Milliken ColorDirection 2024

In the world of product design and development, color is an essential tool for communicating a brand's values and message to consumers. Companies spend countless hours and resources researching and selecting the perfect color palettes for their products and branding. And yet, even with all this effort, the right color palette can sometimes be elusive.  We have a long history of helping companies use color effectively in their products. 

With the release of this year's ColorDirection, we are once again paving the way in the world of color and helping to shape the future of product development.  This palette of six vibrant colors has been carefully crafted to meet the needs of the future consumer, reflecting the changing social and environmental landscape of our world.

RE:collective is an ideal, an approach that demands reflection on the past, present, and future. It embodies all that we want to achieve together, and represents humanity's commitment to collaboration, creativity, and courage that drives us forward, to meet the needs of our future selves.

RE:empower 

Digital innovation can create a sense of belonging to something larger than yourself. Technology is providing a framework for our future and has become second nature to us. By embracing digital humanism, we can reinvent our society and empower the individual, and the collective. The green of RE:empower provides a visual cue of our reality; despite living in a new, digital age, we must stay grounded and focused on the natural world.

RE:imagine  

Despite our differences, we strive for unity and equality, not just in terms of cultural identity but also in education, gender, class, and income. Imagine a world where we love and accept those who are different from us. This is possible with the reliable and classic tones of RE:imagine - a hopeful blue that inspires cohesion and breaks down barriers.

RE:kindle 

In volatile, uncertain times, psychological safety and confidence in others and our social systems are not just important but essential. Now is the time to RE:kindle trust. This familiar hue of pink supports our natural yearning for trust and compassion to help restore faith in ourselves and others.

RE:claim 

RE:claim your voice, your space in society, and use your confidence to make a positive impact in the world. Be bright, confident and heard. This year’s red taps into our need for individuality, in speech, in dress and in yourself.

RE:animate 

To reanimate someone or something is to bring new life and energy. With a focus on wellbeing and spirituality, the sporty and active RE:animate invokes an instinct to reconnect to yourself, your physical and mental wellbeing, nature, and those around you.

RE:evolve 

RE:evolve is the epitome of energy, the color of the sun; without it, all life on earth will perish, with it we can power the future. Our collective future depends on the forces of nature, but we must shift our industries towards creating products that bring value to consumers, whilst protecting our planet. But to achieve this, we need to evolve our thinking and look at sustainability through a new, honey-colored lens.

A range of globally leading colorants

With the world returning to a new sense of connection, brands are looking ahead to refresh their image to meet the growing need for positive choices. Milliken’s portfolio of versatile and innovative colorants give you a competitive edge on the shelf across a range of packaging and household consumer products.