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The pandemiccolor connection How working from home is influencing color
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s we’ve all come to realize, there are very few aspects of our lives that haven’t been affected by COVID-19. And one’s preference for particular paint colors is no exception. According to PPG Paints Senior Color Marketing Manager Dee Schlotter, “Even prior to the pandemic, our research found that consumers were dealing with a lot of feelings of uncertainty and anxiety. When it came to color choices, people were craving tones and hues that instilled a sense of comfort and security. Then COVID-19 came along and those feelings weren’t just reinforced. They were compounded.”
Finding comfort in color Sara McLean, color marketing manager at Dunn-Edwards Paints, shares Schlotter’s perspective. “The pandemic is something so big and so unknown to all of us … it makes sense that people are drawn to colors that feel familiar, and offer a bit of comfort and a sense of optimism. The warming of colors we saw starting to take place last year has really accelerated during the crisis. Earthy pinks, yellows and peaches are stepping forward while cooler whites and grays are just starting to fall out of favor.” Both McLean and Schlotter foresee consumers looking for more nature-driven hues. Schlotter says, “People are rediscovering how restorative nature can be and they’re looking for ways to improve their physical and mental well-being. Colors like sage green, soft beige or wheat, and even clear blues that mimic nature can help create a bit of that desired Zen.” McLean thinks the shift to more nature-based hues also reflects a change in consumer values. “A year or so ago, it was all about luxury—what you had and how much of it. But after a few months of living at home with limited access to resources, people have come to value living with less and really appreciate certain aspects of sustainability and the way simply being in or surrounded by elements of nature can be enough. Their color preferences are starting to reflect that.”
Scaling back and toning down, inside and out While the recent volume of interior work has slowed for Cameron Loughlin, who owns Mountain Skyline Painting in Denver, CO, he has seen an uptick in the call for accent walls. “Most often, people are looking for a slightly bolder color for accent walls, but nothing dramatic like in years past. Honestly, customers are on edge and just aren’t taking the risks they did a year ago.” Another place Loughlin has noted a shift in customer color preferences is exteriors. “Last year, people were looking for three or even four colors for exteriors, sometimes with a bright pop on the front door. Now they’re paring back to two colors, and even those are what I’d call ‘safer’ color choices. Plus, the concern is really more about the condition of the house. People are looking to seal things up to prevent rot and just make sure the home is sound. Money that previously might have gone to appearance issues is being used to make sure the structure’s sound.” There’s still room for joy While McLean feels that comforting, earthy colors are going to rule consumer preference for the time being, she also feels there’s room for a bit of joy and whimsy. “In addition to being our office and gym, our home is now our playground. That is the place where you find joy and happiness. While you don’t want to go overboard, you shouldn’t fear hyperpigmented hues like cobalt. They can bring a bit of vibrancy to a home. I think that’s something we can all use during this anxiety-ridden time.”
Courtesy of Behr: Natural Almond PPU4-12
“ People are rediscovering how restorative nature can be and they’re looking for ways to improve their physical and mental well-being.” —DEE SCHLOTTER, PPG PAINTS
Sep/Oct 2020 | inPAINT
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