At Dulux, we’re often asked how we name our colours and come up with the likes of Polished Pebble and Chic Shadow. As you might expect, it’s a lot of fun – but much harder than it looks. Luckily, we’ve got it down to a fine art.
Naming our colours happens at the very end of our expert colour ranging process, which is in itself both an art and a science. We take care with every single colour that we choose. As we build or update a collection (like our Heritage range, for example), our team of experts will trawl through data to find the gaps and pick the exact colours we think are right.
Often, this will lead to us having a number of additional colours to give new names to. It’s then down to people, like our Colour Brand Manager, Emily Simpson, to give these tints their titles.
“We call it The Alchemy Process,” says Emily, “and the alchemy word relates to how we range, rather than how we name. The methodology behind it is Art + Science = Gold, where the Gold is a commercial, competitive, on-trend and original range.
“The Art part is looking at colour and design trends, like our Colour Futures forecast – where the team at our Global Aesthetics Centre in Holland create colour palettes for the next year.