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Product News

New Technology Allows Delivery of More Colors

Published on 2002-03-18. Author : SpecialChem

As a result of a six-year research and development effort, Sherwin-Williams Paint Stores Group is taking a leadership position in color technology in the market for architectural paints.

This week at The International Builders Show in Atlanta the company is unveiling a completely new COLOR system of more than 1,000 new hues using paint technology that allows for delivery of more colors of the spectrum. The unique color formulations were made possible by the use of previously untapped pigments and advances in knowledge related to raw materials. This proprietary technology allows the company to offer interior and exterior architectural paint colors with exceptional crispness and clarity simultaneously with remarkable durability and fade-resistance.

"The human eye can discern about 10 million colors in 'color space,' the three-dimensional color spectrum model," said Lane Blackburn, the company's vice president of quality and color. But paint technology does not allow for all of these colors to be reproduced in paint.

"Innovation now allows us to give paint buyers access to different colors of the spectrum than were available before," notes Blackburn. "It also allows us to offer access to more of the colors of the spectrum that research indicates consumers and interior designers want -- along with the assurance of durability and fade-resistance."

According to Sherwin-Williams, no other paint manufacturer can accurately reproduce all of the colors in its new COLOR system. To be assured of receiving the exact shades offered in the proprietary system, paint buyers must purchase Sherwin-Williams brand paint products that are available only at Sherwin-Williams 2,500 stores in North America. The new colors will be available beginning in March 2002.

The 1,000-plus colors were selected for their appeal and livability based on research into consumer color preferences and demographic and lifestyle trends. "The new colors provide better matches with other popular decorating elements and building materials, and give our customers more power to transform their living spaces into spaces they love," Blackburn said.

In addition to these 1,000 shades, Sherwin Williams will premiere the Martha Stewart Signature(TM) Color Palette, a Decorating System of 416 colors and 39 coordinating color palettes, each personally selected by Martha to reflect her taste and personal decorating style. The Martha Stewart Signature(TM) Color Palette, which is exclusive to Sherwin-Williams stores, appeals to the design-oriented consumer who seeks inspiration, guidance, and affirmation when she makes decorating decisions, and who also wants the Martha Stewart aesthetic: simple, sophisticated, functional, and timeless.

The Martha Stewart Signature(TM) Color Palette is available in these high- quality Sherwin-Williams paints: Cashmere(TM), SuperPaint(R), ProClassic(R), Classic 99(R), EverClean(R), Harmony(TM), ColorAccents(TM) and Bath Paint.

Along with new colors, Sherwin-Williams is delivering better correspondence between the color chips featured on its take-home color strips and actual results with its paints as they are applied. For more accurate color representations, the color chips are being made using the same pigments used in the paint formulations.

Inside the store, the color strips will be housed in Sherwin-Williams all new COLOR palette selector display - The Colors. The Paint. The Possibilities.(TM) -- and organized in a manner that visually guides paint shoppers to move intuitively through the spectrum. Improved lighting in Sherwin-Williams stores allows for enhanced viewing of the color strips. Because nearly all of the hues are available for both indoor and outdoor use, the colors will be housed together under a "Colors" heading. The "Possibilities" section of the display will contain useful information on decorating trends and tips, including Sherwin-Williams exclusive decorating guide, popular color collection cards, and helpful palette cards that make color selection easy. The "Paints" portion of the display refers to the numerous interior and exterior Sherwin-Williams brand paints and coatings that are sold exclusively through the Sherwin-Williams store network.

Sherwin-Williams is the nation's largest retailer of paint, stains, coatings, wallcoverings and associated supplies and sundry items. With more than 2,500 stores in North America, the company is dedicated to supporting the do-it-yourself consumer with specialized products, superior technical knowledge and individualized service. Sherwin-Williams brand-name products can only be found at Sherwin-Williams stores; call 1-800-4-SHERWIN (1-800-474-3794) for the nearest location. And, visit Sherwin-Williams on the World Wide Web at www.sherwin-williams.com .

Source: The Sherwin-Williams Company

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