptonie 🤳Goodmoods🤳Alina Schartner 🤳Coloro 🤳

You can also follow me on social media

​LINKEDIN for more professional content focused on foresight

​INSTAGRAM​ for everyday content

​

Recent projects

Very happy to be signing the guide to emerging spots in Montréal for WGSN published on their website (subscribers only) right on time for events coming up in....

APRIL

Sur mon radar pour le mois prochain:

📅 Plural Art Fair from April 11 to 13 at the Grand Quai in Montreal

📅 Trend report presentations as part of my university course, mandates received from Quebec companies April 17 & 24 (Private event)

📅🆕 Première Vision (PV) Montreal, April 22 & 23 at the Grand Quai. Looking for a personalized PV Montreal report?

​

See you soon,

P.S. For those of you who are new, you can review past newsletters on the colors of the year HERE, HERE, or HERE. Spoiler: there are no browns in these past editions.