We live in a colorful world. The natural world around us is not all white and gray. And yet, when it comes to launching new collections (of clothes, cars, objects), creating communication media, imagining new shops or living spaces, color tends to disappear. A minimalism inherited from the 2000s that is now flying apart. The dark years of Covid seem to have created an electroshock among designers, who are “raising the tone”, whether in packaging, product design, retail and hospitality, urban spaces or active design. And the technical limitations that were once prohibitive (when it came to multi-media applications, for example) are less and less of a constraint, thanks to technological developments – particularly in printing – that allow designers to give free rein to their imagination. Will the palette continue to expand?