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Ep. 45 Color Archeology, Trends and Forecasts with Montaha Hidefi, Color Archeologist, Author and Public Speaker
ABOUT MONTAHA HIDEFI:
Montaha’s LinkedIn Profile:linkedin.com/in/montahahidefi
Website- www.montahahidefi.ca
- www.colorlanding.com
- www.colorarchaeology.ca
- +1-519-760-5910
- colorfulmontaha
MONTAHA HIDEFI's Bio:
A world-renowned Color Archeologist™, Montaha Hidefi centers her consultancy services on developing color trends foresights and color forecast projections, portfolio ideation and customized color related insights to small, medium, and large organizations on a global basis.
In 2020, Montaha established the notion of Color Archaeology™, a trademark of her Color Landing Studio, to best define the practice of color forecasting and its intricacies. Color Archaeology incorporates the skills and expertise to track and observe societal trends, analyze how they are interpreted in current times, and predict how they will evolve into the future.
A public speaker, Montaha lectures and keynotes about color and trends virtually and in-person at international events and company settings. Her articles on the subject matter are published in countless trade publications.
Montaha serves at Color Marketing Group® (CMG) as Vice President of Color Forecasting, at the Executive Committee of the Colour Research Society of Canada (CRSC) and as Vice President of the Canadian Freelance Guild (CFG). She holds a comprehensive background in international marketing, color marketing and the coatings industry. Montaha was born and raised in South America, is an avid traveler and has lived and worked in the Middle East, Europe, and North America.
She is the author of Giving Voice to My Silence, Dando voz a mi silencio, and Groping for Truth, and the co-author of Colour Design: Theories and Applications.
SHOW INTRO:
On my first day of the freehand drawing studio at McGill University School of Architecture, the teacher, Gerry Tondino, explained that he would not teach us how to draw.
Instead, he said, we would learn how to see. To understand light. How without light nothing exists. How it created form, texture, and color.
I loved those classes where every week, for three hours, we would ‘learn to see.’ I took additional drawing classes in the evenings and Sketching School where we would travel to some location and spend a week drawing outdoors.
And learn to see I did.
Gerry Tondino fostered my love of drawing with his gentle teaching approach. He would walk the studio in his well-worn jean jacket saying “put a line at the top of the paper, now another one at the bottom, now draw the figure…” 30 seconds late he would say it again, and again, and again. The 3 hours studio seemed to go by in 30 second increments as we learned to see.
Mostly we worked in black and white. Charcoal on newsprint paper.
Color would come later. Color had its own challenges. Understanding color was tough.
Understanding color was a process that went on for years. Even now in my recent paintings, color is a challenge but one I take on with enthusiasm.
What color goes with what other color. How does one color seemingly change the hue of another simply because it is adjacent to or surrounding it? How is light reflected off of one object coloring another? Cool. Warm. Saturated. Transparent. Opaque.
I love color. Fuchsia particularly. To me, it is vibrant and signals enthusiasm and creative innovation.
And then there is understanding color from the neurobiological point of view. How our brain processes color is fascinating. The eyes take in wavelengths of light activating rods and cone in our eyes sending signals to the occipital lobe in the back of our head and the information is turned into our perception of color. And that is the simplest description that there ever likely was of how it works.
The other thing about color, especially when we think about objects ‘being colored’ is that isn’t actually what is happening.
Our human eyes are actually able to only see a very small portion of the full light wavelength spectrum. Some animals are actually better at seeing light in the infrared spectrum which we cannot see. These wavelengths still enter our eyes but our visual apparatus isn’t able to ‘see’ it.
So, when the full sunlight hits objects, a certain portion of the visual light spectrum is absorbed into the molecular structure of the object. The remaining wavelengths of light are reflected and are perceived by our eyes and decoded by our brain as color. What we see is the reflected wavelengths. So, if you looking at a red shirt, all wavelengths of light except those that are perceived as red are absorbed by the fabric and pigments and the red wavelengths are bouncing off and entering our eyes and voila… red shirt.
