level while acknowledging that not everyone wants to
decorate with exactly the same shades as their next door
neighbor,” she said.
For Resene color is generally seen in three ways—one color
in isolation, one color in a color scheme and one color altered
through effects such as metallics and varying sheen levels,
according to Warman. Resene releases an annual trends fan-deck—The Range fashion series of fandecks—and this combines new trends hues with popular hues continuing from previous years, metallics and wallpapers. According to Resene’s
Paint Color Cues for 2008 report, nature and especially the
ocean and earth tones have warmed its color palette.
“The basic neutrals are tending more grey and white is waning. The underlying favorites of blues, greens and reds continue to underpin non-neutral schemes. Oranges, yellows, purples
and pinks tend to wax and wane but are generally never taken
up en masse for painted areas as these colors can be difficult to
use well,” Warman said. “Generally they will be incorporated
with accessories during the trend upswing and these accessories will be replaced when the color downtrends. In contrast,
blues, greens and reds tend to have greater longevity and while
usage of them for paint will decrease during a downtrend the
decrease is considerably less marked.”
According to ICI’s ColourFutures report, yellow currently is
the color of the year for 2008-2009. “Yellow is a color long associated with opposing concepts—oriental and occidental, contemporary and traditional, spiritual and intellectual,” said
Danzinger. “It transcends national cultures and preferences in
its ability to communicate optimism, respect, radiance and
wellbeing. It is this duality that makes it so relevant for 2008
as we try to balance seemingly conflicting aspects of life, art,
culture and innovation.”
For Zimmer, today’s trend towards environmentally friendly
low VOC paints has influenced a versatile palette of blues,
greens and browns, which encompass colors inspired by the
earth, sea and sky. She also said metallics and brights are gaining in popularity to add ‘pop’ and excitement.
“Environmentally friendly low-VOC paints are popular for a
variety of reasons, most notably because they lack odor. This
allows consumers to put recently painted rooms back into use
almost immediately after being painted,” said Zimmer.
“Another added benefit according to health and environmental
authorities is that low-VOC paints are not considered hazardous waste, so consumers can take pride in knowing that
they are not impacting the environment when disposing of leftover paints.”
“The current trend in color selection in the paint industry
focuses on convincing the consumer that more is better. Colors
are added on top of an already overwhelming color palette year
after year,” said Desrosiers. “We’ve discovered through our
research, that people want a more logical approach to color
selection instead of being presented with a confusing amount
of options.”
California Paints recently debuted its Perfect Palette, which
the company said allows consumers to choose from a selection
of colors that are not only aesthetically pleasing but also logically chosen as the most desired colors available. The Perfect
Palette presents a fusion of science and beauty, and includes
1696 colors chosen using a three-dimensional color mapping
process. The Perfect Palette contains trend forecasts which
embrace colors influenced by timely events such as the Beijing
Olympics and the growing trend toward natural hues.
“Time and again, contemporary issues and trends are mirrored by the themes we choose for our homes and the products
we buy,” said Eiseman. “Eco-awareness is a resounding theme
as consumers continue to be more thoughtful about what they
are buying and the impact their choices will have on the world.
Today’s consumers find innovative ways to recycle, reuse and
re-purpose. At the same time, there is also a need to relax,
rewind, renew and hopefully, refurbish. The 2009 palettes
address these trends, which will be reflected in designs and
products for the home in the coming year.”
CONSUMERS GAIN CONFIDENCE IN COLOR SELECTION
Personal preference of the consumer ultimately influences the
color decision. “The psychology of how the color makes the consumer feel or how they rate the color’s aesthetic value will many
times transcend whether the hue is popular,” said Desrosiers.
But with so many colors to choose from, just how comfortable are consumers with the color selection process?
Paint manufacturers have worked hard to develop tools
available on the web and actual sample material to help
make the color selection process easier.
“Some consumers are uncomfortable with the process. They
usually have to match to several products blending in the
whole scheme,” said Danzinger “It is challenging to find that
one color or grouping of colors that will coordinate and work
well in their space. Through the variety of our brands we try to
create programs that are helpful in this process such as the
online color consultant on the Glidden website as well as inspirational color collateral.”
“There are many consumers that would like to choose
stronger colors but are worried about how to combine them and
the effect it may have on home resale values,” said Warman.
“We have a range of color tools from testpots, color charts and
complementary color suggestions through to virtual painting
software and we have color consultants in selected stores to
help customers make their choices.”
One of the most important factors influencing consumer confidence today is the media, according to Zimmer. “Home
improvement television shows have had a tremendous influence over the past 20-25 years in expanding the mindset of
viewers and their attitudes towards DIY painting projects.”
The idea behind California Paints’ new Perfect Palette is
that consumers want a more logical approach to color selection.
“One of the most important and often overlooked aspects of creating a color system is to integrate color science and color theory into the logic of the color layout,” said Desrosiers. “This
enables the user to move through color space in all three directions light to dark, saturated to muted and through each of the
six hues—red, orange, yellow, green, blue and purple. Our new
system also describes the relationship of the colors on a single
strip. This is really helpful in case the consumer finds a color
they love but want to see it a little lighter or darker.” CW
