Dispensers and frame buyers have lots of decisions to make when planning a frame board that's appealing to a broad target audience. But, if it's kids that you are targeting, one sure way to draw them in is with a rainbow of color choices. But gender, age, and personality all play a part in the color preferences of today's kids.

EARLY CHILDHOOD 
Young children (up to six-years-old) love color because it moves, energizes, and creates an experience for them. They see a rainbow of primary and tertiary hues--both warm and cool--often light-to-medium dark in value. Intuition drives them at this point. 

In 1915, the Munsell System of Color Identification's originator research found that the physiology of the eye creates the natural phenomenon of personal reactions to color. External influences exist, but color preferences for kids are still unique and unaltered.

Parents may have total control over purchases; however, the young spirit stands firm on its likes and dislikes. Color preference becomes gender-specific at an early age. Boys and girls do feel differently about each hue. Shape and color begin to drive their selections. This shift is a result of the child's "personal style." Yes, we are born with a unique set of rules. There are "natural and casual" boys and girls--those making mud pies and sliding into home base; boldly exploring the world. We also must recognize the second type, which are "high maintenance" kids. Those who must change their coordinated outfits if they see a dirty spot or a wrinkle. They carefully plan their path of style.

TODAY'S TWEENS 
As kids grow up and hit their tweens (between early childhood and teenage years) their world expands even further. These young "digital" kids are influenced by the bright, more complicated colors and materials of technology--computer programs, video games, music videos, etc., according to the Color Marketing Group (CMG), an Alexandria, Va.-based color trend forecasting company.

Forecasted gender-based palettes for boys include warm, clear, saturated red, bright citrus yellow, bright clear green, wild yellow-green as well as the coolest blue-greens, and royal blues. The warm neutrals are khaki, olive, cream, and cool neutrals such as basic navy, medium gray, and white. The girls' palette varies by going much bluer in deep reds, pinks, and purples in a light or dark value range. The warm areas are bright and intense fruity hues in yellow-greens and yellows. Neutrals include cool black, white, navy, and warm khaki.

"We are no longer looking at a flat palette, but one with multi-dimensions." says Sunny Maffeo, a member of CMG and director of creative marketing at Engelhard Corporation.

PRE-TEENS
As these kids grow into their pre-teens, the color world adds more outside media influences. (Remember, kids feel the need to see, feel, touch, and experience the color personally as well.) "Pre-teens begin to create complicated palette requirements by taking on adult tastes," says Beverly Heishman, ABOM, NCLE, Director of Eyewear Services, Lancaster Eyecare Center, Lancaster, Pa.

Extremes develop between making a quiet or bold statement and a traditional or trendy statement. Pre-teen girls often follow "fantasy fashion," including both retro and futuristic trends in nail color, clothing color, and accessories. Media celebrities are continuing to impact these girls.

On the other hand, pre-teen boys often begin making frame choices by design, rather than color. They frequently model their selections based upon famous male personalities from the big screen and the athletic field. Their personal expression dictates their direction, as do peer pressure, self-image, and parental recognition. This is a very complex time for them to make a color choice. Their palette has made its first big consumer entrance into the world of color--all over the color wheel.

However, CMG reports colors for this age group are going cooler in reds, pinks, purples, blues, and greens with warm, bold accents in either light or dark values. Blacks and grays remain major players in the palette, taking on a new look with lots of color.

A variety of metals enter the scene in frosted, matte, or antiqued statements, and are often blended for a "mosaic" look.

One of the biggest impacts that will continue to be made upon this age group in their color preferences and purchases will be the influence of special effects as forecasted by CMG. "Kids must factor in the use of layering, the mixing of illusions, patterns, colors, and textures to their selections," adds Maffeo.

Color is a story of diversity and contradiction that somehow works its way into visual harmony while rushing to meet the needs and expectations of the kids of today. Although these kids may be taking on the appearance of their elders, their palette often reflects the look of their magical early childhood years.

Kayte Van De Marke is the owner of PRESENTATION!, an international design firm. She is an approved trainer for the American Board of Opticianry and a member of the Color Marketing Group. EB