Answer: Lynne believes the colour names start with the Paint Brand. Paint brands have different personalities, brand values and tone of voice – and the colour names need to fit with customers’ perceptions of the brand they know and trust.
The brainstorming continues until a combination of words is achieved that fit both the colour and the brand – with a positive and enticing name!
Reading this I began to appreciate the amount of effort that goes into picking a name. But just because you come up with a name you think is the next big thing doesn’t mean it’s job done. Lynne says the next step is to check the name is available as often paint brands register or trademark names. And also test and measure reaction to the colour name. So it’s ideal to have a few name options in mind.
Lynne gives examples of three very different paint companies with very different personalities and their paint colour names that match their brand personalities.
I found Lynne’s explanation fascinating. And my hunch was right. By being clear on their brand personality, they are able to appeal to their target market using emotive names they will resonate with, and ultimately purchase – after all, that is their sole objective.
Lynne Stainthorpe, Director Big Idea, is an expert on colour marketing, having worked on paint ranges in Europe and Asia.
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8 Responses to colour & design surgery…how are paint colour names chosen?
I know what you mean. I laughed when I saw F&B’s Dead Salmon. These names certainly got them a lot of press coverage. Maybe that was their intention, creating publicity ….
As a keen amateur interior designer, I’ve often wondered about the inspiration behind paint names such as Elephant’s Breath and Dusted Fondant, so thank you for this insightful article.
It’s fascinating to see just how much research goes into a paint name. The paint companies rely on the positive emotion the name evokes in the customer to make the sale. Once again psychology at work.
Pleased you enjoyed the article. It’s a fascinating insight into how a brand communicates its authentic personality.