PAINTING & DECORATING SPLASH OF COLOUR
Will McGill caught up with Crown Paints to find out more about its new colours for 2024 and the thoughts behind them.
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here were four distinct themes throughout paint manufacturer Crown’s Colour Insights showcase, which was held in Shoreditch London. Community, Solutions, Pivot and Escape, is Crown’s way to group its new colours together in an informative and presentable way.
Jemma Saunders, colour consultant at Crown, explains that the way Crown selects its colours is through a vigorous and extensive process which takes place at Material Source Studio, in Manchester.
She says: “What we are looking for when these themes emerge is the backstory, this is to ensure our selection isn’t a superficial choice. This is key.
“We call it Future Forecasting and it involves us collecting information from various sources, such as; from the design world, our own best- selling colours and we even look at new car colour trends, this helps us to spot trends and it helps inform our decisions.”
Saunders explains that what Crown is seeing now is the decrease in popularity in greys, which a shift towards warmer neutrals, such as One of a Kind and tans like Saddle Stitch - its Midnight Navy has also proven to be popular. She adds: “Statement colours have become more popular because people have shifted towards more organic materials and finishes, we think this is because of the impact sustainability has had, and continues to have, on the planet.”
Trade brand manager at Crown, Callum Spavins, says: “Designing for well being is
so anyone can bring in the colour they want, this might be a piece of wallpaper or curtain that they like the colour of.
often at the forefront, as it should be, but it is also important to think about designing for joy - creating colourful spaces that evoke a sense of wonder is essential.
“I think this is particularly apparent when we are looking at people’s homes and domestic settings, where people are getting braver in their colour selections.” Spavins highlights that through tinting builders’ merchants can offer their customers around 22,000 colours across Crown’s brands, tinting machines are available through Crown and they welcome merchants to reach out to them for more details.
He continues: “We can also colour match as well, so if a merchant has one of our tinting machines in store, it has a colour scanner on it
“They can use the machine to match that exact colour and then we can save it in our system so they can then return to the store without the need to bring the desired colour back into the store.”
He continues by adding that it also offers merchants a device which can be used on a construction site to colour match.
The naming process
Crown names its paints by taking inspirational from what it envisions the paint to be used on and for but it also uses inspiration from outside sources.
“Someone in our team is a big fan of George Michael and some of our colours are named after some of his songs - for example One of a Kind,” Saunders says. “It also depends on the theme of the colours; our crafted range has paint names such as, Soft Scribbles and Drawing Board.” BMJ
Saunders’ top five colours that she would stock if she were to run a builder’s merchant
• Soft Scribbles: which is described as being versatile, good warm light neural grey, acts as a backdrop for colour and will work will all the others. • Sow Good: a soft green, popular colour, perfect for inside and outside. • Runaway: restful colour, it has depth, great for colour popping accessories. • Ceramic Kiln: Rich burnt orange, adds vibrancy and warmth into a space. • One of a Kind: Organic shade, a warming neutral that we are seeing a lot of, great for a warm relaxing space, and it works with lots of other hues.
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www.buildersmerchantsjournal.net March 2024
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