Has Landscape Architecture Failed?

anthropocene
Welcome to the Anthropocene / The Topograph

“A sense of crisis has brought us together. What is merely offensive or disturbing today threatens life itself tomorrow. We are concerned over misuse of the environment and development which has lost all contact with the basic processes of nature… A key to solving the environmental crisis comes from the field of landscape architecture, a profession dealing with the interdependence of environmental processes” — I. McHarg, C. Miller, G. Clay, C. Hammond, G. Patton, and J. Simonds. 1966. A Declaration of Concern.

In 1966, Campbell Miller, Grady Clay, Ian McHarg, Charles Hammond, George Patton, and John Simonds marched to the steps of Independence Hall in Philadelphia and declared that an age of environmental crisis was upon us and that the profession of landscape architecture was a key to solving it. Their Declaration of Concern launched, and to this day underpins the workings of the Landscape Architecture Foundation (LAF), now headquartered in Washington. To mark its 50th anniversary, the LAF will hold a summit at the University of Pennsylvania involving over 60 leading landscape architects from around the world. Delegates are being asked to deliver new declarations (manifestos if you will) about the profession’s future. Drawing upon these statements, the LAF Board will then redraft the original 1966 Declaration of Concern so that it serves to guide the profession into the 21st century.

On one level, redrafting the declaration is relatively straightforward: it would simply need to stress the twinned global phenomena of climate change and global urbanization — issues which were less well understood in 1966. On another level however, the redrafting of the declaration is profoundly complicated, because if it is to be taken seriously then a prerequisite to doing so is to ask why, after 50 years of asserting landscape architecture as “a key” to “solving the environmental crisis” does that crisis continue largely unabated? Seen in this light the declaration can be read as an admission of failure. Consequently, we must ask if McHarg and his colleagues were justified in placing such a tremendous responsibility on the shoulders of landscape architects why we have we failed so spectacularly to live up to their challenge?

The immediate response is to discredit the question; for surely the so-called environmental crisis is too general and enormous for any single profession to “solve” and then be measured against. The environmental crisis is the by-product of the ways in which the industrial revolution (modernity) has spread globally, beginning with the Industrial Revolution in the 18th century and continuing on as capitalism exploits resources for profit and growing populations work to free themselves from poverty. This, arguably, is completely out of landscape architecture’s — or for that matter any other profession’s — control.

Be that as it may, many landscape architects subscribe to McHarg’s assertion — made repeatedly in his manifesto Design with Nature which soon followed the Declaration — that landscape architects are “stewards of the earth.” If that is so then they have a prima-facie responsibility to answer for the continued denudation of the planet since 1966. Even if we reign in the question of failure to something more tangible than the entire environment — say just land-use in North America — then landscape architecture still appears to have largely failed in mitigating the most basic elements and causal forces of environmental degradation. In fact, it is hard to think of any environmental topic which landscape architecture could claim to have substantively improved over the last 50 years.

In our defense, we might argue that landscape architecture is a very young and very small profession and an even smaller academy. We can also protest, as many do, that other, more established disciplines — such as engineering and architecture — have restrained our rise to environmental leadership. We can argue that the status quo of political decision-making makes it impossible for us to meaningfully scale up our operations and work in the territory where our services are needed most. These justifications (or excuses) all contain aspects of the truth but here, by way of self-reflection on the occasion of the 50th anniversary of the original Declaration of Concern, we inquire more fundamentally into the evolution of the profession’s theoretical basis over its life time. Via this route we will return critically to the original declaration and argue that landscape architecture over the last 50 years is less a story of abject failure and more one of a discipline taking the time that has been needed to prepare for a more significant role in this, the twenty-first century.

