BASF Global Trend Book 2014/15: Under the Radar

A Profound Overview of Global Color Trends for the Automotive Industry

The inspiration for the global trend book comes from dedicated global trend research conducted by the BASF design team. The team collects ideas and impulses at fairs, exhibitions, and through on-the-spot consumer research. In collaboration with the agency Raum Mannheim, the design team works on a visual language to effectively communicate the global trend statements in the book. Objects, colors, and textures in illustrations serve as a starting point to create the narrative value of the visual language.

The "Under the Radar" trend book stands out with its unique properties and strengths. It offers a comprehensive and structured overview of global color trends, providing designers with specific trend and color information along with 65 color samples. Divided into six booklets compiled in a slipcase, the book showcases and explains six trend worlds – three with global relevance and three with a specific local focus. This allows designers to gain valuable insights into color trends and variations across different regions.

Laser cut technology was employed to create the booklet covers, partially revealing image material in reference to the title "Under the Radar." The choice of paper, including Stardream, Heaven Sofmatt, and metallic finishes, evokes a technical context and adds to the book's visual appeal.

The "Under the Radar" trend book's dimensions are 240 mm x 265 mm x 40 mm, making it a handy reference tool for designers. It serves as a valuable resource for automotive designers, providing trend and color information, as well as explaining the trend relevance of individual colors. The book enables designers to consult it for background information and use it as a reference for their design work.

The project, led by the Raum Mannheim/BASF Coatings Design Team, started in October 2013 in Beijing and was completed in 2014 in Muenster. The trend book was established at various customer color shows in North America, Asia-Pacific, and Europe, ensuring its global reach and relevance.

The "Under the Radar" trend book is the result of extensive research and expertise. The design team filters through important observations to identify potential drivers of trends, prioritizing trend topics to manifest a clear vision of future color designs. Translating these trends into automotive colors requires a deep understanding of the changing needs of target customer groups, accompanied by a broad knowledge of BASF paint and pigments.

The creative challenge for the design team was to create a format that displays trends and colors in a user-friendly way, bridging the gap between trend observations and the actual colors. The visual language developed for the book needed to work in different cultural contexts, ensuring its relevance and applicability across various regions.

The "Under the Radar" trend book has received recognition for its outstanding design and innovation. It was awarded the Silver A' Design Award in 2015 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award is given to designs that demonstrate exceptional expertise, innovation, and artistic skill, evoking positive feelings, amazement, and wonder.

With its comprehensive and informative approach, the "Under the Radar" trend book continues to be a valuable resource for automotive designers, providing them with the necessary insights and inspiration to create innovative and trend-setting designs.