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Original Date of Publication

Paints & Coatings

September 2013

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Patterns: Paints & Coatings about design in consumer packaging

Published by

R.BIRD & Company, Inc. 10 Bank Street White Plains, NY 10606 USA

Copyright © 2013 R.BIRD & Company, Inc. All rights reserved.

This collection of research and observations is intended to stimulate creativity in the public interest and for education. The views and opinions expressed are solely those of R.BIRD & Company, Inc. We are not responsible for errors or omissions. The brands, trademarks and images referenced in this commentary and critique remain the property of their respective owners.

Table of Contents 3 Paints & Coatings

R.BIRD Patterns | about design in consumer packaging

ContentsOverview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Color Chips . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Sampling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

:KDW·V�LQ�WKH�FDQ" . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Low VOC and “Green” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Wood Stains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

Not Paint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

Specialty Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Faux Finishes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Sub-branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18

Co-branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20

Flow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21

Ultra Ordinary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22

Ergonomics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23

Simple Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24

Elegance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25

Kits & Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

Mobile Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28

Gallery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

Keywords & Brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

R.BIRD Patterns | about design in consumer packaging

Paints & Coatings

Introduction 4 Paints & Coatings

Introduction,I�\RX·UH�D�EUDQG�PDQDJHU��PDUNHWLQJ�SURIHVVLRQDO��SDFNDJH�GHVLJQHU�RU�VWXGHQW�DERXW�WR�EHJLQ�HDUO\�VWDJHV�RI�D�EUDQG�RU�SDFNDJH�GHVLJQ�LQLWLDWLYH��LW·V�HVVHQWLDO�WR�EH�DZDUH�RI�FRQWH[W��5�%,5'�´3DWWHUQVµ�DUH�SXEOLVKHG�UHSRUWV�EDVHG�RQ�RXU�REVHUYDWLRQV�DQG�SURIHVVLRQDO�H[SHULHQFH�WKDW�SURYLGH�EDVLF�LQVLJKW�LQWR�FRPPRQ�SUDFWLFHV�ZLWKLQ�D�JLYHQ�SURGXFW�FDWHJRU\�

Method$UPHG�ZLWK�GLJLWDO�FDPHUDV�DQG�QRWH�SDGV��RXU�GHVLJQHUV�YLVLW�UHWDLO�HQYLURQPHQWV�WR�SKRWRJUDSK�DQG�REVHUYH�SURGXFW�SUHVHQWDWLRQ�LQ�LWV�QDWXUDO�KDELWDW��:H�WKHQ�SXUFKDVH�D�VHOHFWLRQ�RI�H[DPSOHV�DQG�EULQJ�WKHP�EDFN�WR�5�%,5'�IRU�FORVHU�VWXG\�LQ�VHDUFK�RI�FRPPRQ�GHVLJQ�WKUHDGV�DQG�SDWWHUQV�RI�RSSRUWXQLW\�WKURXJKRXW�WKH�FDWHJRU\��

R.BIRD Patterns | about design in consumer packaging

Paints & Coatings 5 Overview

Overview

Overview

Our observations included consideration of the brands shown above - and more. These products were found on-shelf in mass-market retail, specialty shops, big box superstores or online retailers.

R.BIRD Patterns | about design in consumer packaging

Color Chips 8 Paints & Coatings

Color Chips

Color Chips

Subtle scale of shades on a single card, uniquely cut die shapes, or information systems packed with suggested accent colors - manufacturers explore all options to make a connection and inform the consumer, giving them as much decorating power as possible.

Response

Simple tricks like die cut windows allow for more creative possibilities and let consumers overlay chips to see how possible colors interact with each other. Some manufacturers are offering oversized color swatches through their websites.

The paint chip is an essential part of the purchase process. This simple tool presents countless opportunities in its presentation and information.

R.BIRD Patterns | about design in consumer packaging

Structure 14 Paints & Coatings

Structure

Structure

Paint is still predominantly sold in the traditional cylindrical tin can with a pry-off lid. Modern technology has enabled this same form to be created using plastics, either in its entirety or in part. Industrial design and new materials have spawned a few unique variations on the old standard.

Response

The vernacular of the traditional paint/spray can has become synonymous ZLWK�EX\LQJ�SDLQW��'XWFK�%R\·V�HDV\�SRXU�FRQWDLQHU�ZLWK�KDQGOH�ZDV�VHHQ�DV�a breakthrough when introduced and could well be attributed to reigniting the brand among consumers who were intimidated by messy cleanups. NaturePaint, sold as a powder, uses the familiar tin-can structure, but elongated for differentiation, while making the connection back to traditional paint cans.

R.BIRD Patterns | about design in consumer packaging

Paints & Coatings 19 Co-branding

Co-branding

Co-branding

Co-branding into the paint category has brought renewed life and new SRVVLELOLWLHV�WR�PDQXIDFWXUHUV�DQG�PDUNHWHUV�DOLNH��:KHWKHU�LW·V�DQ�ingredient HQGRUVHPHQW��D�GHVLJQHU·V�QDPH��RU�DQ�DSSURSULDWH�DIY TV show, these partnerships all have ties to color, design, decorating and lifestyle.

Response

With new nanotechnologies, we are starting to think beyond the world of home decor and may soon see partnerships with suppliers of branded fragrances, stain repelling qualities and possibly germ and disease fighting features. All are potential partnerships to be cultivated.