But it is oh so much more complex than that…
And what about how certain colors make us feel? Colors affect our mood. Our neurology and colors are interconnected and there’s a heft of science that describes the very real relationship of color to our emotional state. Colors activate our neurobiology and can be calming, activating, agitating, and directly affect the way we feel in places we inhabit.
Next time you are anywhere, outside, at home, in a store, driving on the highway take notice of all of the colors. Everything is colored. Most everything we buy is colored and the shade of red, or yellow or blue really matters to our perception of the product, our willingness to buy it and the brand or store that sells it. Colors have become so connected to our consumer environments that we have come to attribute certain colors to certain brands.
Tiffany … blue.
Red … Coke or Target
Yellow … McDonalds or Best Buy
And then there is the psychological connotations of colors. Red is a popular color in Chinese culture, symbolizing luck, joy, and happiness. Purple was been linked to royalty or the church.
What does color mean? What colors will be prevalent next year? How are colors tied to human experience, economics and political movements?
Color. More than we can unpack in this one podcast but worth understanding because so much of human experience is connected to it. To help us get there is Montaha Hidefi.
She is an internationally distinguished Color Archaeologist, who develops color trend concepts and color palettes for organizations around the world.
Montaha is the Vice President of Color Forecasting atColor Marketing Group® (CMG) and Vice President of theCanadian Freelance Guild(CFG).
By creating a color forecasts designed specifically to company’s target markets, Montaha Hidefi helps organizations optimize their product portfolio and create color stories that brand’s target audiences can relate to.
The ideation of your color direction is done by examining your past and current colors, understanding the present trends, and setting new parameters based on research and a scientific forecasting process.
She presented at conferences, color seminars, universities, and trade shows, all around the world.
She is the author of Groping For Truth - My Uphill Struggle for Respect, co-author of Color Design - Theories and Applications(1st and 2nd editions).
From a young age growing up in Venezuela Montaha has had a love affair with all things colored. She feels so interconnected with color that she explains that color and her are like talking about the same thing.
Welcome Montaha Hidefi….
ABOUT DAVID KEPRON:
LinkedIn Profile: linkedin.com/in/david-kepron-9a1582b
Websites:
https://www.davidkepron.com (personal website)
vmsd.com/taxonomy/term/8645 (Blog)
Email: [email protected]
Twitter: DavidKepron
Personal Instagram: https://www.instagram.com/davidkepron/
NXTLVL Instagram: https://www.instagram.com/nxtlvl_experience_design/
Bio:
David Kepron is a multifaceted creative professional with a deep curiosity to understand ‘why’, ‘what’s now’ and ‘what’s next’. He brings together his background as an architect, artist, educator, author, podcast host and builder to the making of meaningful and empathically-focused, community-centric customer connections at brand experience places around the globe.
David is a former VP - Global Design Strategies at Marriott International. While at Marriott, his focus was on the creation of compelling customer experiences within Marriott’s “Premium Distinctive” segment which included: Westin, Renaissance, Le Meridien, Autograph Collection, Tribute Portfolio, Design Hotels and Gaylord hotels.
In 2020 Kepron founded NXTLVL Experience Design, a strategy and design consultancy, where he combines his multidisciplinary approach to the creation of relevant brand engagements with his passion for social and cultural anthropology, neuroscience and emerging digital technologies.
As a frequently requested international speaker at corporate events and international conferences focusing on CX, digital transformation, retail, hospitality, emerging technology, David shares his expertise on subjects ranging from consumer behaviors and trends, brain science and buying behavior, store design and visual merchandising, hotel design and strategy as well as creativity and innovation. In his talks, David shares visionary ideas on how brand strategy, brain science and emerging technologies are changing guest expectations about relationships they want to have with brands and how companies can remain relevant in a digitally enabled marketplace.
