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AkzoNobel’s Wood Coatings business digs into 2021 Color of the Year

AkzoNobel reveals Brave Ground™ as the Color of the Year 2021. It’s a warm and grounding neutral shade that gives us the courage to embrace change.

In a world where unprecedented events and experiences have become commonplace, our extensive global trend research indicates that what people need most is to feel the ground beneath their feet. Taking comfort in simple things emboldens us to express ourselves, stand up for what we believe and make new connections from the past to the future.

“We use the Color of the Year and its complementary palettes across all the wood segments, including furniture, flooring, cabinetry and building products,” says Rob Haley, Color Trends Manager for the company’s Wood Coatings business. “We’re part of it from the beginning, as our wood coatings color experts work closely with AkzoNobel’s global color and design team to develop on-trend palettes for a variety of paints and coatings customers.

Those trends and color palettes – based on what’s happening in architectural color, soft-furnishings and fashion – are then translated for wood coatings. Because customers are often applying wood coatings to play and blend with the substrate, rather than directly onto a white surface, specially crafted finishes are required for different products. Four unique color palettes have been created for use with specific wood products – Expressive, Trust, Time, Earth– each featuring the Color of the Year.

The Wood Coatings design team works with furniture designers around the world to create overall looks and feels in wood finishes. With techniques such as wire brushing and heavy distressing, it’s just as much about the touch and feel of our coatings as it is about the color. The highly trained technical service team ensures that the finishes are robust and can be industrialized.

“Homeowners and designers want to try new things and combine the old with the new, both in color and style,” continues Haley. “We want to inspire and empower our customers and help them to achieve a contemporary and personal aesthetic as they transform living spaces and working environments.”  

For more information about the 2021 Color of the Year, follow the news this website.