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Front The Digital Colour Revolution: Futuristic online aesthetics are shifting our perceptions of the way we use colour in art and our everyday lives, writes colour trend forecaster Jane Boddy Opinion The dawn of the digital age and the rapid advancement of technology has significantly impacted various aspects of our lives, including how colour is developed, applied and perceived. We have embraced the concept of the metaverse and the growing importance of artificial intelligence (AI). As these digital realms evolve, they inspire real-world creativity by influencing aesthetics and creating new and innovative colour directions. Futuristic online aesthetics, such as those found in NFT artworks, often feature vibrant colours that push the boundaries of imagination. These are characterised by intense and vivid hues, which were initially associated with the illuminated screens and displays of digital devices. Their appeal and visual impact has transcended the digital realm and found its way into physical objects and spaces. I describe these colours as backlit brights as they possess a magnetic intensity that evokes a sense of awe and provides an avenue for escapism. The futuristic surreal aspect of these colours transports you into the realm of wonder and imagination. For instance, digital artist Lucy Hardcastle uses these types of colours to connect the physical and digital worlds. ‘My use of colour that often combines muted pastels 24 ABOVE The Slump sculpture by Lucy Hardcastle makes use of a muted pastel blue (Select Works) iconeye.com
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Opinion BELOW Lucy Hardcastle’s work connects physical and digital worlds through the use of colour (Select Works) I N G E R I S L U C Y H A R D C A S T L E / A N D R E S R E : P H OTO G R A P H Y Autumn 2023 Front with hyperbrights provides another opportunity to challenge the hyper-realism or phygital [physical plus digital] element of my work,’ says Hardcastle. ‘The pops of vibrancy can cause the viewer to question whether something is real or virtual. Matching those colours that are initially created in the digital and applying them to physical objects feels like part of the process and a craft within itself.’ Colours crossing from the digital into the physical world follow two directions. One is hypersaturation, such as the intense orange tones in Pantone Marigold 15-1164. This yellow-infused orange has a carotene-type brightness that glows and radiates, whether on screen or even on a non-reflective matt physical surface. Or, as a fiery partner to Pantone shade Raspberry 18-1754. This profoundly saturated level of magenta holds a deep blue within it that enables it to have digital vibrancy in the physical world. Blue is a widely recognised as a predominant colour in the digital sphere, classically used within branding or platforms looking to obtain the trust of their clients, such as banks or social media networks. As the colour of the sky, its overall sense of optimism makes it known as the colour of trust. However, these levels of digital blue, such as Pantone Blue Atoll 16-4535, are moving from generic to more trend-led colour choices. The pioneering fashion brand Off-white, known for its forward-thinking colour choices, for example, has pinpointed a colour in this realm as one of its brand identity colours. ‘Blue is a widely recognised as a predominant colour in the digital sphere, classically used within branding or platforms looking to obtain the trust of their clients’ 25

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Front

The Digital Colour Revolution: Futuristic online aesthetics are shifting our perceptions of the way we use colour in art and our everyday lives, writes colour trend forecaster Jane Boddy

Opinion

The dawn of the digital age and the rapid advancement of technology has significantly impacted various aspects of our lives, including how colour is developed, applied and perceived. We have embraced the concept of the metaverse and the growing importance of artificial intelligence (AI). As these digital realms evolve, they inspire real-world creativity by influencing aesthetics and creating new and innovative colour directions. Futuristic online aesthetics, such as those found in NFT artworks, often feature vibrant colours that push the boundaries of imagination.

These are characterised by intense and vivid hues, which were initially associated with the illuminated screens and displays of digital devices.

Their appeal and visual impact has transcended the digital realm and found its way into physical objects and spaces. I describe these colours as backlit brights as they possess a magnetic intensity that evokes a sense of awe and provides an avenue for escapism. The futuristic surreal aspect of these colours transports you into the realm of wonder and imagination.

For instance, digital artist Lucy Hardcastle uses these types of colours to connect the physical and digital worlds. ‘My use of colour that often combines muted pastels

24

ABOVE The Slump sculpture by Lucy Hardcastle makes use of a muted pastel blue (Select Works)

iconeye.com

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