AkzoNobel’s Dulux brand announces Heart Wood as 2018 Colour of the Year
Kuala Lumpur, 7 February 2018 – Heart Wood has today been unveiled by Dulux as the much anticipated Colour of the Year for 2018, following continuous expert research into trends, insights and consumer behaviours. A subtle and warm tone of grown-up pink, it draws from the tactile qualities of natural wood and leather, conveying comfort and ease in response to consumers wanting to nestle down more and create a “welcome home”. The research was conducted by the colour team at Dulux’s Global Aesthetic Centre, together with a group of 11 international experts. It revealed a strong overarching trend of consumers wanting to transform their homes into spaces of retreat from the outside world.
Jeremy Rowe, Managing Director of AkzoNobel Decorative Paints South East & South Asia, Middle East, explaining the 3 personas of ColourFutures during the launch.
“As life gets faster, now is the time to press pause,” said Heleen Van Gent, Creative Director at the company’s Global Aesthetic Centre. “Our home needs to be a place where we can turn down the noise, where we can nurture our values and recharge. Colour can play a significant role in addressing the balance between outside clamour and inner calm.”
“Our 2018 Colour of the Year truly captures the mood of the moment. Heart Wood and its four complementary colour palettes will help consumers achieve a home that is truly and uniquely theirs, bringing a feeling of safety and reassurance, creating a welcome home for all.”
Speaking at the launch, Jeremy Rowe, Managing Director, AkzoNobel Decorative Paints, South East & South Asia, Middle East, observed, “Colour plays a significant role in creating a perfect, comforting environment. As a colour authority, we exist to empower our consumers to make the right colour choices; choices that make them happy and proud of their homes. With the 2018 Colour of the Year and its four contemporary colour palettes, customers around the world can now create spaces within their home that are truly theirs and up to date with their everyday needs.”
Make your home your haven
Insights from extensive research into societal, economic and design trends reveal that we live in a world of unpredictability, with access to more information and choices than ever. Now is the time to retreat into the comfort of our homes, where we can turn down the noise and pamper ourselves. Consumers therefore need their home to provide comfort and be a retreat. By exploring and developing the overarching trend and theme A Welcome Home, Dulux’s Global Aesthetic Centre identified Heart Wood as the leading paint colour for 2018. It’s a colour which truly captures the mood of the moment and allows customers to live in perfect balance in their homes.
A place of harmony, comfort and ease for all
A Welcome Home is the Heart Wood home. It combines gentle shades of grey-pink, blues and soft cocoa flowing into bolder shades of ink blue and purple. It takes inspiration from the tactile qualities of natural wood and the comfort of leather, materials that customers are known to turn to during times of unpredictability. Calming and restorative, Heart Wood gives a sense of connection between the inside and outside world. The Heart Wood Home palette blends harmoniously with the materials from which the hero colour takes its inspiration. Because ‘A Welcome Home’ means different things for different people, three supporting palettes complement Heart Wood, balancing softer shades with deeper, bolder tones.
The Comforting Home creates an environment in which to truly recharge and reset the mind. A cocooning space which acts as a restorative embrace. Warm earth tones permeate this home, bringing together clay and blush pink tones to calm the mind, soothe the senses and shut out the noise. Rich, welcoming textures such as silk and velvet create a highly tactile space. Looking for a space in which to retreat, this home is perfect for the warm-hearted persona seeking to reconnect with themselves. Using minimal technology, this person brings nature into their home in a controlled way and beautifully balances aesthetics with function in their interior design choices. Comforting hardwoods and tactile textures are staples for them.
The Inviting Home brings comfort and convenience to life for those seeking to strengthen bonds and bring family and friends together. Cool shades of blue encourage a clear-headed approach to life, while neutrals and fresh green support the need for connection with the outside world. Softer pastel shades are enhanced by coal and ink blue. Typically, a space for shared quality time, this is perfect for the open-hearted persona. Inclusive, optimistic and collaborative, it’s a space where they can gather with friends and family, bringing comfort through community. Technology is used sparingly and to bring people together in their homes, while the line between the outside and inside is fluid. Open-plan living is at the heart of this home, preferring gentle, hard-wearing natural fabrics that feel safe.
The Playful Home creates a space to be inspired and invigorate the senses. Yellow-toned green and gold help spark the synapses and encourage a creative approach to life. Pops of color add a sense of fun and energy, while clever use of color can help create different zones within smaller spaces. This home is for the light-hearted persona, curious, adventurous and adaptable. During times of unpredictability, this person looks outwards rather than shutting off and faces the outside world head-on. Early adopters of technology that is seamlessly integrated into their homes, they seek energy, experience and creativity, supplemented by the wealth of time they spend outdoors. Multi-functional, smaller spaces work with natural textures and fun patterns.
Create a true sanctuary with our Colour of the Year
Consumer needs for certain colours ebb and flow with how they feel about the world around them. With the 2018 Colour of the Year and its four contemporary color palettes, customers around the world can now create spaces within their homes that are truly theirs and up-to date with their everyday needs. Heart Wood is now available in Malaysia at all Dulux retail outlets. For more information, visit: www.dulux.com.my
AkzoNobel creates everyday essentials to make people’s lives more liveable and inspiring. As a leading global paints and coatings company, we supply essential ingredients, essential protection and essential colour to industries and consumers worldwide. Backed by a pioneering heritage, our innovative products and sustainable technologies are designed to meet the growing demands of our fast-changing planet, while making life easier. Headquartered in Amsterdam, the Netherlands, we are present around the globe, while our portfolio includes well-known brands such as Dulux, Sikkens, International and Interpon. Consistently ranked as a leader in sustainability, we are dedicated to energising cities and communities while creating a protected, colourful world where life is improved by what we do.
About ColourFutures™ 2018
Established in 2004, ColourFutures™ aims to build an annual picture of what home life will be like for consumers and create coluor palettes that will transform their interiors accordingly. ColourFutures™ involves the selection and identification of AkzoNobel’s Colour of the Year, its hero palette and three supporting palettes. These are brought to life by the company’s Decorative Paints brands, including Alba, Astral, Bruguer, Coral, Dulux, Flexa, Inca, Levis, Marshall, Nordsjo, Sadolin, Sikkens and Vivechrome. The trend analysis behind ColourFutures™ and the identification of the Colour of the Year is conducted by the AkzoNobel Global Aesthetic Centre, led by Creative Director Heleen Van Gent. Based in the Netherlands, it leads the company’s Decorative Paint’s trend analysis, colour research and design, and art direction. Each year, it invites a select group of independent experts to forecast the emerging global design trends for the year ahead. It supports 80 global markets, empowering consumers to make the right color choices for their homes. Through this extensive research and a deep understanding of how the continuous shifts in the global landscape filter into consumers’ lives, the Global Aesthetic Centre experts ensure that ColourFutures™ not only evolves with, but also anticipates, the changing needs of the home. As such, ColourFutures™ provides consumers with contemporary complementary colour palettes that bring the comfort and ease that we desire into our homes.
Your ColourFutures™ 2018 Tool
What is your Heart Wood home? Dulux has made it easier than ever for consumers to find their ideal color palette, thanks to the launch of its Your ColourFutures™ tool. By answering eight simple questions about themselves and how they react to the unpredictability around them, consumers can find the perfect personalized color palette for their home. As well as receiving their own palette, consumers will also find out why they’ve been assigned that palette and what it says about them. They will also be able to visualise the palette in use in a variety of different rooms and contexts.
Find your ColourFutures™ tool here: https://www.yourcolourfutures.com/
Find your Heart Wood palette here: https://www.dulux.com.my/en