We need and we seek change, renewal and expansion, as well as security, familiarity and identity. This vital dialectic is abundantly evident in our aesthetic requirements. Thus fashion, trends and styles do not arise arbitrarily, but in the psychological and cultural field of tension between the opposite poles of the appeal of what is new or foreign, and the longing for familiarity and tradition.

Collective preferences for colour, form, structure, surface, pattern and design can also be explained and predicted within the framework of this concept.

We observe, analyse and interpret current (design) trends and (collective) aesthetic preferences against the background of psychological needs, changing social values and technical innovation.

Of special interest here are colour, structure and surface, which we take into consideration and develop into concrete suggestions for design when predicting product-specific trends for our clients.