Toning up the paint department

lI oT PRICE. Not service, Not l! variety. Perhaps the greatest factor in paint selection is color. And with increasingly sophisticated, fashion conscious customers, it pays to know hue's who.

Story at a Glane

Selling color is key to merchandising paint. jeweltones and textures are in . .. southwestern colors still hot.

Colors follow distinct fashion cycles. Changes, while not always gradual, are usually progressional. Consumers have made major investments in semi-permanent home furnishings, such as furniture, carpeting, countertops and appliances, so new shades must be compatible with the colors already in place. The ideal is to take the '80s look into the '90s.

"We'll be seeing brighter, more saturated colors in the '90s, jewel tones like aquamarine, amethyst and emerald green," says Chris McKenna, vice president/marketing, Plasti-Kote Co., Inc.

These colors are replacing the now overexposed mauve and grayblues ofthe 1980s. But the newjewel tones blend nicely with the earlier shades. providing an easy. instant update.

"Southwestern colors. which everyone thought would quickly be 'in' andthen 'out', are getting stronger," he says. "We'll continue to see lots of corals. some violets and teals. "

And white, McKenna says, is stronger than ever. New grayedwhites and yellow-whites aim for a pristine yet cozy look. Out is the slick, perfect, untouchable white. In are casual, natural, creamy, soft offwhites.

To contrast neutral backgrounds, textured surfaces provide interest. Many manufacturers now offer simulated stone, granite and marble "fleck" coatings.

A growing number of retailers are using computers to achieve these new colors. Some systems quickly analyze color swatches to produce the right paint formula. Some computer design systems feature color visualizers to allow consumers to review on-screen layouts in different color combinations.

The key is to stay in step with design conscious shoppers. "Working with these interior-aware consumers and offering them the latest new looks will keep retail profits looking good," McKenna says.

Add-On Opportunities

Many retailers offer low margins on the paint itself and make up the difference on accessories. Reminding customers not to forget the brushes or the rollers may save them a trip back to the storein the middle of their project. And they'll see the suggestion as a favor rather than a sales ploy.

So keep handy: brushes, roller covers and frames, sprayers, mixing sticks, trays, lid lifters, can handles, brush rests, pour spouts, spray texture machines, extension poles, tape, drop cloths, surface preparation materials, thinners, scrapers and turpentine.

Posts, poles, pilings, timber, crossarms, grapestakes, dimension lumber.

Pacific Wood Preserving of Bakersfield produces virtually all pressure treated wood products. And, with computerized inventory control, Pacific Wood Preserving of Bakersfield off ers accurate and comolete service. A single phone call can put this complete capability to work f or you. Call today:

Steve Byan Genera Manaqer

In Ca iforn a (800)582-3950

Outside Calitornia (805) 833-0429

FireRetardant-Treated Wood U.L. Approved

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