Jotun‘s annual color palettes are one of the biggest hits here on Eclectic Trends, and the new palette of 4 color trends 2021 is very much in line with their color philosophy of warmth and timelessness the brand conveys. As in previous years, the creative duo Kråkvik and D’Orazio have been in charge of the styling session teaming up with photographer @linethitklein. Since we are in the RE- era, it’s no surprise, they would name the new collection REDISCOVER. We’ve been rethinking, reframing, rediscovering our homes, spending more time than usual observing what works fine and where we need to adjust. The company has also been recapturing some of their historical hues; there are a few new hues, others have been carefully picked from the archives (which we can only applaud).
Lisbeth Larsen and her international team have once again looked ahead and propose a color that reflects the hues we’d like to see in our homes and that makes us feel good.
Our home has become an extension of who we are now more than ever.
In uncertain times, our homes become even more important. We want to feel safe and protected, and with colors, we can create the nourishing atmosphere we need. Our needs can vary from day to day, and from room to room. With beautiful colors and contemporary color combinations, a complete home is created, with room for both aesthetics and everyday life.”- Lisbeth Larsen, Global Color Manager, Jotun
Here go the four themes:
1// EARTHLY SHADES
A palette that encourages slow living.
We know that earthy tones have conquered our homes a while ago, and they are here to stay. Jotun takes its inspiration from the colors of the earth, an element that unites all countries and cultures.
The golden pink shades of the Moroccan desert sand inspire as much as the burnt orange of Mexico does, passing through the color of the mix of Indian spices “Masala” or the “Humus” of Arab countries. Nature and culture are the driving forces as a source of inspiration here.
According to Jotun, the palette is based on pigments of clay, stone, sand, and soil. These are the raw materials from which our houses and cities are made, the essential building blocks of human life. This is a palette for creative travelers and connoisseurs of craft, drawing influences from cultures across the globe to create 21st-century interiors that relax and inspire.
Hummus, Antique Yellow, Masala, Earthy Brown, Natural Clay, Welcoming Red, and Dessert Pink are the nourishing names of a palette that invites to think of fragrant spices, homes made of clay, and deep and honest tones.
2// NOSTALGIC PASTELS
Create a nostalgic and contemporary look.
Colour is crucial to artistic expression; it can give life to ideas and introduce emotions to otherwise empty spaces. The colors that we choose for our homes send messages about who we are and the way we see the world. According to Jotun, these hues are meant to adorn inspirational and uplifting spaces where new ideas can be born, daydreams can be indulged, and fancies can take flight.
Nostalgic Pastels is a palette for aesthetes and connoisseurs – those who appreciate design, heritage, and art history. The colors are both retro and forward-looking, bringing vintage touches to contemporary interiors and evoking the mid-century style of the Nordic regions.
Mellow pastels, blush browns, and optimistic yellows create mood-setting backdrops for the art objects we surround ourselves with.
Refined and seductive, these colors complement and enhance, never dominate or overpower.
3// SOFT NEUTRALS
Layering neutrals create richly textured spaces.
Minimalist spaces don’t have to feel cold or empty; this rarefied palette is a selection of timeless warm shades that can be used to create monochrome looks or combined to introduce subtle and engaging contrasts to your space.
In a world of noise and clutter, we are drawn to clarity and peace. We find them by dialing down the volume of our homes, removing the superfluous, and celebrating the simple. Chosen well, subtler, quieter colors can have a powerful impact.
These shades might not be bold; they might not scream for attention, but they bring comfort and clarity in their softness and subtlety and play a major role in the new well-being concept we love to see in our homes.
Would you like to receive the four mood boards as a downloadable pdf? Please click on the image below.
4// NORDIC BLUES
Nordic hues – the rugged poetry of the outdoors.
While the earth grounds us, the sky and sea lift us up. They open our minds to the infinite and the unknown, encouraging us to find tranquility in a remote wilderness or a distant horizon.
The grey-blue of the ocean, white wisps of cloud, mountain stone – these are the colors of wild and far-flung places and the kind we retreat to when we want to immerse ourselves in nature.
In a world of noise and distraction, botanical shades and stone greys cultivate a sense of simplicity. These shades make spaces into sanctuaries, encouraging slower-paced and more mindful ways of being, and making the home a place of reflection and rest.
Are you interesting in seeing how calm environments have envolved? Please have a look at our latest trend report The New Care Economy taking the concept of care and wellness away from a color concept and dive into a new understanding of what we feel a wellness brand should deliver today.
THE NEW CARE ECONOMY
Consumers have become hyper-focused on wellness and self-care in the past 15 months. As a result, they are more interested in less transaction-based communication and more in what a brand can do for them. How does this spirit look translated into design?