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RANGE REVIEW: DECORATING


With the start of the key DIY period fast approaching, Fiona Garcia looks at the key decorating trends for the year ahead and what retailers need to know about when advising their customers.


WRITING ON THE WALL


products and campaigns launched, as the industry hopes, come spring, the nation will be inspired to take up tools and start revamping their homes. BHETA’s National Home Improvement Month campaign is gearing up for April, having partnered with decorating brands such as Valspar, Harris, Frogtape and Ronseal, with a view to getting the British public tackling DIY projects under the slogan ‘Love the Home You’re In’.


T


Whilst Pantone has announced “vibrant, yet mellow” Living Coral as its colour of 2019, Dulux has revealed Spiced Honey is at the heart of its Colour Futures palettes for the year.


Pantone describes its colour of the year as an “animating and life- affirming coral hue with a golden undertone that energises and enlivens with a softer edge”. In reaction to the onslaught of digital technology


increasingly embedding into daily 12 DIY WEEK 08 MARCH 2019


he colours and forecasted decorating trends of 2019 have been announced and, with them, new


life, Pantone believes consumers are seeking authentic and immersive experiences that enable connection and intimacy, adding that Living Coral embodies consumers’ desire for playful expression.


And, if you think these colour and social media


predictions are simply picked on a whim, you would be mistaken. Organisations like Pantone and Dulux parent, Akzo Nobel, make huge investments in analysing global trends and activities across everything from art, fashion and design, to politics and even major sporting events, in order to identify what will influence the way customers work and live. This research is translated into colours and palettes, which will ultimately translate across home furnishings, and industrial design, as well as product, packaging and graphic design. So, expect to see a lot of these shades and trends over the coming year. Dulux Trade Karen Wilkinson says the warm amber tone, Spiced Honey, “perfectly captures the global mood”. She adds: “It can be both calming and nourishing or


stimulating and energising, depending on the palettes and light


surrounding it.” The contemporary hue, with its four complementary palettes, is designed to be versatile and complements a wide variety of interior styles. Ms Wilkinson explains the importance of colour in the home and the trends Dulux has seen amongst consumers, with many expecting their paints to work harder than before: “The colours we like to paint our homes in follow the rhythm and patterns of change in society and are influenced by the big events of the time.


“So with lots of focus on worrying and potentially negative issues - environmental pollution, fake news, Brexit – people are finding comfort in the colours of nature. “There is a growing recognition that paints do more than simply add colour, with consumers looking for stain-repellent paints, paints that


last longer and antibacterial


paints, amongst others. Greener choices


Meanwhile, as the trend for wellbeing continues to gather momentum, as does a growing demand for products that are less harmful to our own health and that


of the environment. This is impacting the choices consumers are making over the decorating products they buy and could have a bigger effect going forward, explains Dulux. Mr Wilkinson says: “Homeowners are becoming increasingly aware of the sustainable paint alternatives that are available to them when planning a project – this shift is going to continue and the trade needs to be ready.” Volatile Organic Compounds became big news in recent years and, although the level of VOCs in decorative coatings has already been limited under EU regulations, a growing number of paints are emerging promising greener credentials, zero VOCs, and ‘child and pet safe’ claims to tap into the appetite for products that enhance, not harm consumers’ environments. As a result, Dulux has reported an increase in sales of water-borne paints, which boast a significantly lower VOC content to solvent-based paints – which, incidentally, have recorded a decline. Ms Wilkinson says: “Market data from Dulux Trade has also highlighted significant growth in water-borne paints - there was a 13% increase in the


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