[ Page 5 of 20 ]

Advertising supplement presented by

Researchers have understood since early in the 20th century that color can have a significant impact on behavior. Fast food restaurants now know that red and orange increase appetites. Casinos understand that the same colors have the effect of making people gamble with greater abandon. A Washington State University study concludes that people can tolerate more pain, recover more quickly from surgery and use fewer drugs when they are surrounded by green.

Our color choices also are influenced by climate. Northern homeowners overwhelmingly choose medium-to-dark color schemes with dark woods because they feel “warmer.” Southern homeowners strongly prefer pastel color schemes with light woods to achieve the opposite effect.

QuadPlex in Frankfurt/Main. Architect: Marcel Kaschub. Courtesy Sto Corp.

In forecasting what they believe will be tomorrow’s sought-after colors, members of organizations like the Alexandria, Va.-based, 1,500-member Color Marketing Group (CMG) rely on world events, economic indicators, demographic change, and perceptions of pressure in the workplace.

“We are watching a merger of technological and human influences in both color and textures,” says Doty Horn, director of color and design for Benjamin Moore & Co. “We are also seeing a lot of residential influence in the areas of offices and health care.”

Paint manufacturers, like those in almost every other area of construction, have grown increasingly responsive to the demand for “green” building projects. Last year, Benjamin Moore obtained both GreenGuard and Greenseal certification for its line of low-emitting interior paints. This interior line of products, which consist of a primer and three finish coats, are “green” because they emit virtually zero VOCs and low odor. The company has success-fully removed solvents that are responsible for the odor of traditional paint. Both oil-based and conventional latex paints are solvent-based.