The proliferation of theory and practice that emerged in response to McHarg’s ecological method in the latter half of the twentieth century can be organized through the archetypal paradigms of knowledge production; that is, through the competing epistemologies of positivism and constructivism. Positivism — the notion that objectivity is possible, that knowledge is constructed through empirical deduction, and that such deduction could lead to generalizable Truths – constitutes the knowledge paradigm within which McHarg’s ecological method evolved. For landscape architects, this meant that “there was a design for the earth, which made it for every form of life that has existed, does now exist, and all imaginable forms in the future” and that an intervention was “right when it [tended] to preserve the integrity, stability, and beauty of the biotic community.” This form of landscape positivism evolved into the contemporary forms of thought and action known as landscape performance, in which the ecological function of landscapes is measured, optimized, and even monetized; urban metabolism, in which broader urban systems are conceived as systems of stocks and flows to be measured and stream-lined; green infrastructure, in which landscapes large and small are designed to deliver a suite of ecosystem services; and to a lesser degree urban ecology, in which the relationship between social and natural systems form a more descriptive than prescriptive field of study. Put another way, landscape positivists argue that the solution is “out there” — finding it is simply a matter of empirical study and that relative equilibrium between natural and cultural systems is the aim.

Alternatively, Constructivism — the philosophy premised upon the notion that objectivity is a mirage, that knowledge is socially and inductively constructed, and that such inductions have little relevance outside of a very specific context — constitutes the knowledge paradigm within which reactions to McHarg’s positivism emerged. By the 1980’s in the “deconstructionist” phase of post-modernity, designers began to question McHarg’s prescriptive method, asking: Design with which nature exactly and according to whose values? Simultaneously, in practice the profession became predominantly involved in the design production of public, urban space; denatured places where McHargian land suitability analysis has only limited, if any applicability. In such places, phenomenological theories such as genius loci as well as attention to human behavior, aesthetics, and innovative construction techniques were found to be more inspiring and more useful. During the 1980’s the sublime art work which emanated from a generation of so called land artists was also brought to landscape architecture’s attention, reminding us of the historical depth and poetic potential of our medium.

In this vein in 1997, James Corner, ASLA, launched a critique that the “continual emphasis upon rational prowess — often at the exclusion of phenomenological wonderment, doubt, and humility — fails to recognize the very minor degree to which the combined landscape architectural constructions around the world have affected the global environment.” He argued that landscape architectural theory ought “…to find its basis less in prescriptive methodology and formulaic technique than in the realm of perception, phenomenology, and the cultural imagination.” This is to say that the staggering complexity of social-ecological systems and the inherent subjectivity of creative perception rendered McHarg’s notion of design as evolutionary fitness moot; positioning the designer as more of an artful interpreter than a landscape scientist.

Corner’s remarks echoed statements made a few years earlier by McHarg’s nominal antithesis, the consummate landscape architect Peter Walker, FASLA. Responding to allegations of environmental disinterest in his work, in 1995 Walker expressed regret that “… we’ve been held up by our fellows as being somehow culpable, but actually we’re a very small part of this whole problem.” He pointed out that with their “parks” landscape architects only impact about 0.02 per cent of the earth’s surface. Walker seems however to have missed the point: for whereas he used the profession’s puny territorial impact to absolve it of any significant environmental responsibility, from the perspective of the LAF’s founding fathers he just provided the statistical confirmation of its abnegation. Indeed, landscape architecture can not ignore the fact that in the same time that it has produced designs for Walker’s 0.02 per cent of the world’s surface, the global conservation community under the auspices of the International Union for the Conservation of Nature (IUCN) has by now legally secured an extraordinary 15.3 per cent of the planet as protected areas.

This raises the crucial question of landscape architecture’s professional identity and its scope: for if we follow Walker’s delineation that landscape architecture is in reality a profession more or less limited to the production of small, rarefied sites such as gardens, parks, and plazas then landscape architecture is – as its name suggests – most akin to the high design discipline of architecture, not planning or environmental science. For Walker landscape architecture is a public art and as such the environmental crisis is not its yardstick. As such we have not failed at all. On the contrary, over the last 50 years we can see that landscape architecture’s contribution to the subject of designing public space and creating ‘a sense of place’ in the wake of modernism has been a story of great success. In much of the the post-industrial, developed world, the transformation of the public realm into attractive, inclusive, and multifunctional places by landscape architects has been perhaps the most salient feature of post-modern urbanism. The problem remains however that this work is materially insignificant when compared to the reality of the “crisis” identified in the LAF’s original Declaration of Concern.

