Why do you think paint names allow you to conjure up images of calm green forest retreats, a melting strawberry sorbet on a blistering Summer’s day or the stillness of a cool aqua ocean? While perusing paint samples, would you feel inspired in the same way if samples were called slimy gum blue, disguised yellow, paper packaging beige, fax ink black, or begrimed pink?
Paint companies are very clever and know that paint names are powerful… they have the ability to evoke images and moods in customers and they would even ruthlessly go straight for the taste buds!
Although naming paint to inspire a mood seems like a simple process, it can be painstakingly slow. Usually, the paint colour is developed first and the name is picked from a large database. Of course, they have to be extra careful that the name they choose has never been used by a competitor, as this could create confusion with the consumer. On top of that, once a particular colour has been named, it can only be associated with that unique shade. Even after it’s been discontinued, the “recipe” and name needs to be reserved, just in case a historical house painted in that colour burns down and needs to be reapplied.
Paint namers draw inspiration from global events, the media (what’s Kim Kardashian wearing these days?!) science or fashion influences, before entering paint names into the database. Some paint companies choose names that would fit a particular nation, like Australia. They would refer to the colour of the landscape (“Red Earth”), street names, famous landmarks, textures (“Hog Bristle”) or botanicals (“Green Bark”) of that country. The same is to be said of paint companies based in England – paint names could be influenced by the weather, having more referrals to the fading light, the misty landscapes and drizzle.
Paint names can be funny, dramatic or intriguing, so it could easily stick in a client’s mind (I’m not sure what Dulux thought when they named a colour “Remote Control”, as it only evokes verbal fights and tantrums in my house..) In most cases, the paint name has the most influence on the popularity of the colour. Farrow & Ball wins the quirky name battle with names such as Dead Salmon, Elephant Breath and Arsenic, being amongst the most outrageous.
Care needs to be taken before trying out names that would go for the tastebuds. The colour of Broccoli might make an awesome feature wall this season, but putting the name to the colour, could be quite off putting for most customers. “Jungle Book Green” or connotations to velvet would fare much better and avoid bringing back memories of being force fed. Being a bit of a pushover, getting me to buy a paint colour would be as easy as putting the word chocolate, marguerita or sorbet into the name 🙂
To test your paint name knowledge, I’ve put together a quiz to see who’s done their homework in the paint isle.
Put the number next to the matching paint name:
Hindsight, Shepherds Warning, Birthday King, Self Destruct, Crazy and Fun and Games
The answers will be in our weekly newsletter this Friday. Click here to subscribe.
Cheerio ’til next time!