New Color Collection Of Interior Colors. Caparol Icons: Its Color Every Decade

2023 Author: Hannah Pearcy | [email protected]. Last modified: 2023-11-26 11:39

A new color collection of interior paints and interior paints for modern, sophisticated interiors was presented by Caparol in June. 120 nuances cite iconic moments from six decades of color history.

Icons - that is what the manufacturer calls its new 120-color collection. The color collection originated from a study commissioned by Caparol on color culture: an interdisciplinary team of trend researchers, art historians, interior designers and colorists devoted itself to color trends from the past six decades in the context of architecture, design, art, fashion, music and literature. In an extensive research, the curators identified shades that embody the life-style of their decade in a special way and at the same time have achieved timeless modernity - from flower power yellow to cool mauve (a shade of blue).

Contemporary history

The color nuances bear names based on contemporary history, with the years 1950 to the new millennium being the theme. Example: The color "Tribute to Berlin" quotes the black of the LP, which had its commercial boom in the 1980s and is currently celebrating a small revival in pop music. "Often," says art historian Annika Murjahn, daughter of Dr. Klaus Murjahn, "it was not possible to give the colors the desired names:" Yellow Submarine ", for example, could not be realized any more than a shade of red, the name of which was supposed to recall Marylin Monroe. Both (brand) names are protected and may not be used freely.

Market potential

What market share does Caparol expect from the new product line? “Since the high-end paint market is still relatively young, we see enormous growth opportunities. The market for these exclusive colors in England was around 65 million euros in 2014. If you add this figure to the larger population in Germany, we estimate that there is a market potential of over 100 million euros for Germany. We assume that only ten percent of it has been used up to now. So there is a lot of room for improvement that we want to conquer together with our partners,”says Managing Director Dr. Tony Horneff. Dr. was directly involved in the development of the colors for about three years. Klaus Murjahn: It is thanks to our know-how, a lot of experience and the best raw materials,that we now also offer a thin-layer recipe as known from the Anglo-Saxon manufacturers. For our company it is part of the fact that we also offer this formula, which was specially developed for special depth of color and smooth flow. A lot of pure, high-quality binder (pure acrylate) is used here, as up to twice as much pigment can be dissolved as in other formulations. The pigments float out and cover the surface when drying, which leads to the beautiful soft, matt effect on the wall.by dissolving up to twice as much pigment as in other formulations. The pigments float out and cover the surface when drying, which leads to the beautiful soft, matt effect on the wall.by dissolving up to twice as much pigment as in other formulations. The pigments float out and cover the surface when drying, which leads to the beautiful soft, matt effect on the wall.

Target groups

Dr. defines three target groups for the new product Ralf Murjahn CEO of DAW SE: “Painters, painters, plasterers as well as architects or interior designers and end customers (house and apartment owners). These decision-making or advisory groups make the selection of products in the high-end segment. Brands, quality and origin play a more important role here than the price. If you want to process the new product line in the future, you have the opportunity to take part in a training course in the company's own “Haus des Handwerks” in Ober-Ramstadt. According to Annika Murjahn, the painters get to know the collection "with all five senses": "We have created a sensory world for some selected colors: Each of the colors shown has its own small menu, a fragrance and music that round off the visual impression of the color should."