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Paints & Coatings

Original Date of Publication September 2013

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Designing Brand Corporate and Net ID R.BIRD & Company, Inc. USA • 888 317 8300 • 212 317 8300


Patterns: Paints & Coatings about design in consumer packaging

Published by R.BIRD & Company, Inc. 10 Bank Street White Plains, NY 10606 USA Copyright Š 2013 R.BIRD & Company, Inc. All rights reserved. This collection of research and observations is intended to stimulate creativity in the public interest and for education. The views and opinions expressed are solely those of R.BIRD & Company, Inc. We are not responsible for errors or omissions. The brands, trademarks and images referenced in this commentary and critique remain the property of their respective owners.


Table of Contents

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Paints & Coatings

Contents Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 Color Chips . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Sampling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Low VOC and “Green� . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 Wood Stains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 Not Paint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 Specialty Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 Faux Finishes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Sub-branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 Co-branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 Flow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21 Ultra Ordinary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 Ergonomics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23 Simple Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Elegance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25 Kits & Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Mobile Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28 Gallery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29 Keywords & Brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

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R.BIRD Patterns about design in consumer packaging


Introduction

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Paints & Coatings Introduction

Method

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R.BIRD Patterns about design in consumer packaging

Paints & Coatings


Paints & Coatings

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Overview

Overview Our observations included consideration of the brands shown above - and more. These products were found on-shelf in mass-market retail, specialty shops, big box superstores or online retailers.

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R.BIRD Patterns about design in consumer packaging

Overview


Color Chips

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Paints & Coatings

Color Chips

Color Chips Subtle scale of shades on a single card, uniquely cut die shapes, or information systems packed with suggested accent colors - manufacturers explore all options to make a connection and inform the consumer, giving them as much decorating power as possible.

Response Simple tricks like die cut windows allow for more creative possibilities and let consumers overlay chips to see how possible colors interact with each other. Some manufacturers are offering oversized color swatches through their websites. The paint chip is an essential part of the purchase process. This simple tool presents countless opportunities in its presentation and information.

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R.BIRD Patterns about design in consumer packaging


Structure

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Paints & Coatings

Structure

Structure Paint is still predominantly sold in the traditional cylindrical tin can with a pryoff lid. Modern technology has enabled this same form to be created using plastics, either in its entirety or in part. Industrial design and new materials have spawned a few unique variations on the old standard.

Response The vernacular of the traditional paint/spray can has become synonymous a breakthrough when introduced and could well be attributed to reigniting the brand among consumers who were intimidated by messy cleanups. NaturePaint, sold as a powder, uses the familiar tin-can structure, but elongated for differentiation, while making the connection back to traditional paint cans.

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R.BIRD Patterns about design in consumer packaging


Paints & Coatings

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Co-branding

Co-branding Co-branding into the paint category has brought renewed life and new ingredient DIY TV show, these partnerships all have ties to color, design, decorating and lifestyle.

Response With new nanotechnologies, we are starting to think beyond the world of home decor and may soon see partnerships with suppliers of branded fragrances, stain repelling qualities and possibly germ and disease fighting features. All are potential partnerships to be cultivated.

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R.BIRD Patterns about design in consumer packaging

Co-branding


Color

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Paints & Coatings

Color

Color In a category whose product is color, how can a brand create a presence that

Response to build a simple, bold and clear brand identity system that is consistently and systematically applied. The power of brand systems cannot be underestimated.

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R.BIRD Patterns™ about design in consumer packaging


Paints & Coatings

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R.BIRD Patterns about design in consumer packaging

