Benjamin Moore & Company says its new “eye-candy” palette, “Color Stories,” represents something of a breakthrough in color science.
The palette is made up of 240 hues characterized by a high degree of clarity, purity and richness as a result of formulation with more pigments in precise amounts, the company says.
Benjamin Moore & Company
|Colors that are clear, pure and rich are featured in Benjamin Moore’s latest color palette.|
“We have broken all the rules with the creation of Color Stories, and have achieved colors we’ve never been able to before,” said Ray Gomez, director of color marketing.
“These are full-spectrum paint colors, meaning that we’re combining anywhere between five and seven pigments, using no black or gray tints. Conventional colors use only three pigments and often fill in with black or gray.”
The company says zero-VOC pigments and colorants are used in its Aura brand paints, which are the only products available in the Color Stories palette. In addition, Benjamin Moore said it launches new color palettes only when a “valid breakthrough” in technology is involved. The last such roll-out was Affinity, introduced together with Aura paint in 2006.
Gomez says the research and development to build this initial full spectrum palette is ongoing.
By organizing Color Stories according to the fundamental color families, the Benjamin Moore team created eight descriptive volumes: Earthen Hues, Elemental Greens, Fiery Sunset, Fluid Blues, Golden Fields, Naturally Neutral, Shades of Gray, and Violet Twilight.
Gomez says the new palette is expected to “resonate largely with architects and interior designers as well as consumers who have a discerning eye for color and how it is individually perceived.”
The company says select authorized retailers will be equipped to mix the hues in the palette.
“The retailers who take on Color Stories will really qualify as paint mixologists, because the process requires such infallible accuracy,” Gomez said.
The colors can be ordered in gallon, quart or pint sizes of Aura only, in matte, eggshell, semi-gloss, and satin finishes.
More information: www.benjaminmoore.com/colorstories.