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Craftsman campaign seeks hapless DIYer

Tool brand Craftsman is engaged in an online search for a handyman to transform from rank beginner to respected DIYer.

The online "Handyman in Training" contest employs elements of social media. Contestants’ audition videos are stored at the Craftsman YouTube channel. And Craftsman’s fans on Facebook will eventually be allowed to play along, offering advice during the actual training of handyman.

There have been about 300 applicants so far. Auditions come to an end Thursday. The event has received publicity in the mainstream media, including this New York Times article. 

Craftsman is an 84-year-old tool brand owned by Sears Holdings.

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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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Demand to rise for home organization products

U.S. demand for home storage and organization products is expected to increase 3.6% annually to $8.6 billion in 2015, according to a study released by the Freedonia Group. The Cleveland-based market research firm forecasts that gains will be supported by the introduction of decorative and specialty home organization products, as well as by the strong growth in larger, more expensive closet and garage systems.

Bins, baskets and totes accounted for the largest share of home organization product sales in 2010, with 37% of the total market.  Demand for modular units is expected to post the fastest annual gains among home organization products, rising 4.9% annually through 2015. 

Metal and wire home organization products accounted for the largest share of sales by material type, with just under one-third of the total in 2010. These products are also expected to post above-average gains through 2015, benefiting from strong growth in sales of modular units and cabinetry organization accessories. However, demand for wood- and laminate-based products is expected to post the fastest gains over the forecast period, driven by strong increases in modular units and shelving, including higher-end closet systems that resemble furniture and fine cabinetry.