Tuesday, April 11, 2017

Marketing Paints Named with Emotional and Experiential Appeal in Mind

White isn't just white in the marketing world of paint. As Consumer Reports notes, it can be "Simply White" or "White Dove" (both Benjamin Moore). Taupe isn't just taupe--SherwinWilliams says that "Poised Taupe" is its color of 2017 (see above).

In the May issue of Consumer Reports, the color marketing manager for Behr explains how that brand's paint names work: "Names can typically be sorted into four descriptive categories: visual, geographical, emotional, and experiential."

In fact Behr's website presents "Color Trends and Inspiration," where you can see its 2017 trends organized according to three categories: Comfortable (muted), Composed, and Confident (more adventurous).

Behr's Instgram account has nearly 30k followers examining its many paint and decorating idea photos, covering all the rooms in the house and the outside too.

Benjamin Moore has 122k Instagram followers and uses the hashtag #PaintLikeNoOther to identify its creative and colorful idea images for consumers to consider and enjoy.

SherwinWilliams has nearly 76k Instagram followers and uses #SWColorLove to identify its images that inspire and encourage consumers to express themselves with color.

One last thought about color: It seems that consumers tend to prefer paints with fanciful names, such as "mocha" instead of "brown," as more pleasing to the eye. Then there's the sheer marketing appeal of paints with personality-plus names. Why market "white" when you can market "White Dove," for example?

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