Technology: The Embrace And The Backlash

Sherwin-Williams 2007 Color Trend Forecast Reflects Growing Influence of Global Technology

ORLANDO, Fla. (February 7, 2007) - The Sherwin-Williams 2007 color trend forecast reflects a world that is immersed in - but at times overwhelmed by - the influence of technology.

"As technology continues to throw open windows to other worlds, we've become eager recipients, but also oversaturated audiences," said Sheri Thompson, director of color marketing and design for Sherwin-Williams. The dichotomy of technology, according to Thompson, is that it gives us more power than ever before, but also can make us feel overpowered. As a result, the latest color trends from Sherwin-Williams have a yin-yang polarity as we attempt to assimilate a constant flow of information, yet still maintain our unique place in the universe.

The 37 trend colors are grouped into five collections: Balanced Living, Sultry Origins, Understated Elegance, Virtual Re-Mix and Kinetic Contrast.

Balanced Living
There is nothing black and white about green. Our renewed appreciation for a balanced, healthy lifestyle is evident in organic living and wellness activities - and is the premise behind the Balanced Living color collection.

While technology makes us aware of environmental issues such as global warming and dwindling natural resources, we integrate those concepts on an individual basis by recycling and by using sustainable or natural goods in our homes.

"As the expression goes, we're thinking globally, but acting locally," said Thompson, pointing to an increased interest in botanical-inspired decorating motifs, grasscloth wallcoverings, woven leather accents, natural fibers and simple furnishings.

The Sherwin-Williams Balanced Living Collection is inspired by grassy green Inland (SW 6452) and a spectrum of blues, from the deep Naval (SW 6244) to jeweled Sapphire (SW 6963) to aqua Raindrop (SW 6485). The green and blue are offset by such hues as Gallant Gold (SW 6391), Exclusive Plum (SW 6263) and sun-yellow Butter Up (SW 6681).

Sultry Origins
From the fashions of Beverly Hills to the street couture of New York City, global ethnic influences are everywhere. A walk through any department store shows technology's ability to make us familiar with clothing designs from other countries. "The beaded and batik looks that filled the runways two years ago have been mass-reproduced and are now filling racks and shelves in stores across the nation," Thompson said.

Although we embrace the larger portal that technology gives us on the world, we still want to personalize our own view. The Sherwin-Williams Sultry Origins Collection mirrors how we're drawn to the intricate, handcrafted quality of unique home d'cor with a distinct, Old World feel.

This collection includes such spice-infused colors as Gingery (SW 6363), Aurora Brown (SW 2837) and Brassy (SW 6410), complemented by the bold tones of Fine Wine (SW 6307), Pennywise (SW 6349), Leather Bound (SW 6118) and Marooned (SW 6020).

Understated Elegance
In some cases, technology isn't just a window to a different world, it provides access to a luxury aesthetic at a variety of price points. "Improved supply-chain technologies are making once high-end finishes such as granite, travertine marble and polished metals available to more modest budgets," Thompson said. "And those finishes are further enhanced with sumptuous textiles that include cut velvet, rich tweeds and luminescent weaves."

Today's neutral palettes are sophisticated. Warm tones blend with cool. Natural materials add texture, depth and character. The Understated Elegance Collection is luxury made affordable.

This Sherwin-Williams collection shows the juxtaposition of tailored details and complex neutral hues. Colors include the urban-cool tones of Java (SW 6090), Rice Grain (SW 6155), Krypton (SW 6247) and Cyberspace (SW 7076). The collection is rounded out with the neutral shades of Practical Beige (SW 6100), Pacer White (SW 6098), Ivoire (SW 6127), Harmonic Tan (SW 6136), Mega Greige (SW 7031) and Warm Stone (SW 7032).

Virtual Re-Mix
Nostalgia is booming with the integration of past and present - the visual equivalent of a greatest-hits CD. "This trend marks a rebellion against the isolation that technology sometimes brings to our lives," Thompson said. "Yet, ironically, it's technology that gives us a lens to past eras and allows us to view a time when social interaction with family and friends were the norm."

The Sherwin-Williams Virtual Re-Mix Collection reflects the tendency to mix rather than match. It features such retro-inspired colors as Orchid (SW 0071), the mod green Antiquity (SW 6402) and blue Drizzle (SW 6479). The collection also includes the vintage classics of Black Swan (SW 6279), gray Storm Cloud (SW 6249) and deep coral Peppery (SW 6615).

Kinetic Contrast
Look to fashion and advertising and you will see the influence of the Kinetic Contrast Collection. Pulsating with energy and intense accents, this contemporary style is grounded with spare, minimalist backgrounds, geometric furniture and modern art.

Vibrant hues against backdrops of deep black and bright white are commonplace with tech gadgets like computer screens and plasma TVs, so it follows to infuse our homes with the same energetic appeal. The assertive shades of the blue Gulfstream (SW 6768), red Ablaze (SW 6870), purple Juneberry (SW 6573), Gold Crest (SW 6670) and Luau Green (SW 6712) play off the extremes of Bohemian Black (SW 6988) and Extra White (SW 7006) to create a Sherwin-Williams collection that vibrates with life.

About Sherwin-Williams
For over 140 years, Sherwin-Williams has satisfied the coating and color needs of builders, designers, specifiers, property managers and contractors. Sherwin-Williams provides fast, flexible, responsive local service and personalized, expert advice. More than 3,000 stores and 1,800 sales representatives make Sherwin-Williams North America's largest single-source supplier of high-quality paints, stains, masonry coatings and brand-name wall and floor coverings. Visit Sherwin-Williams on the Internet at www.sherwin-williams.com.

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