COLOUR CODED

Be­fore paint­ing your walls take a peek at Asian Paints' colour fore­cast for 2017

India Today - - CONTENTS - By RIDHI KALE

What do Inca Ru­ins, Her­bal Pack, But­terum, Ig­neous Rock, Graz­ing Land and Earthly El­e­gance have in com­mon? They are all names of colours part of Asian Paint’s ColourNext 2017. The paint com­pany has been pre­dict­ing colour trends for the last 14 years. “In this pe­riod we have ar­rived at a re­search process that is de­signed to cap­ture the va­ri­ety of in­flu­ences and the com­plex forces work­ing on the In­dian so­ci­ety and spa­ces over­all. We do it be­cause some­one has to doc­u­ment these be­hav­iour shap­ing changes. There is no other fore­cast that draws from the In­dian market,” says Amit Syn­gle, Asian Paints Pres­i­dent, Sales, Marketing and Tech­nol­ogy. BE­HIND THE SCENES The fore­cast is the re­sult of months of pri­mary and sec­ondary re­search us­ing meth­ods like fo­cus group dis­cus­sions, per­sonal in­ter­views and vis­ual map­ping with a rep­re­sen­ta­tive group of ex­perts in fields like de­sign, ad­ver­tis­ing, tech­nol­ogy and an­thro­pol­ogy. “The trends are culled out from the so­cio-po­lit­i­cal and eco­nomic en­vi­ron­ment, post which they are mapped to colours, ma­te­ri­als, fin­ishes, tex­tures and pat­terns.

The re­search it­self is a year long ex­er­cise,” says Syn­gle.

DECODING THE COLOUR OF THE YEAR

Ac­cord­ing to Asian Paints the colour of the year is In­tense Ocean, a beau­ti­ful bluish-green that in­vokes a feel­ing of calm. “At a time of so­cial, po­lit­i­cal, eco­nomic and en­vi­ron­men­tal un­rest In­tense Ocean opens up the space to delve deep, away from the noise. A shade of teal, it is a con­flu­ence of blue, grey and green. The lush­est blues come to­gether to paint our year with strokes of seren­ity. The mel­low­est greys cre­ate a soft un­der­tone balancing the pas­sion of the depth with the light­ness of the sur­face. The fresh­est greens from the Ana­hata

Chakra (the heart chakra in yo­gic tra­di­tion) are charged to en­dure, pro­vid­ing sta­bil­ity,” ex­plains Syn­gle.

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