Architectural Coatings Company: Color Selection Journey
The perfect color is the strongest tool for a homeowner undertaking a redecorating project, yet the hardest to find. The right color not only changes a room, but the connection to a space. The celebration of a new baby, the purchase of a new home, the start of a new life; color becomes a physical manifestation of emotions associated with events and experiences that define us. How then, can a homeowner find a color that resonates?
We accompanied homeowners as they embarked on their own color selection journeys to understand the emotional and practical touch points along the way. Our key finding was that this journey is far from linear, and consumers are often “stuck” before ever approaching the paint aisle. The key to becoming unstuck was to engage in conversation—with friends, family, and trusted advisors—to work out the kinks and overcome obstacles. The client could initiate and engage in this conversation and become a trusted partner in color selection.