Decorating
How Paint Names Influence Your Choices
While you peruse colour charts in paint shops, paint companies are hard at work thinking up names that create pictures in your mind
A few years ago, Canadian company CIL Paints renamed a colour range to get blokes excited about home painting projects. ‘Bone White’ became ‘Beer Foam’, ‘Lexington Park’ became ‘Dirty Socks’ and ‘Classic Liberty Red’ was transformed into ‘Rust On My Truck’. Was this a sexist tongue-in-cheek advertising stunt, or a clever strategy to tap into a lucrative market?
In vying for your decorating dollar, companies recognise that creative paint names evoke images and moods. Dip your brush into the inspiring world of colour names and see how the experts come up with names, and how these names influence our choices. There’s more to the process than meets the eye.
Name before colour – or vice versa?
All our consultants were in agreement on this point: colours are developed first and then a suitable name attached. The process for naming a colour is painstakingly slow, says Andrea Lucena-Orr, Dulux Colour and Communications Manager. “The colour is always first. Using a large database, we need to find a unique name, never used before by us or our competitors.”
Colour and Concept Manager at Haymes Paints, Wendy Rennie, looks first at the properties of a colour, its undertones and where it sits in relation to a colour palette before creating a suitable name that “makes sense” within that palette. Every effort is made to avoid previously used or competition-used names – this is more to avoid customer confusion than anything else.
All our consultants were in agreement on this point: colours are developed first and then a suitable name attached. The process for naming a colour is painstakingly slow, says Andrea Lucena-Orr, Dulux Colour and Communications Manager. “The colour is always first. Using a large database, we need to find a unique name, never used before by us or our competitors.”
Colour and Concept Manager at Haymes Paints, Wendy Rennie, looks first at the properties of a colour, its undertones and where it sits in relation to a colour palette before creating a suitable name that “makes sense” within that palette. Every effort is made to avoid previously used or competition-used names – this is more to avoid customer confusion than anything else.
Melanie Stevenson, Brand Manager for Porter’s Paints, keeps a file of interesting names and colour concepts, to be considered when a new colour range is released. Taubmans Technical Manager Paul McCorkell says that their Architectural Colour Laboratory draws on a pool of names collected for possible use, but that the colour almost always comes before the name.
Walls in ‘Dusted Violet’: Taubmans
Walls in ‘Dusted Violet’: Taubmans
What inspires paint namers?
The job of a colour naming expert is a many-faceted thing, requiring a broad world view of influences in fashion, media, global events, science and technology, social fundamentals, economics and even politics!
Lucena-Orr cites inspiration from a diverse field, including the World Atlas, botanicals, street names and famous landmarks. She attends European trade fairs and keeps up to date with product and design innovations.
Walls in ‘Stowe White’: Dulux
The job of a colour naming expert is a many-faceted thing, requiring a broad world view of influences in fashion, media, global events, science and technology, social fundamentals, economics and even politics!
Lucena-Orr cites inspiration from a diverse field, including the World Atlas, botanicals, street names and famous landmarks. She attends European trade fairs and keeps up to date with product and design innovations.
Walls in ‘Stowe White’: Dulux
It’s not surprising that the sun-baked palette of the Australian landscape – faded sages, dusty neutrals, warm earthy washes – has inspired colour ranges for paint brush-wielding Aussies. Some companies have tapped into this sphere of inspiration by linking colours to names with a distinctly Antipodean ring, like ‘Powdered Gum’, ‘Koala Grey’, ‘Country Road’ and ‘Bogong’.
Rennie says some of Haymes’ latest releases carry the names of employees’ family members, including ‘Charlotte’, ‘Dave’s Train’ and ‘Tom’s Run’. “The company has been in the family for four generations, so this connection has inspired some of our names and helps identify our brand,” she says.
Walls in ‘Koala Grey’, windows in ‘Fossil’, door in ‘Intrigue’: Haymes
Rennie says some of Haymes’ latest releases carry the names of employees’ family members, including ‘Charlotte’, ‘Dave’s Train’ and ‘Tom’s Run’. “The company has been in the family for four generations, so this connection has inspired some of our names and helps identify our brand,” she says.
Walls in ‘Koala Grey’, windows in ‘Fossil’, door in ‘Intrigue’: Haymes
How are colour trends identified?
