2024 Colour of the Year
Humans are a highly complex species—the advanced ability to convey information and express ourselves through complex language systems largely differentiates us from other animals.
Our expression of language continues to evolve. Today’s consumers express themselves across mixed realities: physical reality and virtual reality. They are multi-dimensional shoppers. They want personalized products, experiences, and colours that are as multifaceted as they are.
For 2024, Sensient is launching “Phygital™”, a colour duo celebrating consumer expression in the physical and digital world.
The two hues of Phygital are unexpectedly energizing, rousing consumers’ confidence to thrive in both their realities.
GoldenTerra™ is a comforting and relaxing, rich shade reflective of golden rays warming the brown Earthy soil.
Opposite of GoldenTerra™ on the colour wheel is the complementary shade of CyberGem™, a fantasy fuchsia with a daring illusion.
The complimentary colours of Phygital™ unlock bright opportunities for immersive mixed reality experiences.
As the digital world grows, consumers have increasingly looked to the divide between the virtual and the physical.
Some with concern, but most with interest and enthusiasm. Consumer craving for experiences now bridges both worlds.
We are currently in a grocery evolution—and it’s to no surprise! Just look at consumers’ lifestyle, one foot in the physical and one foot in the digital world. While many activities have returned to normal since the global COVID-19 pandemic, grocery shopping has not been one of them.
global retail sales
total grocery sales
Statista, Insider Intelligence
Even though in-store shopping is still the preferred option worldwide, online or e-commerce shopping has seen rapid, wide-scale adoption with continued year over year growth. Major growth in online sales is forecasted for the future, especially as the digital native consumers age further in their purchasing power.
The blending of the virtual and physical worlds offers an opportunity to customize products to individual lifestyles or demands.
From “see it in your space” virtual reality tools that assist with online shopping to viral products that are just as exciting to share online as they are to consume, this blend offers consumers the chance to have the best of both worlds.
Similarly, the combination of GoldenTerra™ and CyberGem™ to create Phygital™ can offer food, beverage, and pet products unique visuals.
See the duality of Phygital™ in action:
With this standout colour duo for 2024, Sensient Flavours has identified a similarly novel flavour profile to accompany Phygital™: Mystic Blossom.
Mystic Blossom ignites two complex flavour profiles together for a multi-dimensional and compelling taste experience. Bright tropical melon notes meet honeyed, metallic green notes with dashes of spice, the Mystic Blossom flavour speaks differently to nearly every palate encountered. Bitter for some, sweet for others, Mystic Blossom is multi-faceted like consumers’ individualized realities—celebrating our desire to see the world through a kaleidoscopic lens.
Product developers can be inspired by the duality of the Colour of the Year and its representation of the meeting of virtual and physical. We look forward to seeing unusual flavour pairings, new formats for well-known flavour profiles, and new themes, flavours, and colours that represent the excitement of the future and the multidimensional nature of humanity in 2024.