To try and broach this troubling discrepancy, what McHarg and later the landscape urbanists realized was that if post-modern landscape architecture was ever to transcend its history and be more than the design of gardens, parks, and plazas in locations predetermined by others, then the profession needed to “jump the garden fence” and somehow take on the city as a whole. In the case of McHarg, following in the lineage of Patrick Geddes and Lewis Mumford, this meant zooming out and placing the city in its regional context. This in turn inspired his methodological veneration of large-scale landscape systems as the ideal determinants of urban form.

Recoiling from McHarg’s positivism and New Urbanism’s reactionary, neotraditional aesthetics, in the early twenty first century landscape urbanists began to reconceive of previously stable notions of the city, nature, and landscape. Firstly, that thing called “the city” as a bastion of culture opposed to nature was conceptualized reinterpreted as a ubiquitous and hybridized combination of both; a new condition Neil Brenner labelled as “planetary urbanism.” Secondly, landscape urbanists found themselves mainly working in brownfield situations where “the environment” or “nature” had to be re-invented, not simply protected. Thirdly, landscape urbanists, along with everyone else were enveloped by neo-liberal economic restructuring, against which state sponsored large-scale (master) planning, at least in North America, was increasingly ineffectual.

So, whereas McHarg had zoomed out so as to control and direct the city in terms of its bioregion, landscape urbanists, for better or worse, realized they had to “get inside” the logistics of both shrinking and sprawling cities if ever they were to harness and redirect those forces toward more ecologically and socially just ends. Put simply, if they were to do more than just design post industrial parks and the usual repertoire of small public commissions, landscape urbanists had to also become urban designers and urban planners. It is no mistake then that Waldheim has, for the last decade or so, set about constructing a lineage of landscape architecture (via Olmsted, Wright, Hilberseimer, Branzi, Frampton and Koolhaas), which champions landscape architects as “the urbanists of our age.”

Substantiating this big claim has however proven difficult for the landscape urbanists: for not only have other disciplines not so easily given over the keys to the city, but landscape urbanism’s own adherents have been largely unable to substantiate the movement’s urban design aspirations with built work. To date, landscape urbanism has not been convincingly applied to at least three major forms of contemporary urbanization; mega-regional decentralization, suburban and peri-urban sprawl, and exploding informal settlement patterns in the developing world. This is not to say that the theory is flawed, on the contrary landscape urbanism is well suited to these challenges, but it seems hard to sustain the argument that  landscape architects are the urbanists of the age when they have so little to do with its major twenty first century characteristics.

In any event, hypothetically the question becomes what sort of city would landscape urbanists create if they could and in what way will it fulfill the environmental mandate of the original Declaration of Concern? The predictable answer is of course that they will create a green and “sustainable” city. Indeed, for much of the life of the Declaration of Concern, and especially since the Brundtland Report of 1987 “sustainability” has been a cure-all expression for everything the environmental crisis entails. In this sense, sustainability operates as a form of contemporary utopianism, literally a utopos meaning a good place, which is no place. Along these lines we argue that the sustainable city is an impossibility. Why? Because it is predicated on a stable-state view of the world.

The world view that idealizes equilibrium, harmony, and stability has roots in early twentieth century models of ecosystems, where it was thought that if left to their own devices natural systems tend inexorably toward stable climax states via the process of succession. During the era in which McHarg and the LAF envisioned such a harmonious relationship between humans and nature, mainstream ecological thought believed that systems could and should be stable if only we could remove human disturbance. But the science of ecology in the last 50 years has evolved away from the notion of stability and towards one of indeterminacy and resilience. Now, all of the ecological and physical sciences tell us that nature is chaotic, something we can only partially predict. If this is true, then how could humanity ever expect to achieve a McHargian balance with nature? Understood as a perfect end-state, sustainability is what systems theorists such as Donella Meadows describe as the “seventh archetype of systemic failure”: seeking the wrong goal. In other words, it is not that landscape architecture has failed to bring about sustainability — it is that sustainability is the wrong model!