David currently shares his experience and insight on various industry boards including: VMSD magazine’s Editorial Advisory Board, the Interactive Customer Experience Association, Sign Research Foundation’s Program Committee as well as the Center For Retail Transformation at George Mason University.
He has held teaching positions at New York’s Fashion Institute of Technology (F.I.T.), the Department of Architecture & Interior Design of Drexel University in Philadelphia, the Laboratory Institute of Merchandising (L.I.M.) in New York, the International Academy of Merchandising and Design in Montreal and he served as the Director of the Visual Merchandising Department at LaSalle International Fashion School (L.I.F.S.) in Singapore.
In 2014 Kepron published his first book titled: “Retail (r)Evolution: Why Creating Right-Brain Stores Will Shape the Future of Shopping in a Digitally Driven World” and he is currently working on his second book to be published soon. David also writes a popular blog called “Brain Food” which is published monthly on vmsd.com.
************************************************************************************************************************************
The next level experience design podcast is presented by VMSD magazine and Smartwork Media. It is hosted and executive produced by David Kepron. Our original music and audio production by Kano Sound.
The content of this podcast is copywrite to David Kepron and NXTLVL Experience Design. Any publication or rebroadcast of the content is prohibited without the expressed written consent of David Kepron and NXTLVL Experience Design.
Make sure to tune in for more NXTLVL “Dialogues on DATA: Design Architecture Technology and the Arts” wherever you find your favorite podcasts and make sure to visit vmsd.com and look for the tab for the NXTLVL Experience Design podcast there too.
The next level experience design podcast is presented by VMSD magazine and Smartwork Media. It is hosted and executive produced by David Kepron. Our original music and audio production by Kano Sound.
The content of this podcast is copywrite to David Kepron and NXTLVL Experience Design. Any publication or rebroadcast of the content is prohibited without the expressed written consent of David Kepron and NXTLVL Experience Design.
Make sure to tune in for more NXTLVL “Dialogues on DATA: Design Architecture Technology and the Arts” wherever you find your favorite podcasts and make sure to visit vmsd.com and look for the tab for the NXTLVL Experience Design podcast there too.
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ABOUT MONTAHA HIDEFI:
Montaha’s LinkedIn Profile:linkedin.com/in/montahahidefi
Website- www.montahahidefi.ca
- www.colorlanding.com
- www.colorarchaeology.ca
- +1-519-760-5910
- colorfulmontaha
MONTAHA HIDEFI's Bio:
A world-renowned Color Archeologist™, Montaha Hidefi centers her consultancy services on developing color trends foresights and color forecast projections, portfolio ideation and customized color related insights to small, medium, and large organizations on a global basis.
In 2020, Montaha established the notion of Color Archaeology™, a trademark of her Color Landing Studio, to best define the practice of color forecasting and its intricacies. Color Archaeology incorporates the skills and expertise to track and observe societal trends, analyze how they are interpreted in current times, and predict how they will evolve into the future.
A public speaker, Montaha lectures and keynotes about color and trends virtually and in-person at international events and company settings. Her articles on the subject matter are published in countless trade publications.
Montaha serves at Color Marketing Group® (CMG) as Vice President of Color Forecasting, at the Executive Committee of the Colour Research Society of Canada (CRSC) and as Vice President of the Canadian Freelance Guild (CFG). She holds a comprehensive background in international marketing, color marketing and the coatings industry. Montaha was born and raised in South America, is an avid traveler and has lived and worked in the Middle East, Europe, and North America.
She is the author of Giving Voice to My Silence, Dando voz a mi silencio, and Groping for Truth, and the co-author of Colour Design: Theories and Applications.
SHOW INTRO:
On my first day of the freehand drawing studio at McGill University School of Architecture, the teacher, Gerry Tondino, explained that he would not teach us how to draw.
Instead, he said, we would learn how to see. To understand light. How without light nothing exists. How it created form, texture, and color.
I loved those classes where every week, for three hours, we would ‘learn to see.’ I took additional drawing classes in the evenings and Sketching School where we would travel to some location and spend a week drawing outdoors.
