From plastic to natural

The saturation is based on the degree fromthe pure color at 100% to gray at 0%.

How to mute a color?

To mute a color, you can just mix it with:

It is usually far more effective to use vivid colors sporadically, in combination with muted colors.

In the past two years, mainly due to social distancing, the need in people to connect with elements
with much more substance has grown.

Muted colors became relevant as they immediately established an emotional connection
with nature and wellbeing feelings.

Muted colors refer to elements that we associate as natural:

Which, in terms of branding, can be linked to a more human narrative and
establish an identity that many of us can relate to.

The brands that are best suited for this trend are those who seek their consumers well-being.

They appeal to basic needs of the modern human being; becoming (ideally) part of their daily routine.