Volume 2 / 11.10

We hope you enjoy this literary and visual experience, compliments of The Sherwin-Williams Color Marketing & Design Services Department. The second edition will explore some current conditions and interests that drive this market. We will examine and define color trends that are influencing the entire New Residential Market Segment for 2011

consumerism post-consumerism anti-consumerism
enoughism simple living conspicuous-consumption
commercialism consumer capitalism economic materialism
post materialism proucerism eco-friendly
sustainability small house movement globalism

What's the New Standard?

In response to the recession, people have radically re-defined the way they live. This change is very apparent in the New Residential marketplace. Emerging fromthe ashes of materialism and consumption, a new consciousness has surfaced. An altruistic sense of what is responsible and permissible. Reflexively, homebuilders are having to re-invent the way they do business. Future consumers will be design conscious, budget conscious and environmentally conscious.

In addition to scaling back floorplans, home builders are cutting out some of the grand, yet inefficient extras that have dominated new residential construction. Twenty foot, sky-high foyers and hotel sized master suites are being exchanged for more compact floor plans with multi-use spaces. The average ceiling height is coming down to create a more comfortable plan with close and cozy quarters. Sustainability, energy efficiency and green living continue to dominate consumer’s wish lists. Upgraded finishes are still important, but on a smaller scale.

The need for an extended family living quarter has also emerged as a new trend. Post college, early 20 something’s are moving back in with parents while they job hunt. Alternately, aging parents are moving in with their children, instead of spending hard earned dollars and dwindled savings in assisted care facilities or nursing homes.

2011 New Residential Trends

Tighter lending practices have left home buyers able to afford less. Small, reasonably priced new homes are gaining popularity as consumer concern about energy prices, transportation, life / work balance and sustainability outweigh the need for frivolous extras and wasted space. Efficient and family oriented; watch cottage, bungalow or single level homes lead the trend in affordable home design.

ColorPalette 2011

The 2011 New Residential Color Palette represents a broad shift from the brightly rendered hues of 2010. These colors imbue a much more somber personality. Soft plums, blues, browns and grays, pair well with basic and elemental neutrals. Distressed wood finishes, natural and knobby textiles, aged, oxidized and patina’ed metal – complete the look of this grounded aesthetic. Scarred and weathered…but somehow strong and lasting. Even the brighter tones of the palette are serious, strong, dependable colors. Reflective of our stressed out economy, this trend in color should last well into the forecast of 2012.

Sierra Redwood
Classic Light Buff
Urban Putty
Empire Gold
Garden Grove
Svelte Sage
Queen Anne Lilac
Quilt Gold
Red Clover
Rice Paddy
Rice Grain
Loch Blue
Dutch Cocoa
Bracing Blue
Light French Gray

Due to the printing process, colors shown approximate to the actual color.

Whether to Weathered

Emerging as one of the more prominent trends in texture and finish – is the concept of raw – or physically unrefined materials. Weathered and distressed wood, re-purposed furniture, found objects, reclaimed architectural details, rustic metal and recycled finishes to name just a few. Complimenting this rusticity are strong graphic fabrics like ikat and bold damasks.

A very chic and bohemian look. Strong patterns, paired with weathered finishes and combined with organic, natural forms create a very grounded and authentic look for 2011 and beyond.

still going, and going ... GREEN

Our GreenSure™ Designation
We believe the optimal green coating should do two things: minimize the impact on air quality and deliver maximum performance.

Criteria for our GreenSure™ Designation
Products with the GreenSure™ designation are designed and manufactured taking steps to reduce environmental impact and to meet or exceed the most stringent regulatory requirements.

GreenSure™ Architectural Coatings

  • Harmony® Interior Latex
  • Builders Solution® Interior Latex
  • Duration Home™ Interior

Visit www.swgreensure.com for the requirements our products must meet to be designated as GreenSure™.

GREENGUARD™ Indoor Air Quality Certified
The GREENGUARD™ Environmental Institute (GEI) “is an industryindependent, non-profit organization that oversees the GREENGUARD™ Certification Program. As an ANSI Authorized Standards Developer, GEI establishes acceptable indoor air standards for indoor products, environments, and buildings. GEI’s mission is to improve public health and quality of life through programs that improve indoor air. A GEI Advisory Board consisting of independent volunteers, who are renowned experts in the areas of indoor air quality, public and environmental health, building design and construction, and public policy, provides guidance and leadership to GEI.”

The Sherwin-Williams products that are GreenGuard Indoor Air Quality Certified® and GreenGuard Certified for Children and Schools are:

  • Harmony, ProGreen 200
  • ProIndustrial 0VOC Acrylic
  • ProIndustrial ProCryl
  • PrepRite Block Filler
  • ProSelect Stampede TX-1 Textured Polyurethane Sealant

Learn more about GEI : www.greenguard.org

For more information about custom Color Marketing & Design Services contact your local Sherwin-Williams representative.