Paint-maker AkzoNobel announces Heart Wood as 2018 “Colour of the Year”
FOLLOWING continuous expert research into trends, insights and consumer behaviours, paint manufacturer AkzoNobel has named heartwood as the colour of 2018.
A subtle and warm tone of grown-up pink, it draws from the tactile qualities of natural wood and leather, conveying comfort and ease in response to consumers wanting to nestle down more and create a “welcome home”.
The research was conducted by the colour team at AkzoNobel’s Global Aesthetic Centre, together with a group of 11 international experts. It revealed a strong overarching trend of consumers wanting to transform their homes into spaces of retreat from the outside world.
“As life gets faster, now is the time to press pause,” said Heleen Van Gent, creative director at the company’s Global Aesthetic Centre. “Our home needs to be a place where we can turn down the noise, where we can nurture our values and recharge. Colour can play a significant role in addressing the balance between outside clamour and inner calm.
“Heartwood and its four complementary colours will help consumers achieve a home that is truly and uniquely theirs, bringing a feeling of safety and reassurance, creating a welcome home for all.”
Insights from extensive research reveal that we live in a world of unpredictability, with access to more information and choices than ever. Now is the time to retreat into the comfort of our homes, where we can turn down the noise and pamper ourselves.
The “Welcome Home” is the heartwood home. It combines gentle shades of grey-pink, blues and soft cocoa flowing into bolder shades of ink blue and purple. It takes inspiration from the tactile qualities of natural wood and the comfort of leather, materials that customers are known to turn to during times of unpredictability. Calming and restorative, Heart Wood gives a sense of connection between the inside and outside world. The Heartwood Home palette blends harmoniously with the materials from which the hero colour takes its inspiration.
The “Comforting Home” creates an environment in which to truly recharge and reset the mind. Warm earth tones permeate this home, bringing together clay and blush pink tones to calm the mind, soothe the senses and shut out the noise. Rich, welcoming textures such as silk and velvet create a highly tactile space.
This home is perfect for the warm-hearted persona seeking to reconnect with themselves. Using minimal technology, this person brings nature into their home in a controlled way and beautifully balances aesthetics with function in their interior design choices. Comforting hardwoods and tactile textures are staples for them.
The “Inviting Home” brings comfort and convenience to life for those seeking to strengthen bonds and bring family and friends together. Cool shades of blue encourage a clear-headed approach to life, while neutrals and fresh green support the need for connection with the outside world. Softer pastel shades are enhanced by coal and ink blue.
Typically a space for shared quality time, this is perfect for the open-hearted persona. Inclusive, optimistic and collaborative, it’s a space where they can gather with friends and family, bringing comfort through community. Technology is used sparingly and to bring people together in their homes, while the line between the outside and inside is fluid. Open-plan living is at the heart of this home, preferring gentle, hard-wearing natural fabrics that feel safe.
The “Playful Home” creates a space to be inspired and invigorate the senses. Yellow-toned green and gold help spark the synapses and encourage a creative approach to life. Pops of colour add a sense of fun and energy, while clever use of colour can help create different zones within smaller spaces.
This home is for the light-hearted persona, curious, adventurous and adaptable. During times of unpredictability, this person looks outwards rather than shutting off and faces the outside world head-on. Early adopters of technology that is seamlessly integrated into their homes, they seek energy, experience and creativity, supplemented by the wealth of time they spend outdoors. Multi-functional, smaller spaces work with natural textures and fun patterns.