In the wake of sudden chaotic events such as stock-market crashes, earthquakes, and 100-year storm events resilience theory has emerged as a more realistic theory of environmental and cultural change. Unlike the teleology of sustainability, resilience theory stresses adaptation to constant change and the ability to cope within a certain range, with that change. One of the most attractive attributes of resiliency as a new design paradigm is that it also operates in full-recognition of its short-comings. It is also organized around the idea of coping capacity — or the ability of cities, people, and ecosystems to cope, persist, and co-evolve with change and disturbance. Rather than working deductively — as sustainable development principles might — to superimpose an image of “good” upon a place and then work to reshape that place in a preferred image, resilience theory works from the local asset base outwards. For some this could be construed as sustainability without hope, a dystopia where the best we can do is calculate risk, but in its incipient stages as a theory of urbanism we prefer to think of it as design now getting closer to the way the world really works.

Considering our historical moment one is reminded of the incredible optimism with which the moderns announced theirs. In 1920 the great architect Le Corbusier launched his journal L’esprit nouvea with the declaration: “There is a new spirit: it is a spirit of construction and synthesis guided by a clear conception … A great epoch has begun.” A mere 46 years later a small group of landscape architects would declare that epoch as one of environmental crisis. And now, precisely 50 years later as we acknowledge their original Declaration of Concern the International Commission on Stratigraphy is expected to formally announce the dawn of the Anthropocene Epoch: a new geological period defined by the fact that the earth’s systems are now fundamentally and irreversibly altered by human activity.

The philosophical and practical consequences couldn’t be greater: in short, Nature, as Elizabeth Meyer, FASLA, noted, is no longer that ever-providing thing “out there,” it is, for better or worse, the world we have created and the world we are creating. The landscape of the Anthropocene is one of permanent ecological crisis. As such the Anthropocene is overwhelming, but since it is by definition a human creation, the Anthropocene is some thing we must take responsibility for, something we can design. This doesn’t automatically sanction the hyper modernity of geoengineering planetary systems but it does return us, humbly and critically to McHarg’s concept of stewardship.

As sketched in this essay, from the last 50 years of landscape architecture we have two dominant epistemological paradigms; positivism and constructivism; and three models of professional identity and scope; the landscape architect as artist (Walker), the landscape architect as regional planner (McHarg), and the landscape architect as urbanist (Waldheim). Rather than see these as competing models cancelling each other out, perhaps what we have really learned from the last 50 years is that each is somewhat incomplete without the other. If however we make a concerted effort to combine these various paradigms and models, we begin to give credence to the notion of landscape architecture as a uniquely holistic discipline, one especially well-suited to engage with the contemporary landscape of planetary urbanization and climate change.

So has landscape architecture failed? Yes and no! The small discipline of landscape architecture may not yet have impacted vast territories but it should be acknowledged for its lofty ethical concerns and for ranging so far and so wide in its pursuit of a relevant professional identity. And if in that pursuit it has been stretched too thin too far then rather that admonish it for failure, we see the last 50 years as a necessary process of preparation for this historical moment. For this is now landscape architecture’s century — all the major issues of the times are at root about how we relate to land — and if by the end of it we are still small, weak and ineffectual, and if the world is a worse place than it is now, then we will only have ourselves to blame.

This guest post is by Richard Weller, ASLA, Martin and Margy Meyerson Chair of Urbanism and Professor and Chair of Landscape Architecture at the University of Pennsylvania (PennDesign) and an LAF Board member, and Billy Fleming, a doctoral candidate in the Department of City Planning at the University of Pennsylvania, where he is conducting case study research on the use of natural features in climate change adaptation within cities along the Gulf and Atlantic Coasts. Read a full version of the paper with footnotes.

