Wall paint manufacturers realize — with thousands of colors to choose from in each product line, it doesn’t make sense to give all those colors descriptive names. So, they create evocative names that evoke emotions and stories for the consumer. And this naming strategy is working, according to an article in The New York Times called, “We Call It Brown. They Call It ‘Weekend in the Country.'”
In a redoubled effort to capture consumers’ attention in this sputtering economic recovery, some paint companies are hoping to distinguish their brands with names that tell a story, summon a memory or evoke an emotion — even a dark one — as long as they result in a sale.
What they do not do is reveal the color.
“For a long time we had to connect the color name with the general color reference,” said Sue Kim, the color trend and forecast specialist for the Valspar paint company. “But now,” Ms. Kim added, “we’re exploring color names that are a representation of your lifestyle.”