CQ Publication by Asian Paints Limited

initiative

02 ISSUE

MAR 2010

ASIAN PAINTS COLOUR NEXT 2010 02 TEXTURES FOR EXTERIORS 08 THE MANY MOODS OF COLOUR 13 OVER CAPPUCCINO 16 RED ALERT 18 PRODUCT GUIDE 20 REACH US 21

OVERWHELMING. JUST LIKE COLOUR, AT TIMES. The responses and feedback that poured in from different cities across India from all of you, made our day. Thank you for the honest and insightful comments. They have provided direction and inspiration and also made us realize how powerful this interaction between Asian Paints & designers like you can be. Does a colour translate into a mood? How can colours be forecast? What are some of the interesting ways in which you can choose colour along with Asian Paints? This issue of CQ tries to answer some of these questions, while presenting you a sneak preview of what is to come in the future.

ASIAN PAINTS COLOUR MARKETING TEAM

www.asianpaints.com/cq Agree, question, validate or support. Let us know your thoughts & opinions on CQ by writing to us at

cq@asianpaints.com

Every moment of your life, the world speaks to you in true colour.The blue sky above urges you to follow your dream.

ASIAN PAINTS COLOUR NEXT 2010 02

The bright shades of a flower ask you to appreciate lifeâ&#x20AC;&#x2122;s little pleasures. If colour is a language, Asian Paints Colour Next 2010 helps you find new meaning in that language. Born out of months of research and trend mapping by Asian Paints, Colour Next presents 5 colour philosophies woven out of the drama and truth of today. These are Aura, Urbanite, Gallerie, Smart Comfort, Nature Networks, each a unique expression of the world we live in. CQ

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Colour Next — Research Process

Gallerie

Asian Paints Colour Next, the world’s first India-specific colour forecast, has, over the last 7 years, developed and fine tuned a proprietary research process to study the Indian design and décor space. It identifies the emerging directions and develops design themes and colour palettes around them. The process spread over 6 months and spanning India, involves interactions with a cross section of society, from direct consumers, to designers, to opinion leaders. During the process, experts from varied fields of design – interiors, architecture, fashion, product, art and bollywood, help put together a large set of possible design themes for the coming year. An invited panel of Style & Design leaders curates this into the most promising five themes & colour palettes for India

ARTISITC. EXPRESSIVE. TREASURED.

Home as a showcase for Art. The colours of Gallerie give atmosphere to the rooms, highlighting and playing off the artwork in the home. Whether presenting an eloquent piece of canvas or the silent message of video art or an installation piece, the home is now as sensitive to fine aesthetics as the person living in it is.

Colour Next — The latest colour trends

Nature Networks

ROYALE PLAY DUNE Glazed Plume M319

Burnt Yellowstone-N 4120

Rustic Pottery 8616

Granite 0360

The colours of Gallerie are inspired by the basic pastels, raw earth and windswept textures which often prove to be the best colours to highlight art. They are: Burnt Yellowstone, Granite, Rustic Pottery and Royale Play Dune Glazed Plume.

GREEN. SMART TECHNOLOGY. RESPONSIBLE.

There’s a green side to technology today. Machines, intelligent systems and designs are now geared to secure the future of Mother Earth. There’s a smarter, cleaner, more eco-friendly way to everything. Set against this green backdrop come the colours of Nature Networks. Allowing you to express your allegiance to the one planet we all call home.

ROYALE PLAY DUNE Silver Streak M609

Aura ESSENTIALIST. HANDPICKED.

Aura is your private island. Aura is tranquility. Aura is today’s world minus today’s worries. Aura is a slow deep breath. Aura is a book read on a Sunday afternoon. Aura is a nice conversation. Aura is lending a helping hand. Aura is you as you like it to be.

Weathered Oak 8741 Summer Yellow 7863

Deep Water 9223

Dropping Leaves 9366

Sustainable materials like steel and wood, the slightly artificial neon greens inspired by technology and the deep blue of the ocean, symbolizing the ecosystem have inspired the colour palette of Nature Networks. The colours of Nature Networks are: Dropping Leaves, Deep Water, Weathered Oak and Royale Play Dune Silver Streak. 04

Ice Cool 9251

Crystal Peak L105

Pure Colours to inspire, stimulate inner energy and create balance comprise the colours of Aura. Summer Yellow, Crystal Peak and Icy Cool.

