The team from the Global Wood Coatings Color and Design Studio work with color designers to interpret the impact of fashion and lifestyle on colors and effects used in paints and coatings. They have already been hosting several trends presentations virtually and in the showroom. During the six days of the High Point Market event, AkzoNobel experts will be hosting customers in their studio* to share valuable insights into the color and design influences driving the wood industries.
“Love and passion for color and coatings is what connects us all. That is why we like to keep customers up to date on the latest trends. We know consumers are hungry for new product as a result of increased demand over the past year so we are really looking forward to returning to host more presentations in High Point,” explains Rob Haley, Color Trends Manager for Wood Coatings at AkzoNobel. “We like to visually demonstrate the interplay between color and wood to our customers during consultations - and make the right decision together based on centuries of experience and in-depth market research.”
During Market, the AkzoNobel team will be showcasing contemporary modern designs at the higher end in whites and neutral finishes. DIY projects in and around the home remain a priority for many consumers, with research showing that people want to embrace new products and showing color trends drifting to more neutral tones with a lot less focus on grey palettes. Brave Ground™, AkzoNobel’s Color of the Year 2021, and its complementing color palettes, are continuing to be strong color shades and a popular choice in the market. It is a warm and grounding neutral shade that gives people the courage to embrace change. There has also been a rise in formal designs and finishes with sheens moving upward from flat to more gloss finishes.
AkzoNobel’s wood design specialists have worked with these trends to build four distinct color palettes on wood substrates such as cabinetry, to help designers choose on-trend colors with confidence. These are: Expressive, Trust, Timeless and Earth color palettes. The wood design team then work closely with highly-trained technical specialists to ensure that the finishes created in High Point are robust and can be industrialized for customers across the globe.
“Wood is exceptionally versatile, modern and the perfect companion for the various life and furnishing styles. We want to inspire and empower our customers with creative opportunities for combining colors and wood trends,” adds Bob Averett, Color Design Manager for Wood Coatings at AkzoNobel. “Showcasing how we can help our customers achieve a contemporary and personal aesthetic is at the heart of what we do and demonstrating our innovations at High Point Market is a key part of the process.”
*AkzoNobel will use company health and safety procedures that follow CDC guidelines, during visits to the studio given the global COVID-19 pandemic.