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Innovative Design System Ties Personality And Preferences To Color Selection

What do the color of your eyes, love of the English countryside and smell of freshly peeled oranges have to do with the colors of your home? According to Pittsburgh Paints, everything.

Pittsburgh Paints has introduced its new Voice of Color paint and color design system.

Driven by an innovative color evaluation tool, Voice of Color connects an individual's personality, style and interests with contemporary trends to reveal a personal color palette that helps consumers achieve color- perfect decorating. The Voice of Color is built on the premise that every color has an emotional association, and individuals are drawn to different colors for reasons inherently tied to their unique personalities.

Research shows that people express only five percent of their thoughts verbally. Individuals better identify preferences through images, emotional words, metaphors, and their senses.

"Recent behavioral studies indicate that people are searching for an emotional connection to the choices they make," said Josette Buisson, artistic director, Pittsburgh Paints. "They want their decisions to better reflect their individuality."

Additional research shows consumers are seeking more meaning from the products and services they purchase. To fill this need, manufacturers and marketers are providing tools that allow consumers to be co-creators of these products and services, delivering a more relevant buying and using experience. Industries as far reaching as music (iPOD) and computers (Dell) are responding to this consumer need. The Color Sense Game The starting point of the Voice of Color system is the Color Sense Game, a fun, research-based analysis tool that helps users gain an understanding of their color preferences.

Participants of the Color Sense Game respond to a number of questions on color influencers such as emotion, the five senses, dreams and core personality. For example, participants are asked to choose a phrase that best describes them. Choices include sensitive and thoughtful and cheerful and full of energy. Another question asks visitors to choose their dream preference, some of which include riding horses in Montana or taking a cruise off the Greek Islands aboard a luxury sailboat.

"Manufacturers and other influencers have traditionally dictated color selection for consumers," said Buisson, creator of the Color Sense Game. "Color preferences are unique. Many times, we're not even aware of why we like a color or how certain colors in tandem make us feel. Revealing our interests and traits brings us to a better understanding of why we gravitate to certain colors. It breeds confidence while simplifying the color selection process."

Preferences identified through the Color Sense Game reflect a primary and secondary color personality embodied by one of nine Pittsburgh Paints Harmony Collection color families. The Voice of Color design system provides consumers with tools, including two-ounce trial size paint samples, that help bring their Harmony Collection to life. The Voice of Color paint and color design system launched May 1.

All materials are available online and at more than 1,800 Pittsburgh Paints dealer locations nationwide.

Go to to find a dealer near you.

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