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Smart Comfort

Colour Next — The Launch There’s a green side to technology today. Machines, intelligent systems and designs are now geared to secure the future of Mother Earth. There’s a smarter, cleaner, more ecofriendly way to everything. Set against this green backdrop come the colours of Nature Networks. Allowing you to express your allegiance to the one planet we all call home.

ESSENTIALIST. HANDPICKED. COMFORT.

The antidote to today’s packed lifestyle is the home that values space. Space for the essentials of personal comfort. Space for the fundamentals of contemporary lifestyle. Space that is free of cluttering and the unnecessary. The colours of Smart Comfort ensure that when you come back home, you also come back to the basics.

01 Cold Coffee L129

Artistic Shadow 9454

Rodeo X117

AURA Installation by Ninat Pardeshi

URBANITE Installation by Kalhan Mattoo

Colours that are at home anywhere in the world - basic skin tones, resonating red and timeless browns, define smart comfort. The colours that define this trend are Rodeo, Cold Coffee and Arctic Shadow.

Urbanite YOUNG. VIBRANT. UNEXPECTED.

Turn part of your home into your private party zone, with urbanite. These colours add energy and vibe to that perfect evening full of friends and fun. Simply add groovy music, sumptuous food and sparkling conversation for a night to remember.

ROYALE PLAY DAPPLE Blooming Blue Fabric Pink 9421 9189 Moody Maroon 4181

SMART COMFORT Installation by Asim Merchant

Iris Impact 7109

High contrast colours giving a reflective feel at night. Energetic, intense colours and flamboyant textures create drama adding to the glamour. The colours of Urbanite are Iris Impact, Blooming Blue and Royale Play Dapple (Fabric Pink+Moody Maroon). 06

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ELEGANT PROTECTION FOR WALLS FROM ASIAN PAINTS With design in India going global, the cosmopolitan look is here to stay. Marching in step with this trend is the Apex Duracast range—the latest addition to the Asian Paints ‘exterior finishes’. As one designer quips—“Finally, an exterior finish that tastefully and stylishly provides special effects for every project.” Asian Paints adds a whole-new dimension to the concept of décor for exterior walls. Consisting of four interesting styles— RoughTex, SwirlTex, DholpurTex and FineTex, this excellent product is technologically equipped to provide superior protection, even as it redefines the aesthetics of exterior finishes. And little wonder too—after all, Asian Paints is an established path breaker and standard setter when it comes to paint! The result of intense research and development efforts, this acrylic-based range is water repellent and resists algal and fungal growth. Excellent UV resistance, surface adhesion and the superior ability to cover surface irregularities and hairline cracks also make this range an excellent choice for both residential and office spaces.

APEX DURACAST FINETEX Texture: Ripples Top Coat: Apex Ultime Orange Silk 7999

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APEX DURACAST FINETEX Pattern: Honeycomb Top Coat: Apex Ultima Orange Vision X110

APEX DURACAST FINETEX Pattern: Spring Time Top Coat: Apex Ultima Metallics Ocean Glitter M109

APEX DURACAST FINETEX Pattern: Ripples Top Coat: Apex Ultima Palace Lights-N ON17

APEX DURACAST FINETEX Pattern: Tropical Top Coat: Apex Ultima Metallics Savannah Gold M210

APEX DURACAST ROUGHTEX Top Coat: Apex Ultima Metallics Silver Thundercloud M607

APEX DURACAST SWIRLTEX Top Coat: Apex Ultima Nut Brown-N 0419

The Apex Duracast RoughTex is a high-quality exterior durable acrylic modified resin finish that has been specially designed to serve as an intermediate coating. The unique textured pattern, while being aesthetically pleasing, is also exceptionally tough and can be applied straight on a variety of exterior and interior wall surfaces. It is relatively maintenance-free and a recoat of Apex or Apex Ultima brings back the newness of the finish. The Apex Duracast SwirlTex is also designed to serve as an intermediate coating. A synthetic intermediate finish designed with durable acrylic modified resin and special-quality quartz, this rugged texture offers superior protection and makes for an excellent decorative plaster.

