Colwell Inc., a Colwell Industries Inc. company, specializes in the design, manufacturing and distribution of merchandising tools for color and decorating products, and has produced sampling for a variety of products ranging from architectural and automotive coatings, metal finishes - even caskets - to cosmetics, carpet, fabric, wallcoverings, window treatments, and paper products. With over 100 years' experience in color and color technology, the company has not only survived the changing trends - its forward vision has allowed it to stay one step ahead.

Until a few decades ago, color choices were limited to a single color card showing ready-mixed coatings. If you wanted to paint your bedroom yellow, you selected the yellow on the card. The option of oil-based or acrylic latex didn't exist - even sheen levels were limited. The clerk in the hardware store simply located that color on the shelf and you were on your way. Today color systems have expanded to thousands of custom-mixed colors and are offered in a range of bases and finishes. In addition, nearly all decorative products have followed the 'fashion lead' and are now available in complex materials incorporating specialized additives that create dimension, translucency and reflective qualities.

Since color sampling products are usually simulations, and not the actual coating, Colwell develops formulations and production techniques that create a dead-on match for professional and consumer selection. And with new materials and products being created every day it takes more than a staff of full-time color technicians and engineers to keep up. Colwell 'scouts' are constantly on the lookout for emerging trends in color fashion, special finishes and materials, product design and marketing techniques. The following are some of the things they're finding, as it relates to decorative products, and what the company is doing to keep up with the changing trends.

The Educated Consumer

Although this access to information provides the consumer with more decision-making power, it can also be the source of confusion due to too many choices. That's where service comes in. One challenge big-box stores face is keeping knowledgeable people on staff or providing innovative and informational sampling tools for the do-it-yourselfers. And because so many fall short of these services, specialty shops are back-in-style welcoming the frustrated consumer with open arms, qualified advice and lots of special finishes and new products ... for a price. Ultimately the key to any retailer's success is to make the consumer comfortable and confident with their decisions. Product sampling and point of sale merchandising are two crucial elements in any marketing program.

Donovan Freeland is senior vice president of Sales and Marketing for Colwell Inc. Along with heading up Colwell's marketing efforts, Freeland keeps a close eye on consumer and merchandising trends, looking for ideas and opportunities that could lead to the creation of more effective sampling tools - and increased sales - for his clients. This information exchange often takes place during 'creative jam sessions,' which include Colwell's creative team, key technical advisors and of course, the client. "Manufacturers have made impressive advancements in the past several years in the development of new and truly improved products," Freeland says. "However, with the flood of options competing for the consumer's time, emotion and money, manufacturers and retailers are raising the bar in how they market and merchandise - and in the speed in which they deliver their products."

Technology has also improved the quality and effectiveness of in-store merchandising. "Borrowing from successes in other market segments, specialty eye-catching lighting is being integrated into more compelling color and sample displays at the in-store point of purchase. Many companies are taking the upscale route with sophisticated display design and lighting options in which to view the product." Freeland continues, "We also recognize that one shoe doesn't fit all, both in terms of marketing to specific target segments as well as the various market channel options. And there's the growing understanding of the importance of appealing to the female consumer via intellect and emotion. Larger and well-arranged product and color samples are being combined with simple how-to, lifestyle and visualization images."

With all of the information and options available to them, homeowners are taking a more active role in color and brand decisions - even if they hire a contractor to do the work for them. They usually know what they want but simply don't have the time or desire to do the work themselves, and can afford to hire the job out. If contractors want to remain competitive they'll need to have a flexible brand loyalty, based on their clients wishes, or be associated with a manufacturer with a varied color and product line. They must also be able to respond to requests for special finishes and to stay abreast of the latest developments in paint and application products.

