Hoang Son
But the global leading paints and coatings company AkzoNobel takes it seriously. Behind its manufacturing activity is an interesting story regarding colours.
The company has for long organized a research team comprised of independent experts in areas of architecture, design and fashion, taking into consideration all factors to choose the Colour of the Year to provide guidance for consumers. The Colour of the Year, according to AkzoNobel, should primarily reflect the economic outlook.
The 2015 Colour of the Year was announced on November 27th to be Copper Orange, a warmer hue in line with the economic forecasts for 2015. Copper Orange does not only reflect the major economic developments that promise a warmer outlook for 2015 but also gives a sense of high optimism, strong energetic feelings and relaxation.
Ruud Joosten, Executive Committee Member responsible for Decorative Paints of AkzoNobel, asserts that “the Colour of the Year is chosen by independent experts at AkzoNobel Global Aesthetic Center after conducting studies into the trend of socio-economic developments for the following year. It is not chosen at random.”
In the previous selection, a blend of green and blue, Teal, was chosen as the 2014 Colour of the Year, hinting at the difficult economic outlook. However, for 2015, experts believe that the economic landscape is changing for the better, so Copper Orange reflects this.
Mr. Ruud Joosten, Executive Committee Member responsible for Decorative Paints, had the pleasure to introduce Copper Orange of the Year as a key colour trend in 2015 to Vietnam - PHOTOS: COURTESY OF THE ORGANIZERS
According to Mr. Joosten, “AkzoNobel does not forget to keep its fingers on the pulse of emerging social, economic and design trends around the world to see the first signs of future colour movements.”
Asked how to address the conflict that many people nurture preference for certain colours over a long time, while AkzoNobel’s Color of the Year changes every year, Mr. Joosten explains that the Colour of the Year is the dominant trend for the next year, but consumers can still combine the colour with other colours of their preference.
“When a colour trend is suggested, it does not mean that it is the only colour that should be used, but there should be a harmonious combination between traditional colours with the suggested one,” he says.
“In architecture and home decoration, the trend of combining colours is becoming more prevalent. Consumers no longer opt for a single colour. Therefore, while the colour trend changes year after year, that trend is still highly applicable owing to the combination of colours,” he explains further.
Ambition of Human Cities
AkzoNobel over the years has consistently strived to be a global colour authority and earned this through many researches in market and in the laboratory.
Meanwhile, being the colour authority and offering their customers with a diversified and vibrant palette is one of the key factors that make AkzoNobel successful in paints business. This is understandable since their customers all over the world are becoming a lot bolder when selecting colours for their spaces and so demand far more colours in their palette.
But AkzoNobel does not seem to be satisfied with delivering products to their customers as demanded; they also aspire to be committing and acting for communities’ well-being.
Embracing the fact that colours have strong connection with human emotions, AkzoNobel leverages its palette in realizing their ambition of making the urban environment more enjoyable, inspiring and vibrant for people all over the world. Through colour, which is one of the six key pillars that AkzoNobel’s Human Cities initiative is built on, the company hopes to make everyday extraordinary and use the transformative power of colours to improve and energize urban community.
“In Vietnam,” says Mr. Joosten, “the Human Cities concept has been implemented over the years. This initiative in fact aims to help connect the people with their living space in terms of emotional feelings.”
For that reason, AkzoNobel has run programs attending more to colours for communities to create a friendlier environment for residents. These programs include the Step Towards a Greener Vietnam in 2009, the Let’s Colour for the Centennial Anniversary of Thang Long-Hanoi in 2010 where a number of public works were repainted to create a brighter view for Hanoi, and the regular New Colours for New School Year among others.
According to Mr. Joosten, emotional connection between brand and its customers has evolved more than ever, and thus has become an important factor of the business. ‘Colour of the year’ is an excellent example of how innovative marketing can help drive the business ahead. And when the company chooses to leverage their expertise in colour and inspire the communities to join them in making and creating more human environment, AkzoNobel has obviously offered customers more reasons to choose their products and services.
Đăng ký: VietNam News