ROYALE DHOLPURTEX Top Coat: Apex Ultima Metallics Lilac Glitter M705

The Royal DholpurTex is a high-quality acrylic textured finish, that imparts a super premium look to the walls, lending a touch of classic timelessness. It is relatively low-maintenance and, like RoughTex, a recoat of Apex or Apex Ultima brings out the newness of the finish.

The artistic FineTex textures are 100% acrylic and water based. Also an intermediate coating, this unique finish is available in a readyto-apply form, and can be applied simply with a roller to give a range of fine, medium and bold textures. The FineTex range offers four innovative patternsâ&#x20AC;&#x201D;Ripples, Tropical, Spring Time and Honeycomb. Drawing inspiration from the soothing sight of a waterfall, the Ripples pattern is perfect for a look of calm sophistication, while the bold Tropical pattern with its topsy-turvy design adds a tantalizing touch of the wild to urbane spaces. For evoking images of scenic splendour, the Spring Time pattern is a natural choice while the Honeycomb pattern creates a tasteful ambience. All paints in the Apex Duracast range are available through the Asian Paints Project Sales and come with a Standard System Warranty. For more info, visit www.asianpaints.com/products/duracast/textures.aspx

APEX DURACAST FINETEX Texture: Springtime Top Coat: Apex Ultima Brick Red-N 0533

APEX DURACAST FINETEX Texture: Ripples Top Coat: Royale Olive Oil 7846

FARM FRESH

THE MANY MOODS OF COLOUR PART 01 by Leatrice Eiseman

Mood…it’s such an interesting word. You have silly moods or quite moods; you can be “in the mood” or not at all. You listen to music with plaintive lyrics about moody blues and indigo, and, on your worst days, you’re in a foul mood. The American Heritage Dictionary defines mood as a general impression produced by a predominant quality or characteristic: “an air, tone, atmosphere, aura…a feeling.” And feelings are described as “the effective state of consciousness resulting from emotions, sentiments or desires.”

Colour, or the lack of it, is the vital conveyor of colour moods and catalyst to creating interior moods. From the moment you enter a space you are inundated with the sense of the colours surrounding you. It is the first thing you notice when you enter and the final message that you take away when you leave.

Atmosphere is another key word that expresses mood, and it too conveys a dominant emotional effect or appeal. The French have yet another charming word for mood (they usually do): ambiance. It is also associated with the feelings that our personal atmosphere engenders.

Colour is such a powerful presence in your life, the more you learn about it, the more you’ll be able to use it to enhance your own sense of comfort and well-being.

LEATRICE EISEMAN Eiseman is an internationally renowned color specialist who has been aptly called “America’s color guru. Today, her color expertise is recognized worldwide. She heads the Eiseman Center for Color Information and Training and is the author of six books on colour, including ‘Colors For Your Every Mood’. In this series of two articles, she brings the mood colour association and even suggests colour palette for these moods.

To make your decorating decisions easier, I’ve defined seven Colour Moods

Seven Personal Colour Moods

WHIMSICAL TRANQUIL NURTURING DYNAMIC CONTEMPLATIVE ROMANTIC SENSUOUS

PALETTE 1

There are three energetic, active moods: Whimsical, Dynamic, and Sensuous. The other four, Tranquil, Nurturing, Contemplative and Romantic are quiet, soft restful, moods: because most of us want our homes to be places of peace and calm. But each of these seven Colour Moods expresses an entirely different feeling. As you read through the descriptions of each one, think of your client and the people who live in the house. Does one Colour Mood pop out at you? Most likely there are two or even three moods that strike your fancy, different ones that would be appropriate for different rooms. That’s fine. All the moods are meant to stimulate your own thoughts about colour and colour combinations. They are not rigid choices, just tried-and-true guidelines for what goes with what.