10 Parks That Changed America

PBS will broadcast a new documentary, 10 Parks That Changed America, on April 12th. Produced by WTTW in Chicago and featuring Geoffrey Baer, the show identifies the 10 most influential urban parks in the country, from the era of America’s early settlers to the present day. In a preview at the National Press Club in Washington, D.C., Baer and show producer and writer Dan Protess announced the 10 parks selected by WTTW and its expert advisors, including Thaisa Way, ASLA, professor of landscape architecture at University of Washington; Walter Hood, ASLA, professor of landscape architecture at University of California, Berkeley; and Peter Harnik, Hon. ASLA, director of city park excellence at the Trust for Public Land and author of Urban Green: Innovative Parks for Resurgent Cities.

Here are the parks they settled on:

1) The Squares of Savannah, Georgia
2) Fairmount Park, Philadelphia, Pennsylvania
3) Mt. Auburn Cemetery, Cambridge, Massachusetts
4) Central Park, New York City, New York
5) Chicago’s Neighborhood Parks, Chicago, Illinois
6) The Riverwalk, San Antonio, Texas
7) Overton Park, Memphis, Tennessee
8) Freeway Park, Seattle, Washington
9) Gas Works Park, Seattle, Washington
10) The High Line, New York City, New York

At the preview, Nancy Somerville, Hon. ASLA, executive vice president and CEO, American Society of Landscape Architects (ASLA), and Harnik discussed the list. Somerville said the parks were all created to solve complex environmental, social, or economic problems, and those problems are still here today. “Savannah’s squares were created with the belief that everyone should have access to a park. Today, we see the same ideas underlying the environmental justice movement and the quest for clean air and clean water for everyone.”

She argued the one important park left out of the list was the National Mall in Washington, D.C. because it’s a symbol of the “accessibility of our democracy.” The National Mall shows the “power of places to bring people together. It was hugely influential in setting the public park or plaza as the place where people get together to express themselves. It’s the epitome of that.”

Protess said it was challenging to select just 10 parks that changed America and admitted many good candidates for the list had to be left on the cutting room floor. “Parks were selected for their influence, but we also needed to represent diverse geographies and include a diversity of forms, so it wasn’t all trees and grass.”

Somerville and Harnik were largely positive about the state of American urban parks. Somerville said “most urban park bonds pass. While Americans seem to be anti-government and hate spending these days, they are happy to put money into parks because they know how much they do for communities.” Harnik argued that “with the further densification of cities, every city now knows they need good parks to compete.” He said young people moving into the cities are looking for “places to play” and “empty nesters,” or retirees, moving back into cities from the suburbs, are looking for “some of the green space they had in suburbia.”

They also argued that showcase parks like the High Line in New York City and Millennium Park in Chicago aren’t being built at the expense of neighborhood parks either. Somerville said “the momentum for more parks is greater than that.” And Harnik, who ranks urban parks with his ParkScore tool, said “there is now a political movement for parks. There is a whole group of people who think parks are cool and important and they are bringing their voices.” In particular, dog owners are revitalizing the parks movement by pushing for investment in dog parks, which is having positive ripple effects for the rest of parks.

Somerville pointed to the slew of new research on the health benefits of nature, arguing the science shows “humans are hard-wired for nature, and so urban communities are putting in green spaces wherever they can.” The research shows that spending time in nature “reduces blood pressure, releases all these good hormones, decreases stress levels, and these effects last a while.” The opportunity to spend time in an urban park is “precious.” In the future, she sees only “more opportunities to bring in nature” in underused urban edges, like damaged waterfronts, and even in underpass parks, which are being developed in a number of cities. The key will be making these places resilient to climate change, storm-proof respites that can also mitigate flooding and the urban heat island effect.

Park access must become more equitable, and Somerville and Harnik identified some communities showing the way forward. Somerville said “under-served areas are now turning post-industrial landscapes into resilient public spaces that people want to be in.” She pointed to Hunts Point Landing, a park that sprung up amid a polluted waterfront in the South Bronx, which has some of the highest asthma and obesity rates in New York City. And Harnik explained how New York City’s new Mayor Bill de Blasio has shifted away from former Mayor Michael Bloomberg’s focus on the showcase parks like the High Line to invest in small parks in poorer neighborhoods.

