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Sherwin-Williams Sponsors Color Marketing Group ChromaZone Color Workshop

Published May 13, 2013
Sherwin-Williams played host to one of 13 North American 2013 Color Marketing Group (CMG) ChromaZone Color Forecasting Workshops on Friday, April 26 at its Global Color and Design Center.

Each ChromaZone is comprised of designers and color experts from a wide variety of industries who are involved in the use of color as it applies to the profitable marketing of goods and services. The goal of each workshop is to develop a specific color palette based on the attendees’ input. The information gathered and color palettes developed become part of the broader color discussions that occur during CMG’s annual fall International Summit. At that time, CMG’s North American color palette that forecasts color trends up to 18 months in advance is announced.

“As a leader in providing color forecasting and trending for our customers, Sherwin-Williams was thrilled to have the opportunity to sponsor such an exclusive event,” said Kathy Andersson, color marketing manager, Sherwin-Williams Product Finishes Division. Located in Greensboro, North Carolina, the Sherwin-Williams Global Color and Design Center offers color and design expertise to customers in industries and applications that include furniture, kitchen cabinetry, electronics, wood building products and general finishing.

The Greensboro ChromaZone opened with an address by renowned color expert, designer, artist and product developer Mike Farrell. His work in textiles and design includes collections for Valdese Weavers, digital fabric printer, Blue Moon Printworks and Surya Rugs, where he currently has a line of floor coverings and accessories.

“Mike really got us thinking; his passion for research and finding a contextual reference to illustrate his designs is one reason his work is so compelling,” said Andersson.

Farrell’s presentation, “Connecting the Dots,” compared his method of developing creative concepts to that of the series of dots that comprise a vintage comic book illustration, known as the Ben-Day dots printing process. Observed individually, the dots – and concepts – seem to have no meaning or reference. Observed at arm’s length, the dots – and concepts – take shape, creating a comprehensive picture or design.

“We try to take a similar approach with designers and manufacturers who visit our Global Color and Design Center,” Andersson said. “Creating the big picture from smaller yet important elements can help our customers succeed through innovative color and finish options that allow them to improve their products and, ultimately, delight their customers.”

Services offered through the Sherwin-Williams Global Color and Design Center includes trend and finishes forecasting, color consulting, color palette assessment and recommendations, market-specific trend boards, custom formulations, system design and color card design. The Center also provides hands-on training seminars.

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