Shade Name XXXX

PALETTE 2

Shade Name XXXX

Whimsical Whimsical is the fun-loving, free-spirited, joyful set of colour combinations, including the primary colours (red, yellow and blue) and secondary colours (orange, green and purple) with lots of brights and contrast between colours. If you want your room to feel lighthearted, playful, capricious, and alive, or you are young at heart, no matter what your age, then these paint-box and candy colours will make you and yours feel happier than any other. These are the animated colour moods that are found where joy prevails—in theme parks, children’s toys, animated cartoons, and primitive art. The dominant colours are bright hues in all the colour families—warm reds, cheery oranges, smiling yellows, electric blues, hot purples, and gumdrop greens. These exuberant combinations are great fun in children’s rooms, family rooms and kitchens where the entire family or friends you are entertaining gather to cook, but they can be used in any room where you want the spirit of pleasure and activity to come alive.

PALETTE 1

Shade Name XXXX

PALETTE 2

Shade Name XXXX

Tranquil On a visit to the museum, do you instantly gravitate to seascapes? Do you long to live near the ocean or the sea? Could you gaze at breaking waves forever? If you want a Tranquil room that evokes the sound and sight of a babbling brook or languidly drifting in a canoe on the lake, sky and water colours are for you. This will be the kind of room that brings you instant solace. Connected in the mind’s eye to the sky and sea, this is the serene, restful, soothing, peaceful, and quiet mood dominated by the cool, clear, light-to-midtone shades of clear greens, misty aquas, soft blues, cool mauves, pristine whites, and vaporous grays. Inspired by what the French call “l’heure bleu”—twilight, when all the world seems to be winding down—an even more quiescent mood is encouraged by the use of dusky blues, blue-greens, and shaded lavenders. These dominantly cool tones work best if you want to create a quiet place of respite and relaxation, especially in the bedroom. They also invoke a “spa” feeling in the bathroom, creating a place to literally cleanse the soul as well as the body.

PALETTE 1

Shade Name XXXX

PALETTE 2

Shade Name XXXX

Nurturing Nurturing colours are snuggly baby blanket colours that take us back to the tender loving care of infancy when all of our needs were tended to and we hadn’t a care in the world. They are the fragile, soft, caring, tender tints that make us feel safe, snug and loved—pastels and softest yellows, peach, pink, and aqua—perfect for a cozy place that’s made for cuddling. Although typically used in the nursery, these colour combinations that call forth delicacy and innocence can be used in any room where we long for an escape from the overanxious grown-up world, particularly in bedrooms and baths. These are approachable, tactile colours that make us want to reach out and touch them. They are so imbued with nurturing feelings that they can instantly transform rough textures like stucco or sturdier wood finishes into a softer look. The Nurturing mood may seem somewhat similar to the Tranquil environment, but this group of colour combinations is lighter, more delicate, and predominantly warm; Tranquil is predominantly cool. The dominant colours are variations of pale pastels: for example, the lightest warm yellows, peaches, roses, melons, and creams balanced by touches of pastel blues, subtle greens, lavender tints, barely gray, and tinted whites.

Shade Name XXXX

COLOUR TREND FORECASTING Sub-headline will come here Sub-headline will come here

Amit Syngle dilutions or modifications suitable for mass production. Fashion industry generally exporting to developed fashion markets follow trends regularily whereas the Indian domestic fashion market does not have any specific trend forecast nor has any organized system of trend forecast.

Nien Siao HOD of Fashion Design, Pearl Academy of Fashion, New Delhi

CQ: How does forecasting work in the fashion industry? How are the various forecasts used by different user groups? Who uses them the most? NIEN: Trend forecast by various forecast agencies give direction for colours, fabrics, fibers/yarns (especially for knits), silhoutes as stylying for men’s wear, women’s wear, kids, etc. and finishes and ornamentation. These directions are indicated for fashion to be produced for specific seasons such as spring/summer or autumn/winter. Usually a trend is forecasted two years in advance for colours and fabrics and a year in advance for garments. Similarily trends also predicted for home textiles and interior products. The forecast generally covers the whole range of consumer groups including the range of demographics, psychographics and social groups. The forecast would pick up trends generally by studying indications or directions from hi-end designers, events, economic trends, social happenings and technological innovations. These are then interpreted for a pret or ready-to-wear market with some