The Psychology of Color

Tiffany's blue / Tiffany's
Tiffany’s blue / Tiffany’s

“Color is like a mind-altering drug. It has the power to make us feel good, change perceptions, and create new connections,” said Laurie Pressman, who is in charge of Pantone’s Color Institute, at SXSW Interactive in Austin, Texas. She urged designers to apply “color thinking to improve design.” But to do this, designers must first understand the brand they are designing for and the target audiences they hope to reach. Before going for the Pantone color book, they must answer the questions: “What does the brand stand for? What message does it want to convey?” Furthermore, to succeed in their quest to find the perfect color, designers must “throw away all the old color rules and use unique colors. Be bold and resonate with your audience and the broader culture.”

“Color defines our world. It makes up some 80 percent of the visual experience. The colors we see have both a psychological and physiological effect on us.” Brand colors are experienced in a largely intuitive sense — “just 5 percent of our reaction is rational.” So for any brand, selecting a color is one of the most important decisions they will make. “With infinite choices, brands really have about 3 seconds to grab attention.” Some firms have had incredible success with unique colors. Among luxury brands, Hermes’ orange color has become as recognizable as its logo. Tiffany’s robins-egg blue (seen above) is so recognizable that “you don’t even need to need to see the brand to know it’s them.”

While the psychology of color is always changing and people create new associations with both new and old colors, colors still have some essential qualities:

Blue is the dominant color and most universally accepted. It’s associated with respite and peacefulness, tranquility and constancy, dependability and trust. Many corporations use blue because it says “integrity and competence.” Blue is also about connecting, which is why a lot of information and communication technology firms, like Facebook, Twitter, Safari, and Skype, use it. Darker blues relay solidness and authority. Baby blues are sleep related, which is why Ritz Carlton’s recent brand revamp features this color. Electric blues are fresh and modern, with high-energy intensity. These colors appeal to young people because they read as “tech-savvy and forward thinking. It’s a signal color for the younger generation.”

Ritz Carlton's new brand / Under Consideration
Ritz Carlton’s new color palette / Under Consideration

The human eye can distinguish between 8-10 million greens because our earliest ancestors had to be able to easily see predators in the forest and savannah. But green relaxes and soothes us. Green’s refreshing and restorative and connotes youth and growth. Many skincare firms use green packaging to relay a sense of youth, regardless of whether their products actually make you look younger. Some firms use green to try to appeal healthier. In the European Union, McDonalds has rolled out a green logo to try to appear more healthy and sustainable, which are important to European consumers. Deeper greens are trustworthy and traditional, while teals are tasteful and confident, and light greens represent sanctuary.

McDonalds in Greece / DLG Studio
McDonalds in Greece / DLG Studio

Purple is associated with wealth and royalty. According to Wikipedia, “purple was the color worn by Roman magistrates; it became the imperial color worn by the rulers of the Byzantine Empire and the Holy Roman Empire, and later by Roman Catholic bishops. Similarly in Japan, the color is traditionally associated with the Emperor and aristocracy.” Purple, Pressman said, is an “artful balancing act between red and blue and can convey many messages.” In the 196os, the counter culture used purple. Think Jimi Hendrix’s Purple Haze. David Bowie used purple to subvert authority, changing the color’s meaning for Glam Rock. Prince took a similar course with Purple Rain. Purple is a great “seamless” color that allows designers to meld into other shades. “It’s dependable, authoritative, but capable of transformation.” The BBC now uses purple for its logo.

Purple Rain / Loud and Clear UK
Purple Rain / Loud and Clear UK

Red is connected with blood and life itself. “It’s riveting and dramatic. It has an immediate effect and muscles out all other colors, so you have to be careful using it.” Red can be associated with evil and danger but also passion and romance. “It’s the most accepted bright color and crosses cultural barriers.” Red is high energy; we respond to it with our adrenal glands. “Just looking at red speeds our metabolism by 15 percent.” Red and black together send a strong psychological message of vitality and virility. Deeper reds are rich and refined and signify luxury.

