Step into a time machine of color as we journey from the opulent hues of the 1900s to the vibrant palette of today’s interiors. In marketing, understanding generational preferences is key, and color is no exception.
Multi-generational marketing, the strategy of tailoring efforts to appeal to the distinct tastes of various age groups,1 recognizes that the colors we choose for our spaces mirror the spirit of our times.
1. 1900s – 1910s (Edwardian Era)
This period was marked by a sense of opulence and luxury. Interiors often featured dark, rich colors like deep reds, forest greens, and royal blues. Soft, muted colors like sage green and mauve were also popular for creating a calming atmosphere.
2. 1920s (Jazz Age/Roaring Twenties)
The 1920s embraced a more vibrant and energetic color palette. Jewel tones like emerald green, ruby red, sapphire blue, and amethyst purple were widely used to evoke a sense of glamour and excitement. Metallic accents like gold and silver were also popular, adding to the decade’s lavish aesthetic.
3. 1930s (Great Depression Era)
The economic hardship of the Great Depression led to a shift towards softer, more subdued colors. Pastels like pale pink, baby blue, butter yellow, and mint green became popular choices for home decor, providing a sense of comfort and optimism during difficult times.
4. 1940s (World War II Era)
The war years brought about a further emphasis on practicality and functionality. Neutral colors like beige, gray, and brown dominated interiors, while bolder colors were often reserved for patriotic accents like red, white, and blue.
5. 1950s (Post-War Era)
The 1950s saw a return to optimism and a renewed interest in color. Pastel colors remained popular, but they were often paired with bolder hues like turquoise, coral, and chartreuse. This created a playful and energetic atmosphere that reflected the decade’s growing sense of prosperity and consumerism.
6. 1960s (Counterculture Era)
This decade was a time of rebellion and social change, reflected in the vibrant and psychedelic colors that dominated the scene. Bold hues like avocado green, harvest gold, tangerine orange, and hot pink were popular in fashion and interior design.
Black and white geometric patterns were also common, often combined with these bright colors to create a psychedelic aesthetic.
7. 1970s (Me Decade)
The 1970s saw a shift towards more earthy and natural tones. Warm colors like burnt orange, mustard yellow, and avocado green remained popular, but they were often combined with brown, beige, and other earth tones to create a more subdued and relaxed atmosphere.
8. 1980s (Decade of Decadence)
The 1980s embraced a bold and eclectic color palette. Neon colors like electric blue, fuchsia pink, lime green, and tangerine orange were popular in fashion and pop culture. Pastel colors also made a comeback, often paired with black or white to create a preppy aesthetic.
9. 1990s (Grunge Era)
The 1990s saw a return to more muted and understated colors. Grunge fashion favored dark colors like black, brown, and forest green, while minimalist design trends embraced neutral colors like white, beige, and gray.
10. 2000s (Millennial Era)
The 2000s brought a resurgence of bright and playful colors. Jewel tones like emerald green, ruby red, and sapphire blue were popular, as were pastel colors like millennial pink and lavender. Metallic accents like gold and silver also made a comeback, adding a touch of glamour to the decade’s aesthetic.
11. 2010s (Social Media Era)
The 2010s saw a continued interest in bright colors, but also a growing appreciation for muted and earthy tones. Millennial pink remained popular, but it was joined by other soft shades like blush, mauve, and sage green.
12. 2020s (Current Era)
The 2020s are still evolving, but some early trends include a growing interest in natural and sustainable materials, which is reflected in the popularity of earthy colors like olive green, terracotta, and burnt sienna. Bright colors like cobalt blue and fuchsia pink are also still in vogue, often used to create a bold and optimistic statement.
Color is more than just aesthetics; it’s a reflection of who we are, where we’ve been, and where we’re going.
Source:
- https://www.researchgate.net/publication/242760064_Marketing_to_the_Generations
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Nancy Maffia
Nancy received a bachelor’s in biology from Elmira College and a master’s degree in horticulture and communications from the University of Kentucky. Worked in plant taxonomy at the University of Florida and the L. H. Bailey Hortorium at Cornell University, and wrote and edited gardening books at Rodale Press in Emmaus, PA. Her interests are plant identification, gardening, hiking, and reading.