CQ: What motivates a designer to follow or adopt a trend? Would he/she rather stick to their personal take on what will be in fashion? NIEN: Hi-end designers work on design ideas of concepts much ahead of the general market. These are presented at fashion weeks held for sping/summer and autumn/winter. Trend directions are discerned from these shows by studying and analysing a common influence seen amongst all the collections. Forecast agencies then detail out these interpretations and further presented in an understandable format for the industry. Hence designers normally would set a trend while those working for readyto-wear market would refer to these trends forecast publications for further developments and contextualise it for their brand image. It is important that the designers show awareness of the trends and adopt it in their collections every season. However, it is not a mandatory rule for every brand to follow all trends specifications. Based on the product line, brand image and looks of a fashion brand some of these trends may have to be tweaked or avoided completely.

Vice President Sales & Marketing, Asian Paints

CQ: What has been the thought behind Colour Next forecasts? AMIT: Colour Trends has been big area if we take fashion, textiles or cosmetics. Colour and decor was one of the aspects, which was unexplored as far as the Indian environement was concerned and given the Asian Paints orientation towards home and decor we thought it is an interesting area to invest in. Also as far as in general ‘Colour’ trends were concerned they were inspired from Global palettes. Given the emergence of the new India and its impact on global trends it made sense to study colour trends from an Indian perspective. This thought stimulated the basic concept of Colour Next and we started this initiative in 2003. Over the years we have finetuned the process into an output which is comprehensive ,well reasearched and quite helpful to the decor community.

Genevieve Vice President Sales & Marketing, Asian Paints

CQ: How are colour forecasts important for design companies? How does one reconcile the differences between individual style & collective forecasts? GENEVIEVE: Mega trend reports reveal global lifestyle trends of the consumers. The colour, shape, material directions that translate the trends into the sensorial universe provide general directions for the lifestyle industries (from cosmetics to electronics) and for different countries. In that respect they are used by designers as — a validation of their own research

CQ: How has the process evolved over the years?

— a basis to start and to stimulate their reflection

AMIT: The process when it got started was based on certain hypothesis and theories. Over a period of time some of these have got proven and established . Today the research pans across various geographies in India, involves entities like the sociologists, style leaders and design champions. There is thoughness in terms of trend spotting within India and abroad along with a lot of space walkthroughs and collaborative workshops with colour experts. The research process has also got quite rich over a period of time and we have been able to find mature research partners and colour experts to guide us in making the Colour Next output exciting and very relevant to the decor community.

CQ: Can you think of any good examples of design companies/groups that used a trend forecast to develop successful ideas/projects? GENEVIEVE: When designers need more specific directions for their products/ brand/geography for direct applications, we provide exclusive extensions of the mega trend report.

Test colours with samplers As an architect or interior designer, you’d know only too well that paint, when applied on the wall, may not have quite the same effect as visualized. All too often, natural lighting conditions, ambience and the substrate preparation can play an important role in how a particular colour looks on actual substrate. While the right colour in the right room can work magic by complementing or offsetting the décor, the reverse too is unfortunately true! Which is why, you’ll truly appreciate the convenience offered by Asian Paints Samplers. These 200 ml pots allow you to apply a test patch of the short listed or selected shades on a wall at your site and find the right colour for the project. Available at select Asian Paints Colour World outlets, samplers come in a wide range of shades in the Royale Interior Emulsion and Apex Exterior Emulsion ranges. Go ahead and play!

Colour Visualiser

BEDROOM

GREEN

BLUE

VIOLET

ORANGE

RED

INDIGO

Vastu Book Colour inspirations for home was the main aim to design this book. We were looking out for inspirations that excites consumers the most. Need for positivity inside home is desired by everyone. We realized that Vastu was such one concept that attracted indian consumers attention. This relationship between colours & vastu was much needed to highlight in a simple format for a common consumer. According to Vastu Shastra, colours have a significant influence on our minds and bodies. Colours that are in harmony with planets and directions can help enhance a positive energy flow through the home. Asian Paints presents Colour Shastra, featuring colour combinations that are inspired by Vastu.