Pink is playful, bold, and youthful, while light pink is sweet and innocent. “Interestingly, pink used to be the color for boys.” After World War II, pink came into its own as a color for the newly empowered female consumer. “Pink was imposed on women by our culture.” Think of the pink Cadillac for “the lady of the house.” Pink is now the color of breast cancer awareness. But neon pink is a bit tougher, used now used by womens rights protesters. And Pressman thinks this tougher pink is slowly becoming more male again. Firms like T Mobile, AirBNB, and Taco Bell are now using shades of dark pink.

Example of "protest pink" in Chicago / Red alert politics
Example of “protest pink” in Chicago / Red alert politics

Yellow has sparkle, heat, and vitality. It is connected with intellectual curiosity, and quick, clear decisions. It’s also frequently used in brands meant to appeal to kids. Pressman explained how Pantone worked closely with the producers of the film Minions to find the exact shade of yellow that kids would like the most. “We sifted through all these yellows with them.” She also said it was no surprise that Pharrell chose yellow for his song Happy, as it’s a “hopeful, optimistic color.” Beyond being kid-friendly though, yellow is also the most reflective color and attention grabbing. Yellow and black together are the single most visible color combinations.

Minions / Universal Pictures
Minions / Universal Pictures

Brown means stability, reliability, longevity. When UPS moved to a brown color palette, it quickly became the number-one package delivery service provider. “Brown is about returning to basics.” Pressman said shades that would have been seen as too dry and earthy 20 years ago are now luxurious. See Gucci brown.

Gucci packaging / Precious packaging UK
Gucci packaging / Precious packaging UK

White connotes innocence, purity, simplicity, and silence. It can be used to create a sense of pristine cleanliness and freshness. Many firms use white for cleaning products. Apple has used it to great effect to create a sense that their products are easy to use.

Black is empowering, and relates to both authority and submission. Black and gold is the most opulent color combination. Black and italics together especially connote luxury.

Orange is a symbol of fruitfulness but, like red, must be used sparingly, as it can easily overwhelm. It’s associated with vibrancy and promotes socialization and communication. Deeper orange relate to strength and authority, while corals grab attention. For many decades, orange was associated with fast food chains or Halloween, but now it’s globally accepted. Oranges, said Mikel Circus, who leads conceptual design and flavors for Firmenich, are also closely connected with flavor. So many Pantone oranges are named after citruses, for good reason. “We see orange and it’s a visual cue for a taste and smell.”

Circus and Pressman walked us through their predictive tools for anticipating future colors. Colors that we see today are actually about four years in the making. Circus explained that colors most often start with “inventors” in the world of technology, high design, and street fashion, then are picked up by “translators,” and then “transmitters” like Pantone that forecast the new colors. These new colors are then picked up by “early adopters,” like automobile companies, perfumiers, and fashion designers. Only then do they make it into advertisements in fashion magazines and are proclaimed as the hot new color by these magazines’ editors. These colors are then produced by all kinds of manufacturers, who spread these colors to the mainstream. “The street is a major source of innovation.”

Trend spotters like Circus and Pressman showed how a particular shade of orange — Flame Orange, PMS 1655 — spread from the streets to the mainstream in about four years. By 2012, it had become “Tangerine Tango,” a shade that is friendly, uplifting, playful, and vital. Focus groups reflected on the color and thought it was high in terms of “health, authenticity, and simplicity.” Understanding the values associated with the color among certain target audiences, Circus and Pressman can then help firms use the color to create products these consumers will buy. “We package a dream, but rely on consumers” to tell us what that dream is.

1655 / Pantone
1655 / Pantone

Circus and Pressman told designers to apply some key principles when working with color: “dig in new lands; think like an outsider; and define emotional touch points.” But they reiterated that designers must “understand the psychology of color first before applying it to a brand.” The end-goal should really be a “consumer-designed product.”