McCorkell says that extensive research, and data from architects and interior designers – including Taubmans’ Creative Director and Brand Ambassador Shaynna Blayze – keeps them current on trend directions.
‘Thunderbird’, Taubmans 2016 Colour of the Year, is a cool stormy grey that reflects a move away from warm greys and fits well with the ongoing popularity of the Scandinavian design aesthetic. European trends, such as a growing interest in browns, and Dulux’s moody 2016 Infinite Worlds palette, are set to influence Australian interiors.
Although Australians – and Australian paint companies – respond to global design influences, Rennie says trends also occur on a smaller scale. “Each state has differing colour preferences,” she says. “Climate and light can affect people’s response to colour.”
Walls in Infinite Worlds range: Dulux
McCorkell says that extensive research, and data from architects and interior designers – including Taubmans’ Creative Director and Brand Ambassador Shaynna Blayze – keeps them current on trend directions.
‘Thunderbird’, Taubmans 2016 Colour of the Year, is a cool stormy grey that reflects a move away from warm greys and fits well with the ongoing popularity of the Scandinavian design aesthetic. European trends, such as a growing interest in browns, and Dulux’s moody 2016 Infinite Worlds palette, are set to influence Australian interiors.
Although Australians – and Australian paint companies – respond to global design influences, Rennie says trends also occur on a smaller scale. “Each state has differing colour preferences,” she says. “Climate and light can affect people’s response to colour.”
Walls in Infinite Worlds range: Dulux
What makes a successful colour name?
Some names, although intriguing, dramatic, risque or comical, say little about the colour. Stevenson says she tries to use a name that evokes an image or colour in the mind of the customer and one that sounds good, for example, ‘Old Stone Wall’ and ‘Dusty Mule’. McCorkell refers to the success of colour names that say exactly what they imply, as illustrated by the high sales of ‘Crisp White’.
Walls in ‘News Print’: Taubmans
Some names, although intriguing, dramatic, risque or comical, say little about the colour. Stevenson says she tries to use a name that evokes an image or colour in the mind of the customer and one that sounds good, for example, ‘Old Stone Wall’ and ‘Dusty Mule’. McCorkell refers to the success of colour names that say exactly what they imply, as illustrated by the high sales of ‘Crisp White’.
Walls in ‘News Print’: Taubmans
How influential is a name in colour selection?
“Names most definitely have a huge influence on a colour’s popularity,” says Stevenson. “About twenty years ago, we created the most perfect hot pink and named it ‘Priscilla’. We’ve sold thousands of litres of it. Had it been named something else, I’m sure it wouldn’t have been as loved as it was.”
Walls in ‘Terrace White’ and ‘Powdered Gum’: Dulux
“Names most definitely have a huge influence on a colour’s popularity,” says Stevenson. “About twenty years ago, we created the most perfect hot pink and named it ‘Priscilla’. We’ve sold thousands of litres of it. Had it been named something else, I’m sure it wouldn’t have been as loved as it was.”
Walls in ‘Terrace White’ and ‘Powdered Gum’: Dulux
Rennie believes that some colour names can be more polarising than others, if they’re too dramatic or descriptive. “For example, if a name refers to a fruit or vegetable with a negative connotation to a buyer, then they’ll often choose another, but mostly, if they want the colour, the name is secondary.”
For Lucena-Orr, paint names are definitely a powerful tool to get consumers to look at a swatch of colours, but generally it is the actual colour that the selection is based on.
Walls in ‘Baltica’ and ‘Purri Sticks’: Dulux
For Lucena-Orr, paint names are definitely a powerful tool to get consumers to look at a swatch of colours, but generally it is the actual colour that the selection is based on.
Walls in ‘Baltica’ and ‘Purri Sticks’: Dulux
Many colour names speak straight to our tastebuds. In the case of kitchens and dining rooms, if the choice came down to two similar colours, it would be hard to resist picking an appetising-sounding name over a less suggestive one. Names like ‘Raspberry Sorbet’, ‘Caramel Ice’, ‘Cherry Bon Bon’, ‘Watermelon Margarita’, ‘Coconut Milk’, ‘Steamed Dumplings’, ‘Iced Vovo’ and ‘Glazed Sugar’ could sway a decision away from a comparable colour with a less luscious name.
A fun name can add to the experience and memories of painting, according to McCorkell. “Changing a colour name is rarely done at Taubmans, but when we have done it, usually to make it more contemporary, there is some suggestion that sales have increased,” he says. “In the end, the colour itself will drive selection.”
