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When naming paint, color takes a back seat

In a redoubled effort to capture consumers' attention in the sputtering economic recovery, some paint companies are hoping to distinguish their brands with names that tell a story, summon a memory or evoke an emotion — even a dark one — as long as they result in a sale.

By KATHARINE Q. SEELYE

The New York Times

Sue Kim, color trend and forecast specialist for Valspar, in the paint company's offices in Chicago. In an effort to capture consumers' attention in the sputtering economic recovery, paint companies are distinguishing their brands with names that tell a story, summon a memory or evoke an emotion with names like Weekend in the Country or Harvard for their colors.

CHICAGO — If you heard the words "Tempest," "Turbulence" and "Tornado Watch," you might head for the basement — fast.

Paint manufacturers want you to head for the living room.

In a redoubled effort to capture consumers' attention in the sputtering economic recovery, some paint companies are hoping to distinguish their brands with names that tell a story, summon a memory or evoke an emotion — even a dark one — as long as they result in a sale.

What they do not do is reveal the color.

"For a long time we had to connect the color name with the general color reference," said Sue Kim, color-trend and forecast specialist for the Valspar paint company. "But now," she added, "we're exploring color names that are a representation of your lifestyle."

Thus, Valspar, which once featured Apricot 1 (all the way up to Apricot 6), now offers Weekend in the Country, a name that might put you in mind of an idyllic getaway or a Stephen Sondheim tune but that will not convey a specific hue. (For the record, it is the color of mud; perhaps not such a great weekend after all.)

Sherwin-Williams offers Synergy. From Ace Paint comes Hey There! Benjamin Moore has Old World Romance, all names that give new meaning to the term colorblind.

"Color names are marketing tools, meaning they help sell paint," said Lyne Castonguay, merchandising vice president for paint at The Home Depot.

With home sales depressed, there is new urgency to that mission. The fortunes of interior paints — "architectural coatings," in industry lingo — are tied to the housing market. Paint sales tumbled when the housing bubble burst, and while they edged up 6.7 percent last year over the previous year, they have not rebounded to the peak level of more than $9 billion in 2007.

Ford : Mustang 2dr Cpe Gt 4.6l V8 Cd Power Seats Keyless Leather ...

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