And learn to see I did.
Gerry Tondino fostered my love of drawing with his gentle teaching approach. He would walk the studio in his well-worn jean jacket saying “put a line at the top of the paper, now another one at the bottom, now draw the figure…” 30 seconds late he would say it again, and again, and again. The 3 hours studio seemed to go by in 30 second increments as we learned to see.
Mostly we worked in black and white. Charcoal on newsprint paper.
Color would come later. Color had its own challenges. Understanding color was tough.
Understanding color was a process that went on for years. Even now in my recent paintings, color is a challenge but one I take on with enthusiasm.
What color goes with what other color. How does one color seemingly change the hue of another simply because it is adjacent to or surrounding it? How is light reflected off of one object coloring another? Cool. Warm. Saturated. Transparent. Opaque.
I love color. Fuchsia particularly. To me, it is vibrant and signals enthusiasm and creative innovation.
And then there is understanding color from the neurobiological point of view. How our brain processes color is fascinating. The eyes take in wavelengths of light activating rods and cone in our eyes sending signals to the occipital lobe in the back of our head and the information is turned into our perception of color. And that is the simplest description that there ever likely was of how it works.
The other thing about color, especially when we think about objects ‘being colored’ is that isn’t actually what is happening.
Our human eyes are actually able to only see a very small portion of the full light wavelength spectrum. Some animals are actually better at seeing light in the infrared spectrum which we cannot see. These wavelengths still enter our eyes but our visual apparatus isn’t able to ‘see’ it.
So, when the full sunlight hits objects, a certain portion of the visual light spectrum is absorbed into the molecular structure of the object. The remaining wavelengths of light are reflected and are perceived by our eyes and decoded by our brain as color. What we see is the reflected wavelengths. So, if you looking at a red shirt, all wavelengths of light except those that are perceived as red are absorbed by the fabric and pigments and the red wavelengths are bouncing off and entering our eyes and voila… red shirt.
But it is oh so much more complex than that…
And what about how certain colors make us feel? Colors affect our mood. Our neurology and colors are interconnected and there’s a heft of science that describes the very real relationship of color to our emotional state. Colors activate our neurobiology and can be calming, activating, agitating, and directly affect the way we feel in places we inhabit.
Next time you are anywhere, outside, at home, in a store, driving on the highway take notice of all of the colors. Everything is colored. Most everything we buy is colored and the shade of red, or yellow or blue really matters to our perception of the product, our willingness to buy it and the brand or store that sells it. Colors have become so connected to our consumer environments that we have come to attribute certain colors to certain brands.
Tiffany … blue.
Red … Coke or Target
Yellow … McDonalds or Best Buy
And then there is the psychological connotations of colors. Red is a popular color in Chinese culture, symbolizing luck, joy, and happiness. Purple was been linked to royalty or the church.
What does color mean? What colors will be prevalent next year? How are colors tied to human experience, economics and political movements?
Color. More than we can unpack in this one podcast but worth understanding because so much of human experience is connected to it. To help us get there is Montaha Hidefi.
She is an internationally distinguished Color Archaeologist, who develops color trend concepts and color palettes for organizations around the world.
Montaha is the Vice President of Color Forecasting atColor Marketing Group® (CMG) and Vice President of theCanadian Freelance Guild(CFG).
By creating a color forecasts designed specifically to company’s target markets, Montaha Hidefi helps organizations optimize their product portfolio and create color stories that brand’s target audiences can relate to.
The ideation of your color direction is done by examining your past and current colors, understanding the present trends, and setting new parameters based on research and a scientific forecasting process.
She presented at conferences, color seminars, universities, and trade shows, all around the world.
She is the author of Groping For Truth - My Uphill Struggle for Respect, co-author of Color Design - Theories and Applications(1st and 2nd editions).
From a young age growing up in Venezuela Montaha has had a love affair with all things colored. She feels so interconnected with color that she explains that color and her are like talking about the same thing.
