From Chromophobia to Chromophilia: Why colour is back

During HIX 2025, we continued exploring our relationship with colour. In recent years, we have noticed a clear shift from chromophobia to chromophilia - reflecting a move from restrained neutrality toward vibrant expression.

This change signals a broader cultural desire for emotion, identity, diversity and sensory experience, alongside a growing belief that colour is not optional, but essential.” Elmira Magomedova, Creative Designer, Altro

At Altro, we have long advocated for the thoughtful and inclusive use of colour to help shape a new narrative around public spaces.

As our focus on the hospitality sector continues to grow, we want to bring the same thinking into hotel and leisure environments - helping our customers create engaging, diverse and inclusive interiors using our flooring and wall systems.

Colour can be used to create an experience, evoke a sense of belonging and leave a lasting impression. Used well, it can support focus, encourage engagement, promote rest and invite reflection.

Designers are increasingly shifting towards holistic experiences, where Narrative-Driven Design flows seamlessly from the lobby into guest rooms, bathrooms, corridors and even back-of-house areas.

Chromophobia vs chromophilia

Chromophobia has traditionally shown itself through a fear or avoidance of colour, often favouring white, black, grey or muted palettes. Rooted in modernism and minimalism, colour was frequently viewed as decorative or irrational, and neutral schemes became associated with authority, control and timelessness. While this approach has long dominated corporate and institutional design, it can unintentionally suppress cultural identity and authenticity.

Chromophilia, by contrast, embraces colour as a primary expressive and communicative tool. Colour is treated as emotional, symbolic and cultural, rather than purely decorative. It is used to shape mood, guide behaviour and create memorable experiences, and is often linked to playfulness, diversity, vitality and sensory engagement.

Where neutrals still belong

This shift does not mean monochromatic schemes are defunct. Neutral palettes still have a place - especially when layered with texture and material variation.

Subtle tonal floors, tactile wall finishes and thoughtful detailing can add depth and warmth without relying on bold colour.

Altro flooring and wall systems are designed to support these demands.

Robust, easy-to-clean surfaces help maintain hygiene, reduce downtime and stand up to frequent cleaning, impact and movement.

When these elements are considered together as part of a joined-up system, spaces are easier to maintain and better able to adapt over time.

Products like Altro Wood, Altro Ensemble and Altro Illustra show how neutral tones, texture and pattern can enhance the experience, while Altro Whiterock walls and colour-rich flooring ranges such as Altro Orchestra and Altro Suprema allow colour to be confidently built into walls and floors where more expression is wanted.” Elmira Magomedova, Creative Designer, Altro

The key difference is intention. Neutral is now a design choice, not the default.

As the conversation continues, chromophilia is not about colour for colour’s sake. It is about confidence - using colour, texture and material to create spaces that feel human, inclusive and alive.