Color 20 Paints & Coatings

R.BIRD Patterns™ | about design in consumer packaging

Color

In a category whose product is color, how can a brand create a presence that VWDQGV�RXW�IURP�WKH�HQWLUH�YLVXDO�VSHFWUXP"�

Response

7KH�DQVZHU�LV�LQ�´V\VWHPV�µ�,Q�DQ\�RYHU�VDWXUDWHG�FDWHJRU\��LW·V�QHFHVVDU\�to build a simple, bold and clear brand identity system that is consistently and systematically applied. The power of brand systems cannot be underestimated.

Color

Paints & Coatings 29 Gallery

R.BIRD Patterns | about design in consumer packaging

Keywords & Brands 34 Index

R.BIRD Patterns | about design in consumer packaging

Keywords & Brands

B

bottles 10

Brand2000 Series 11Accolade 25Ace 33Acry-Shield 33Advance 33Americana Classic 29Arborcoat 33Arm & Hammer 18, 19Aura 12, 18, 31Australian Timber Oil 29Behr 5, 6, 8, 9, 13, 22, 32ben 12Benjamin Moore 5, 9, 10, 12,

17, 18, 31, 32, 33Bennette 33Berger 33Breath easy 33Bright-Touch 33C2 31Cabot 5, 6, 13, 29California Paints 12, 18, 33Cashmere 21Chalkboard Clark Kensington 33Colorhouse 18Colory 24Concepts 33Concepts in Color 32De Beer 5Design by Globules 14Devoe Paint 5, 22, 31, 33Dirt Fighter 14Disney 19Donald Kaufman Color 25Dunn-Edwards 5, 31Duramax 11Dutch-Boy 5, 14Eddie Bauer 19Elements 12El Paso 15enso 31Essence 33Farrow & Ball 25Flawless 33Flood 30Freshaire 33Fresh-Coat 18Fresh Start 33Glidden 5, 7, 10, 21, 32

Gouash 15HANDy 30H&C 33HGTV 19Homebase 33Ideapaint 24Impressions 18INSLX 16Johnny 15Kelly-Moore 33Levis 15LoVo 31LV 15Manor Hall 33Marston & Langinger 31Martha Stewart Living 5, 6, 8,

9, 10, 17, 32Maximum 21Minwax 5, 13, 29, 33Modern Masters 16, 31Muralo 31Mythic 5, 12NanoKote 31Natura 9, 12, 18Nature Paint 14Olympic 5, 12, 13, 18, 21, 29,

33One 18, 293DLQWHU·V�7RXFK����Pittsburgh Paints 5, 33PPG 5Pratt & Lambert 5, 18ProClassic 33Purdy 30Quikrete 33RedSeal 18, 33Refresh 18Restoration Hardware 5, 25Restore 13, 26, 28Richards 33Royal 33Rust-Oleum 5, 16, 22, 23, 26,

28, 33Safecoat 33Scotch 29SealGrip 33Seal Krete 33Sherwin-Williams 5, 6, 7, 8, 9,

21, 32Signature 7Steen-Hansen 24Sure-Line 6

7KRPSVRQ·V���Ti3 11Topside 33 TrueValue 33Ultra 22Ultraplate 33Ultra Spec 33Valspar 5, 7, 10, 11, 14, 16,

19, 21, 22, 23, 26, 29, 33Varathane 29WaterSeal 5Waverly 7WeatherAll 33Wonder-Hide 33Wood Classics 32Wooster 30WTP 24YOLO 18, 33Zinsser 33

brochures 7, 9, 23, 32

C

chips 7, 8, 32choices 6, 7, 9, 11choosing 6. See also choicescoatings 16, 26, 27co-branding 19collateral 9. See also brochures;

See also chips; See also swatches

color 7, 8, 9, 10, 19, 20, 23, 25, 28, 29, 32

contractor 11

D

decorating 8, 17, 19, 24, 25, 27die cut 8differentiation 11, 14, 16, 22DIY 6, 17, 19, 23

E

elegant 25emotion 21endorsement 12, 19environment 6, 7, 9ergonomics 10, 14, 23experience 7, 10, 26exterior 13, 23

F

Facebook 27ÁRZ����fragrances 19

Index 35 Keywords & Brands

R.BIRD Patterns | about design in consumer packaging

I

industrial design 14information 8ingredient 19innovation 14, 23Instagram 27interactive 27, 28, 32interior 9, 13, 23, 25

L

lifestyle 7, 19

M

materials 12, 14, 23mobile 28

O

organic 12

P

paint can 6, 14, 15, 23personas 18Pinterest 27premium 9, 22, 24, 25presentation 7, 8, 10, 16professional 11, 17, 25purity 21

Q

quality 21, 25

R

retail 6, 17, 30

S

samples 10segment 11, 12, 13, 16, 18shields 12simple 8, 15, 18, 24, 25social 3, 27spray 14, 15, 23stains 13store 6, 23structure 14sub-branding 11, 12, 13, 16, 18,

29, 31surface 16swatches 8, 10, 28systems 8, 17, 26

T

technology 19, 27, 28Tongal 27Twitter 27

U

ultra 22unexpected 15

W

waves 21wood 13