Exterior walls in ‘Gibraltar Grey’: Taubmans
Exterior walls in ‘Gibraltar Grey’: Taubmans
What colours have been best-sellers?
For the past decade or so, whites and neutrals have topped the best-seller list. Lucena-Orr mentions ‘Hog Bristle’ as one of Dulux’s popular choices. “It’s a versatile earthy neutral, but it’s interesting that people easily remember its name, maybe because it’s unusual.” McCorkell agrees that whites and neutrals are firm favourites: “‘Crisp White’ and ‘Pebble Bay’ (launched in 1995) have been – and still are – our most popular colours.”
For the past decade or so, whites and neutrals have topped the best-seller list. Lucena-Orr mentions ‘Hog Bristle’ as one of Dulux’s popular choices. “It’s a versatile earthy neutral, but it’s interesting that people easily remember its name, maybe because it’s unusual.” McCorkell agrees that whites and neutrals are firm favourites: “‘Crisp White’ and ‘Pebble Bay’ (launched in 1995) have been – and still are – our most popular colours.”
Rennie says Haymes’ colour of the decade is a versatile warm white, ‘Minimalist 1’, and Stevenson singles out neutrals such as ‘Old Stone Wall’, ‘Dusty Mule’, ‘Elegance’ and ‘Country Road’ as being high up on Porter’s popular list.
Walls in ‘Balance’, trims in ‘Marble Mist‘: Haymes
Walls in ‘Balance’, trims in ‘Marble Mist‘: Haymes
How important is a quirky or weird name?
McCorkell tries not to make names too quirky, as he says it’s confusing for buyers trying to work out what colour the name represents. “But ‘Spanky’ got a few laughs, as did ‘Sleepy Bo Bo’!” Lucena-Orr recalls some of the quirkiest and fun names in the Dulux range: ‘Ragin’ Cajun’, ‘Shepherd’s Warning’, ‘Melon Baby’, ‘Hot Lips’, ‘Japanese Poet’ and ‘Sea Elephant’.
Stevenson says she doesn’t usually go for quirky or outrageous names, as they can actually put people off a colour. “We don’t want them embarrassed to ask for it or squirm when asked what colour is on their walls!”
McCorkell tries not to make names too quirky, as he says it’s confusing for buyers trying to work out what colour the name represents. “But ‘Spanky’ got a few laughs, as did ‘Sleepy Bo Bo’!” Lucena-Orr recalls some of the quirkiest and fun names in the Dulux range: ‘Ragin’ Cajun’, ‘Shepherd’s Warning’, ‘Melon Baby’, ‘Hot Lips’, ‘Japanese Poet’ and ‘Sea Elephant’.
Stevenson says she doesn’t usually go for quirky or outrageous names, as they can actually put people off a colour. “We don’t want them embarrassed to ask for it or squirm when asked what colour is on their walls!”
A fishy story
A paint colour name that has gained notoriety – and popularity – is UK company Farrow & Ball’s ‘Dead Salmon’. The rather yucky name is not just attention-getting behaviour from Farrow & Ball, but a reference to a colour used in 1805 to paint the library in an English country manor.
Over 200 years ago, ‘dead’ was used to describe the finish and approximated a present-day flat or matt look. The actual colour is an inoffensive pinky-brown.
TELL US
Has your paint choice been influenced by its name? Do you have a favourite paint name you’d like to share with us? Let us know in the Comments section.
MORE
Brush Up on Paint: Know Your Matts From Your Glosses
How to Stop Procrastinating on Paint Colours
10 Rules for Your Next Painting Project
A paint colour name that has gained notoriety – and popularity – is UK company Farrow & Ball’s ‘Dead Salmon’. The rather yucky name is not just attention-getting behaviour from Farrow & Ball, but a reference to a colour used in 1805 to paint the library in an English country manor.
Over 200 years ago, ‘dead’ was used to describe the finish and approximated a present-day flat or matt look. The actual colour is an inoffensive pinky-brown.
TELL US
Has your paint choice been influenced by its name? Do you have a favourite paint name you’d like to share with us? Let us know in the Comments section.
MORE
Brush Up on Paint: Know Your Matts From Your Glosses
How to Stop Procrastinating on Paint Colours
10 Rules for Your Next Painting Project