Ensuring product and service relevance in constantly changing market

Australia’s key decision makers and designers from manufacturing, material suppliers, the disciplines of architecture, interior, product, furniture and graphics, unite each year in a forecasting forum, Colourways, to establish the current factors shaping consumer decision making.

The workshop is conducted by Colourways, the peak independent colour-forecasting body for Australia and New Zealand.

While colour is one important aspect that evolves, it’s not the primary focus.

Via a collaborative exchange of ideas to establish what issues are impacting on how we live, such as global events, the economy and technology, the forum then turns to what materials, colours, products, services and finishes are being developed that are associated with those developments.

Kathy Demos, director of Colourways (pictured), says “colour is often one of the major determinants for any consumer decision.”

But it’s important to understand what influences consumer behaviour if a product is going to have any chance of success on reaching the market, she emphasises.

Participants take away a Forecast Fandeck and a report capturing the mood of the market and projected themes that will influence us approximately two years in advance.

It’s then up to the individual to interpret how that might translate into their field of endeavour.

Colourways 2009 is being held over two days (22-23 February) in Melbourne.
A Colourways membership is required to attend.

Colourways Membership Inquiries: 1300 55 3323
www.colourways.com.au

Image caption: Kathy Demos, Colourways director