Quick Change Artists: New Technology Makes Changing Color Fast and Easy

Simple changes in color sampling options have greatly reduced the amount of paint wasted by poor or uninformed color decisions. Now, instead of having to select a color from a 1" x 2" stripe on a card, many color displays in decorating centers offer larger individual chips, up to 4" x 7" in size. The customer can take the chip(s) home, compare them side-by-side on the wall under a realistic light source, and better visualize how the colors will look. Another technique, which is popular in Australia and New Zealand and is now starting to be used in the United States, is the availability of 'test pots' of color containing enough paint to cover a couple square feet of wall space. This allows the buyer to view that color on the actual surface to be painted before ordering larger quantities. According to Lisa Thieme, VP, technical coordinator and Research & Development manager at Colwell Inc., "Dispensing systems are more accurate than ever. The ability to dispense 1/768 of an ounce has helped increase the accuracy of first hit dispenses, thus making the color formulation better."

Keeping up with the Pace of Change

As technology perfected products that create special effects, every major industry followed. Some immediately ... and some with caution. "The first industries to step away from flat color were cosmetic companies and auto makers," Woelfel says. "Starting approximately five years ago, car manufacturers created highly color-shifting paints for special cars and collectors who bought them. As the demand for special finishes increased, auto manufacturers remained cautious because, while customers liked to look at special effect paints, they tended to purchase automobiles with more conservative finishes with a subtle and natural shift-similar to what's found naturally in minerals. Thus top auto makers report that up to 70% of their vehicles now feature metallic finishes."

"Two years ago, cosmetic companies began featuring products with sparkle, glitter and polish," says Woelfel. "These were targeted toward the younger, club-scene audience who were interested in what their cosmetics looked like under the play of flashing lights. These developments did not go unnoticed by the home fashion industry. Surfaces once austere and minimal are now painted, polished, glittered, patterned, beaded and texturized."

The 'Science' of Color Matching

When asked about what special effect finishes he sees emerging in the coated products industry, Don Woelfel, VP, technical director of Colwell Inc., responds, "By using tiny black and white beads (or particles) of plastic or rubber, coatings manufacturers have been able to enhance the tone and depth of colors with the dramatic appearance of texture. In addition, metallics including silvers, golds, bronzes, pewters and pearls are now available in base and translucent glaze coatings. Both of these developments allow the consumer to achieve various effects through different application techniques such as color washing, rag rolling, sponging, stippling, dragging and brushed metals." And how does Colwell replicate such effects? "To properly represent the special effects and finishes, Colwell had to develop bases and substrates compatible with the actual beads, metallics and pearls used in these new products. Coating equipment was modified to duplicate some of these decorative finishes. And in some cases, overprinting was used to represent various effects using glaze and multiple-color applications." Woelfel concludes, "We look forward to the challenge of representing new decorative paints in the future. What I'd really like to see now is a variety of colored beads for added sophistication of textured finishes."

Better Communication = Stronger Partnerships

This same technology extends outward. Ellen Mann, vice president of Account Services explains how digital technology has affected the service-oriented end of the business. "Once new technical advancements like the Internet, e-business-to-business and e-business-to-consumer were just new things to explore. Now, by taking advantage of this new technology, Colwell is becoming better business partners with our customers and suppliers." She adds, "More real-time information such as inventory levels and usage, along with shipment tracking, is available and accessible to all business partners. The new technology will provide opportunities to reduce inventory carrying costs and business transaction costs thus improving cash flow, in-stock service levels, and the overall level of service to our customers."

"When nothing is sure, everything's possible."
-- Margaret Drabble

Rising to the Challenge of Change

In keeping with its track record of change and success, Colwell's recent consolidation of its Indiana operations - Project 421 - has already begun to pay off. "This was by no means a 'downsizing' of our company," says Patrick VanArnam, president of Colwell Inc. "Instead, we moved all four of the mid-west manufacturing operations, and most of our personnel, into one state-of-the-art facility in Kendallville, IN. This increases our efficiencies through integrated account management services, stronger technical, engineering and production capabilities while eliminating the overhead costs of separate locations. We're confident that this strategic move will benefit both Colwell and it's customers, now and in the future."

For more information on color sampling, call 800/433.2394; visit www.colwellind.com; or Circle Number 73.

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• Colwell Inc., a Colwell Industries Inc. company