Welcome Montaha Hidefi….
ABOUT DAVID KEPRON:
LinkedIn Profile: linkedin.com/in/david-kepron-9a1582b
Websites:
https://www.davidkepron.com (personal website)
vmsd.com/taxonomy/term/8645 (Blog)
Email: [email protected]
Twitter: DavidKepron
Personal Instagram: https://www.instagram.com/davidkepron/
NXTLVL Instagram: https://www.instagram.com/nxtlvl_experience_design/
Bio:
David Kepron is a multifaceted creative professional with a deep curiosity to understand ‘why’, ‘what’s now’ and ‘what’s next’. He brings together his background as an architect, artist, educator, author, podcast host and builder to the making of meaningful and empathically-focused, community-centric customer connections at brand experience places around the globe.
David is a former VP - Global Design Strategies at Marriott International. While at Marriott, his focus was on the creation of compelling customer experiences within Marriott’s “Premium Distinctive” segment which included: Westin, Renaissance, Le Meridien, Autograph Collection, Tribute Portfolio, Design Hotels and Gaylord hotels.
In 2020 Kepron founded NXTLVL Experience Design, a strategy and design consultancy, where he combines his multidisciplinary approach to the creation of relevant brand engagements with his passion for social and cultural anthropology, neuroscience and emerging digital technologies.
As a frequently requested international speaker at corporate events and international conferences focusing on CX, digital transformation, retail, hospitality, emerging technology, David shares his expertise on subjects ranging from consumer behaviors and trends, brain science and buying behavior, store design and visual merchandising, hotel design and strategy as well as creativity and innovation. In his talks, David shares visionary ideas on how brand strategy, brain science and emerging technologies are changing guest expectations about relationships they want to have with brands and how companies can remain relevant in a digitally enabled marketplace.
David currently shares his experience and insight on various industry boards including: VMSD magazine’s Editorial Advisory Board, the Interactive Customer Experience Association, Sign Research Foundation’s Program Committee as well as the Center For Retail Transformation at George Mason University.
He has held teaching positions at New York’s Fashion Institute of Technology (F.I.T.), the Department of Architecture & Interior Design of Drexel University in Philadelphia, the Laboratory Institute of Merchandising (L.I.M.) in New York, the International Academy of Merchandising and Design in Montreal and he served as the Director of the Visual Merchandising Department at LaSalle International Fashion School (L.I.F.S.) in Singapore.
In 2014 Kepron published his first book titled: “Retail (r)Evolution: Why Creating Right-Brain Stores Will Shape the Future of Shopping in a Digitally Driven World” and he is currently working on his second book to be published soon. David also writes a popular blog called “Brain Food” which is published monthly on vmsd.com.
************************************************************************************************************************************
The next level experience design podcast is presented by VMSD magazine and Smartwork Media. It is hosted and executive produced by David Kepron. Our original music and audio production by Kano Sound.
The content of this podcast is copywrite to David Kepron and NXTLVL Experience Design. Any publication or rebroadcast of the content is prohibited without the expressed written consent of David Kepron and NXTLVL Experience Design.
Make sure to tune in for more NXTLVL “Dialogues on DATA: Design Architecture Technology and the Arts” wherever you find your favorite podcasts and make sure to visit vmsd.com and look for the tab for the NXTLVL Experience Design podcast there too.
The next level experience design podcast is presented by VMSD magazine and Smartwork Media. It is hosted and executive produced by David Kepron. Our original music and audio production by Kano Sound.
The content of this podcast is copywrite to David Kepron and NXTLVL Experience Design. Any publication or rebroadcast of the content is prohibited without the expressed written consent of David Kepron and NXTLVL Experience Design.
Make sure to tune in for more NXTLVL “Dialogues on DATA: Design Architecture Technology and the Arts” wherever you find your favorite podcasts and make sure to visit vmsd.com and look for the tab for the NXTLVL Experience Design podcast there too.