Asian Paints has released the latest version of the Colour Visualizer software. While the concept of visualising softwares is not new, this new version is packed with features to make it easier & more intuitive to use. With this application, you can use preloaded images from an exhaustive library or import your own images as a starting point to select colour combinations. Images pre-layered in other applications like Adobe can also be uploaded into the application, saving you the effort of re-layering. In case they are not layered, it is extremely simple to select & isolate a surface on which you want to apply a colour. One interesting feature is the ability to adjust the intensity of shadows in the picture to gain more control over the colour output. The shadow retention and shade fidelity features also help you get the exact colour you want. Since the colours have been defined in the sRGB space, they are relatively accurate across all Windows platforms. However, please note that a colour calibrated monitor will ensure the right colour reproduction every time. Edited images can be saved as JPEGs and handed over or emailed to your clients. To get a free copy of the software, please write to us with your details, at cq@ asianpaints.com

OPEN RANGE ASIAN PAINTS EXTERIOR PAINT PRODUCT RANGE

FINISH

APEX ULTIMA

APEX

RICH SHEEN

SOFT SHEEN

ACE

MATT

DUST PICK UP RESITANCE AND SELF CLEANIING PROPERTY

PERFORMANCE WARRANTY (IN YEARS)

ANTI FADING, ANTI FLAKING PROPERTY

RESISTANCE TO EXTREME CLIMATE

VISITING CARDS

DURABILTY

ANTI ALGAL RESISTANCE

COST RANGE

OVERALL RATING

ASIAN PAINTS DURACAST PAINT PRODUCT RANGE: RoughtTex, SwirlTex, FineTex, DholpurTex KEY FEATURES AND BENEFITS: Distinctive textured Low maintenance Increases life of plaster Hides surface undulations and fine surface cracks UV resistance and excellent adhesion Excellent durabilty Excellent resistance to algal and fungal growth

NOTE More than 1000 shades are available in the topcoats. TOPCOATS are recommended on these substrates: All types of exterior cement plasters, exterior ceilings, asbestos sheets, concrete etc. MIDCOATS are recommended on these substrates: All types of interior and exterior sand faced plasters, concrete, brick work etc.

MARCO POLO Marco Polo is probably one of the most famous explorers to have lived on earth. Our Marco Polo is also driven by the same spirit of adventure and exploration, but only in the world of colours and paints. From the next issue of CQ, Marco will answer any question related to colours, paints and Asian Paints services.

VISITING CARDS BACK

What is more, the best question (in his eyes) will win an Asian Paints Colour Spectra, featuring the entire range of 1800 colours! So ask away, cq@asianpaints.com or write to us through the feedback form. Please do not forget to mention your name, contact details, firm name and mailing address.

REACH US Let us know what you felt about this issue of CQ. What would you like to see featured? Have something interesting to share? Write to us: cq@asianpaints.com The Asian Paints Helpline for queries on products/colour tools/services: 1800-209-5678 The Asian Paints painting service: Contact us at 1800-209-5678. (Service available in Delhi, Bangalore, Calcutta, Mumbai, Hyderabad, Pune, Chennai, Coimbatore, Cochin, Baroda, Ahmedabad, Jaipur, Chandigarh) Contact our institutional sales team for any large paint requirements: North: Umesh Kain, Area Manager – Project Sales at Mob: 09810174670 East: Aaditya Pratap Singh, Area Manager – Project Sales at Mob: 0905129912 West: Gopalakrishnan G, Regional Manager – Project Sales at Mob: 09769622366 South: Gaurav Sarda, Area Manager – Project Sales at Mob: 09739900110 To know more about Leatrice Eiseman’s book Colors for your every mood visit http://www.colorexpert.com/ You can reach her at leiseman@colorexpert.com

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PHOTO CREDITS Cover Shot by Back Cover Shote by

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AURA, A THEME FROM COLOUR NEXT 2010

â&#x20AC;&#x2DC;No part of this material may be reproduced or copied in any form or by any means (graphics, electronic or mechanical, including photocopying, recording, taping or information storage retrieval system) or reproduced in any disc, tape, perforated media or other information storage device etc. Without the written permission of Asian Paints Ltd. All rights reserved. Copyright Asian Paints Ltd. All disputes are subject to Mumbai Jurisdiction only.â&#x20AC;&#x2122; *All Asian Paints products do not contain any added Lead, Mercury, Arsenic and Chromium from April 2008