CHANGING SHADES

Paint industry, especially the interior paints segment has witnessed a gradual shift in consumer preferences. It is not just the texture of the paint that they are focusing on, but are becoming increasingly conscious about having pollution-free, odourless, environmental friendly and bacteria free paints.

In the last two years especially, due to the Covid pandemic that forced people to spend more time at home owing to the restrictions on movement, consumers' taste for shades have changed drastically. As they are seeking more privacy, security, flexibility and beauty from their homes that have turned into offices for many, there is a shift towards hues that enhance emotions and play a part in making them feel secure and happy in the difficult times of the pandemic.

The upcoming color trends are softer giving a sense of reconnecting, amid the disconnect created due to the coronavirus.

"Over the past 2 years since the pandemic, the time spent indoors has increased exponentially and people are viewing the walls of their homes with a critical eye, thereby bringing a fresh wave of trends in interior paints. The year 2021 is all about creating soothing and moody spaces that can respond to the various emotional needs of homeowners," Khozema Chitalwala, Principal Architect & Designer at Designers Group said.

Some of the trending hues of 2021 are:

Sunshine Yellow Gold - With gold hues, one can go for subtle or standout subtle approach. Though subtle, these shades will definitely add sparkle and give a luxury glamour or spruce up a tired looking room.

Green Balances - As homes have been transformed into makeshift offices since the past two years, consumers are seeking colours that are soothing and peaceful and quick to cheer up the gloomy mood.

Jewel Tones - This year, there is a lot of demand for hues of gemstones as they instantly bring a luxury touch to any design. Citrine Yellow, Amethyst Purple, Emerald Green, Sapphire Blue are some of the shades that are gaining popularity.

Earthy Tones - Inspired by nature, there is a rising inclination towards more natural tones of brown soil, green leaf, cloudy sky, as well as the red sun.

"Blues and purples have become a staple in kitchens and living rooms, whereas bedrooms are sticking to neutral and camouflage shades like army green and forest brown. The latest trend suggests integrating some elements of complementary colors like eggshell white in tandem with the blue in order to finish off a room," Chitalwala added.

Every year, paint makers across the globe release the colour of the year. Here are a few trends of 2021

Asian Paints - Cherish: It's mint green shade nudges growth while a hint of blue revitalizes one's mood.

Dulux colour - Brave Ground: A warm, natural neutral that lets other colours shine, it provides a springboard for change in your home.

Pantone - Ultimate Grey & Illuminating: A combination of neutral grey and yellow is a perfect blend of practical and rock solid yet warming and optimistic appearance.

Minwax - Vintage Blue: An organic mix of blue and green with soft gray undertones, this shade creates a soothing atmosphere and a nostalgic feel when applied to wood furniture, cabinetry, shelving, and decorative accents

Rust-Oleum - Satin Paprika: An earthy, spicy hue that gives a warm and cosy look to evoke a sense of settled contentment.

Glidden - Aqua Fiesta: Bright, refreshing aquamarine that looks great on an accent wall or millwork.

Behr - Canyon Dusk: Canyon Dusk is a color that can be found in a variety of places, from an awe-inspiring desert landscape to the color of sunbaked clay.

Benjamin Moore - Aegean Teal: A soothing blue-green is a marriage of the tranquil nature of blue with green's association with wellness, while a gray undertone keeps the color modern.

Sherwin-Williams - Urbane Bronze: It's a warm, grounding shade of grey-brown intended to reflect the current need for serenity and stability.

"Consumers today have come a long way from just choosing the shades for their walls. Other than ensuring that the paint is leakage-proof, they consider the environmental aspects too. They choose brands that are hygienic, eco-friendly and sustainable, a quality that has become indispensable after Covid. They also look at brands that provide a long-term relationship in terms of after-sales services,"
AS Sundaresan, JMD & CEO, JSW Paints said.

Apart from the shades, consumers are also looking for paints that allow walls to breathe. In short, a breathable wall is one where it allows to absorb moisture in the air and then release it without impacting on the fabric of the building. Also, with the concept of using natural and organic materials in paints taking shape, manufacturers are innovating to adapt to the changing preferences.

"The industry has become more advanced with paints enabled with technology to improve indoor air quality and eliminate odours. Weather resistant paint has also become a reality, which saves the previous problems of peelings and seepage. Advanced coatings are now in the picture that prevent the growth of mildew and mould and inhibit bacterial odours. Microbicidal properties kill harmful bacteria on the painted surface for extended periods. There is third-party certification and enhanced durability now," Sundaresan added.

Speaking about its future plans, he said last year the company introduced “any colour one price” marketing campaign to bring awareness in consumers on the different prices that they pay for different shades when they paint their houses.

"We are always looking to upgrade when it comes to technology. The paint industry has evolved beautifully and revived itself at a stunning pace post-Covid. We are more responsible now in sourcing raw materials safely, are sustainable and eco-friendly in our operations. We want to keep reducing our carbon footprint and become the primary choice for customers looking for safe and environment-friendly paint options," he added.

While the world is yet to limp back to normalcy from the impact of the coronavirus, it will be interesting to see the changing  preferences of the consumers.

(With inputs from Better Homes & Gardens)

Khozema Chitalwala

Principal Architect & Designer, Designers Group

AS Sundaresan

JMD & CEO, JSW Paints

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