Color Trends for 2021? Sherwin-Williams' ColorMix Forecast, Oct. 27, IWF Connect

Bill Esler

CLEVELAND – At IWF Connect, Lauren West, Global Color & Design Director for Industrial Wood Products at Sherwin-Wiiliams, will share the inspiration and influences behind the paint and coating firm's "2021 Colormix Forecast, Rhythm of Color."

The Primetime address takes place at 10 am Eastern on Tuesday, Oct. 27, Day 2 of IWF Connect, the woodworking industry 5-day virtual trade show.

West, who joined Sherwin-Williams in 2017, is responsible for global color, design and marketing efforts for kitchen cabinets, furniture, building products, flooring, architectural millwork and specialty wood product market segments. Along with a team of color stylists, she oversees color trend and lifestyle monitoring, research and analysis to assist customers around the world in selecting coatings for retail appeal.

She holds a degree in interior design from Radford University, beginning her career as an interior designer for furniture firms Wayside, Bassett and for 15 years, Natuzzi Group. West is an executive vice president with the International Society of Furniture Designers and an associate member of the Interior Design Society.  

Sherwin-Williams 2021 Colormix Forecast, Rhythm of Color, was announced in September. The collection of 40 hues across four palettes approaches color as a balance between fast and slow, quiet and expressive, and virtual and physical. The forecast is designed to bring the pulse of color to any space, and it is adapted to the products of wood and other industrial manufacturers, as well as architects and designers, in their selection of paints and fabrics. 

“We started telling a story last year about using color to help us feel grounded as we were headed into a new decade," said Sue Wadden, director of color marketing at Sherwin-Williams, who oversees color research. "The rhythm of color is examining where we’ve been to help inform where we’re going and to help us create that central hub that is so vital to our everyday living and working now.” 

To improve control on color specification and mixing for paints and coatings, Sherwin-Williams has introduced systems at the International Woodworking Fair, such as the Aurora System for establishing and recording color mix formulas, and ColorExpress, a speedy system for custom colors unveiled at IWF 2018.  

Sherwin-Williams is also currently a client for a major project involving interior design and color. It announced last month it had contracted a team to build a 1 million-square-foot headquarters in Cleveland, and a 500,000-square-foot research and development facility. 

The Sherwin-Williams Global Forecast Team of color professionals spent time researching color, design and pop culture trends across the globe. They held a workshop to discuss and debate their research, leading to the final forecast of bright and bold blues, muddy greens, muted reds, bright pinks and warm whites the West will describe in her presentation.  October 27 at IWF Connect. Learn more and register>>


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