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GLIDDEN Paint Brings Better Color To A Store Near You

PITTSBURGH, June 3, 2014 /PRNewswire/ -- GLIDDEN® paint, a product of PPG Industries (NYSE: PPG) announced today that the brand will reveal its anticipated new palette at The Home Depot locations across the nation starting June 1. The brand optimized the palette based on consumer preferences and behaviors, as well as trending colors to give DIYers the best hues for their painting projects.

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The Glidden team drew inspiration from a variety of sources to create an optimized palette reflecting colors consumers actually want to live with.

"We found in our research that while consumers are generally confident about what color family they want, most experience a great deal of difficulty in selecting the exact shade to put on the wall," said Rob Horton, PPG director of marketing, architectural coatings. "The new color palette for Glidden paint was thoroughly researched to make color selection less daunting and to help consumers clearly visualize how each color will work in their homes."

To arrive at the 488-color palette, the Glidden paint color team extensively researched what customers really want and how they process color. They sorted through tint sales data, reviewed website traffic, and studied color sample movement throughout the U.S., Canada and Puerto Rico to assess customers' purchasing habits. For example, the team found that the neutral color family accounted for 60 percent of Glidden paint sales and so ensured that it had a starring role in the new color palette.

The Glidden color team also scoured social media websites such as Pinterest, home and decorating publications such as House Beautiful, Elle Decor and Veranda, and catalogs from retailers such as Crate & Barrel, IKEA, and J.Crew to get a sense of trending styles and the different ways people are incorporating color into their homes. They created an inspiration board for eight featured color families and filled them with magazine and catalog clippings that helped evolve and shape the new color palette. As these inspiration boards are a reflection of the Glidden paint customer, the color team was able to make direct connections to how customers actually use color in their lives.

According to Barbara Richardson, PPG manager of color marketing, "All of these connections allow us to truly understand the way people incorporate color into their homes and the reasoning behind their color choices. Our customers are very important to us, so the insights we gather from our research are used directly to build our color program."

In addition, a new retail display will feature the eight color families, divided into three groups to provide simple navigation toward the perfect color selection. The Glidden paint color chips have also been revamped to help consumers with the color selection process.

Each chip displays a photograph of a room in the featured color to help customers visualize what the paint would look like in their home; a "step up" and a "step down" hue to help consumers pick just the right shade; and recommendations for coordinating colors.

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