The article highlights the growing trend of colors in urban environments disappearing, replaced by modern monochrome aesthetics, according to an environmental psychologist. The piece notes that life becomes duller as urban spaces transition to shades of gray, black, and white, reflecting a broader phenomenon where vibrant colors are being substituted for a more modern look. Examples discussed in the article include the recent change of the Smáralind shopping center's logo from a multicolored design to a sleek black logo, signaling a shift towards a minimalist aesthetic among brands.

The article further emphasizes that this modernity in branding and architectural design is contrary to human nature and needs, suggesting that an environment devoid of lively colors affects our emotional and psychological well-being. Additional examples are presented, such as the new design of the Landsbankinn building in downtown Reykjavík, which adopts a similarly muted color palette, and the shift from vibrant blue to dark green in the Mjódd area. These changes reflect a trend that prioritizes sleek, modern appearances over the aesthetic richness that colors can provide.

Moreover, the article implies that the absence of colors not only impacts individual locales but also represents a broader cultural shift towards minimalism, potentially leading to a more uniform and less engaging public space. This discussion raises questions about the balance between modern design trends and the emotional resonance of colorful environments, urging readers to consider the importance of color in fostering a vibrant urban culture.