Gallery


Keywords & Brands

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Index

Keywords & Brands B bottles 10 Brand 2000 Series 11 Accolade 25 Ace 33 Acry-Shield 33 Advance 33 Americana Classic 29 Arborcoat 33 Arm & Hammer 18, 19 Aura 12, 18, 31 Australian Timber Oil 29 Behr 5, 6, 8, 9, 13, 22, 32 ben 12 Benjamin Moore 5, 9, 10, 12, 17, 18, 31, 32, 33 Bennette 33 Berger 33 Breath easy 33 Bright-Touch 33 C2 31 Cabot 5, 6, 13, 29 California Paints 12, 18, 33 Cashmere 21 Chalkboard Clark Kensington 33 Colorhouse 18 Colory 24 Concepts 33 Concepts in Color 32 De Beer 5 Design by Globules 14 Devoe Paint 5, 22, 31, 33 Dirt Fighter 14 Disney 19 Donald Kaufman Color 25 Dunn-Edwards 5, 31 Duramax 11 Dutch-Boy 5, 14 Eddie Bauer 19 Elements 12 El Paso 15 enso 31 Essence 33 Farrow & Ball 25 Flawless 33 Flood 30 Freshaire 33 Fresh-Coat 18 Fresh Start 33 Glidden 5, 7, 10, 21, 32

Gouash 15 HANDy 30 H&C 33 HGTV 19 Homebase 33 Ideapaint 24 Impressions 18 INSLX 16 Johnny 15 Kelly-Moore 33 Levis 15 LoVo 31 LV 15 Manor Hall 33 Marston & Langinger 31 Martha Stewart Living 5, 6, 8, 9, 10, 17, 32 Maximum 21 Minwax 5, 13, 29, 33 Modern Masters 16, 31 Muralo 31 Mythic 5, 12 NanoKote 31 Natura 9, 12, 18 Nature Paint 14 Olympic 5, 12, 13, 18, 21, 29, 33 One 18, 29 Pittsburgh Paints 5, 33 PPG 5 Pratt & Lambert 5, 18 ProClassic 33 Purdy 30 Quikrete 33 RedSeal 18, 33 Refresh 18 Restoration Hardware 5, 25 Restore 13, 26, 28 Richards 33 Royal 33 Rust-Oleum 5, 16, 22, 23, 26, 28, 33 Safecoat 33 Scotch 29 SealGrip 33 Seal Krete 33 Sherwin-Williams 5, 6, 7, 8, 9, 21, 32 Signature 7 Steen-Hansen 24 Sure-Line 6

Ti3 11 Topside 33 TrueValue 33 Ultra 22 Ultraplate 33 Ultra Spec 33 Valspar 5, 7, 10, 11, 14, 16, 19, 21, 22, 23, 26, 29, 33 Varathane 29 WaterSeal 5 Waverly 7 WeatherAll 33 Wonder-Hide 33 Wood Classics 32 Wooster 30 WTP 24 YOLO 18, 33 Zinsser 33 brochures 7, 9, 23, 32 C chips 7, 8, 32 choices 6, 7, 9, 11 choosing 6. See also choices coatings 16, 26, 27 co-branding 19 collateral 9. See also brochures; See also chips; See also swatches color 7, 8, 9, 10, 19, 20, 23, 25, 28, 29, 32 contractor 11 D decorating 8, 17, 19, 24, 25, 27 die cut 8 differentiation 11, 14, 16, 22 DIY 6, 17, 19, 23 E elegant 25 emotion 21 endorsement 12, 19 environment 6, 7, 9 ergonomics 10, 14, 23 experience 7, 10, 26 exterior 13, 23 F Facebook 27 fragrances 19

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R.BIRD Patterns about design in consumer packaging


Index

I industrial design 14 information 8 ingredient 19 innovation 14, 23 Instagram 27 interactive 27, 28, 32 interior 9, 13, 23, 25

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U ultra 22 unexpected 15 W waves 21 wood 13

L lifestyle 7, 19 M materials 12, 14, 23 mobile 28 O organic 12 P paint can 6, 14, 15, 23 personas 18 Pinterest 27 premium 9, 22, 24, 25 presentation 7, 8, 10, 16 professional 11, 17, 25 purity 21 Q quality 21, 25 R retail 6, 17, 30 S samples 10 segment 11, 12, 13, 16, 18 shields 12 simple 8, 15, 18, 24, 25 social 3, 27 spray 14, 15, 23 stains 13 store 6, 23 structure 14 sub-branding 11, 12, 13, 16, 18, 29, 31 surface 16 swatches 8, 10, 28 systems 8, 17, 26 T technology 19, 27, 28 Tongal 27 Twitter 27

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R.BIRD Patterns about design in consumer packaging

Keywords & Brands


Patterns: Paints & Coatings Package Design