What's in a paint name? Sales

An article in the New York Times examines the names paint companies give to colors, including Sherwin-Williams' "Synergy" to Ace Paint's "Hey There!"

In the article, Lyne Castonguay, Home Depot's VP paint, said it's important for neutral colors and color combos to have names that make emotional connections with consumers. Home Depot's Behr Collection colors include such names as "Rejuvenate" and "Cozy Cottage."

A Valspar color trend expert quoted in the article said paint color names are increasingly disconnected from actual colors, and more connected to a lifestyle theme. For instance, Valspar has a color called "Weekend in the Country."

Mythic Paint's color palette, created by designer David Bromstad, includes names such as "You are my sunshine" and "Fair dusty," as well as "nailed" and "stoned."

"People will buy a color just based on the name," Bromstad told Home Channel News in an HCN TV episode filmed at the time of the launch of the new color palette. 

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