The Art and Science of Naming Paint Colors: A Colorful Journey

The process of naming paint colors is a blend of creativity, strategy, and marketing acumen. Paint manufacturers employ various methods to christen their hues, ranging from committee decisions to individual choices. The goal is to create names that are not only memorable and unique but also reflective of the color's mood and potential use in homes.

Joa Studholme, color curator for Farrow & Ball, shares an anecdote about naming a gray shade "Plummett" after observing a fishing weight. This illustrates how inspiration can strike from unexpected sources. Similarly, other companies draw ideas from nature, food, travel, emotions, and personal experiences.

"People aren't asking for a pale yellow and walking away with the other … which is more of like a pinky red."

This quote highlights the importance of distinct names to prevent customer confusion. Benjamin Moore, with over 3,500 shades, recently renamed a yellow shade from "Wildflowers" to "Vernazza Yellow" to differentiate it from a similarly named red hue.

Naming whites and neutrals presents a particular challenge for color experts. Ashley McCollum, color marketing manager at PPG Architectural Coatings, notes that brainstorming sessions for these shades often take twice as long due to the need for unique yet appropriate names.

The naming process also reflects current trends and cultural references. For instance, Erika Woelfel of Behr points out that "avocado toast" as a color name resonates with today's consumers, unlike 15 years ago. However, companies must balance trendiness with longevity to ensure names remain relevant over time.

Interestingly, the human eye can distinguish about 10 million different colors, a fact that underscores the complexity of the color naming task. The Pantone Color Matching System, developed in 1963, has played a significant role in standardizing color communication across industries.

Some color names have fascinating histories. The color "mauve" was accidentally discovered in 1856 by William Henry Perkin, leading to the creation of the first synthetic dye, "mauveine," patented in 1857. This discovery revolutionized the textile industry and influenced color perception in the modern era.

The impact of color names on sales and customer perception is substantial. Natalie Ebel, co-founder of Backdrop, shares that an earthy pink called "36 Hours in Marrakesh" became a bestseller during the pandemic, likely due to people's desire for escapism and travel.

In conclusion, the art of naming paint colors is a nuanced process that combines creativity, marketing savvy, and an understanding of human psychology. As the paint industry continues to evolve, so too will the colorful language used to describe the hues that adorn our walls.