GLIDDEN Consumers Help Create Newest Palette
GLIDDEN paint, a product of PPG Industries announces that the brand revealed its new palette at The Home Depot locations across the nation. The brand optimized the palette based on consumer preferences and behaviors, as well as trending colors to give DIYers the best hues for their painting projects.
"We found in our research that while consumers are generally confident about what color family they want, most experience a great deal of difficulty in selecting the exact shade to put on the wall," says Rob Horton, PPG director of marketing, architectural coatings. "The new color palette for Glidden paint was thoroughly researched to make color selection less daunting and to help consumers clearly visualize how each color will work in their homes."
To arrive at the 488-color palette, the Glidden paint color team extensively researched what customers really want and how they process color. They sorted through tint sales data, reviewed website traffic, and studied color sample movement throughout the United States, Canada and Puerto Rico to assess customers' purchasing habits. For example, the team found that the neutral color family accounted for 60 percent of Glidden paint sales and so ensured that it had a starring role in the new color palette.
The Glidden color team also scoured social media web sites such as Pinterest, home and decorating publications such as House Beautiful, Elle Decor and Veranda, and catalogs from retailers such as Crate & Barrel, IKEA, and J.Crew to get a sense of trending styles and the different ways people are incorporating color into their homes. They created an inspiration board for eight featured color families and filled them with magazine and catalog clippings that helped evolve and shape the new color palette. As these inspiration boards are a reflection of the Glidden paint customer, the color team was able to make direct connections to how customers actually use color in their lives.
"We found in our research that while consumers are generally confident about what color family they want, most experience a great deal of difficulty in selecting the exact shade to put on the wall," says Rob Horton, PPG director of marketing, architectural coatings. "The new color palette for Glidden paint was thoroughly researched to make color selection less daunting and to help consumers clearly visualize how each color will work in their homes."
To arrive at the 488-color palette, the Glidden paint color team extensively researched what customers really want and how they process color. They sorted through tint sales data, reviewed website traffic, and studied color sample movement throughout the United States, Canada and Puerto Rico to assess customers' purchasing habits. For example, the team found that the neutral color family accounted for 60 percent of Glidden paint sales and so ensured that it had a starring role in the new color palette.
The Glidden color team also scoured social media web sites such as Pinterest, home and decorating publications such as House Beautiful, Elle Decor and Veranda, and catalogs from retailers such as Crate & Barrel, IKEA, and J.Crew to get a sense of trending styles and the different ways people are incorporating color into their homes. They created an inspiration board for eight featured color families and filled them with magazine and catalog clippings that helped evolve and shape the new color palette. As these inspiration boards are a reflection of the Glidden paint customer, the color team was able to make direct connections to how customers actually use color in their lives.