Collaborative colours
By building Jotun’s brand as the industry’s leading colour expert, the company has positioned itself
as a global trendsetter in home décor and interior design.
First introduced in 2013, Jotun’s Global Colour Trends, a
collection of handpicked colour schemes selected to reflect
a different theme each year, has become one of the Jotun’s
main sales drivers in the Decorative Paints segment. By
providing consumers, designers and architects access to the
latest colour trends and presenting them in a way that makes
colour selection easier, Jotun helps guide them to the colour
schemes that best reflect their personal style.
TEAM EFFORT
The annual development, production and marketing of
Global Colour Trends requires the active collaboration of
Jotun personnel in different departments, regions, and
countries. Jotun also works closely with top designers,
photographers, and event organisers to maximise the impact
of each launch. The process begins with a multinational team
of Jotun colour specialists tasked with identifying emerging
trends in colour and interior design. Each colour they select
is then individually formulated by Jotun’s in-house Colourant
Technology department. The colour schemes are assembled
in an attractive brochure, featuring interiors prepared by top
designers and translated into 15 different brand and language
versions. Each year, Global Colour Trends are presented
to interior designers, architects, the press, social media
influencers and consumers via carefully staged gala events,
gatherings and online presentations.
32 I Jotun Group Report 2021
The 2022 collection, organised around the theme “Together”,
combines newly developed colours complemented by
timeless hues carefully selected from the company’s extensive
archives. Designed to be mixed and matched, the 28 shades
can be deployed in countless combinations to create 21st
century interiors that relax, energise, and inspire. While events
connected to the launch of Colour Trends 2022 were impacted
by the coronavirus pandemic in some regions, the new
collection helped reinforce Jotun’s growing reputation as an
industry specialist on colour.
ADAPTING TO CONSUMER PREFERENCES
Over the past two years, government mandated “stay at
home” orders have changed consumer buying habits. To
reach key stakeholders in their homes, Jotun has invested in
various digital tools and social media engagement initiatives
to inspire consumers. For example, in 2020, Jotun launched a
global consumer website that allows consumers to customise
their search preferences by colour and product, view different
colour schemes in different settings, scroll through design
blogs, and find their nearest dealer through a store locator.
In 2021, Jotun added a “chatbot” function in some markets,
providing consumers the opportunity to interact with Jotun
colour specialists or technical personnel via live chat. These
online decision support tools, working in combination with
the Jotun Global Colour Trends concept, not only strengthen
Jotun’s role as a colour specialist, but help simplify, guide and
shape consumer buying habits.
Our business / Jotun Decorative Paints