PPG PAINTS Brand Unveils 2018 Color of the Year: Black Flame

Sophisticated, unexpected neutral fulfills craving for comfort,
privacy and hope

CRANBERRY TOWNSHIP, Pa.–(BUSINESS WIRE)–This upcoming year, dress your home in the new neutral: the PPG PAINTS™
brand’s 2018 Color of the Year, Black Flame (PPG1043-7). According to
PPG color experts, this statement-making black, infused with an
undertone of the deepest indigo, evokes the privacy, hope and classic
modernism that many consumers crave today. Embodying the spirit of a
tailored tuxedo or a little black dress, it is dressed-up, coveted,
unapologetic and – most importantly – timeless.

“Black Flame acts like a black curtain, allowing your other décor
elements to take center stage,” said Dee Schlotter, PPG senior color
marketing manager. “It’s a fantastic blend of black and indigo, two
classic hues. Black creates the silence we crave in an information-heavy
world, while the indigo offers possibility and a deep hopefulness. The
blend of two colors makes it incredibly versatile – use it on a
statement wall, with a matte finish on a ceiling, with high gloss on a
naturally-lit staircase, on cabinets, interior and exterior doors, and
in many more places. The versatile hue can also provide strength and a
modern luxe vibe to spaces with a lot of whites, blush pinks and soft
pastels.”

The color was unanimously selected by PPG’s more than 20 color stylists
from around the world, who specialize in industries such as consumer
electronics, architectural, automotive and aerospace. These experts
study consumer insights, building material trends, décor trends and more
to select a color forecast that resonates and is reflective of current
consumer attitudes.

“We’re already seeing retailers reinventing the classic black hue in the
form of building materials such as wood flooring, black tile, cabinets
and window frames, as well as matte black appliances and décor items,”
Schlotter noted.

“Black is often referred to as the absence of color, but it also
signifies a rebirth. It has the unique ability to take away weakness in
a space and allow for regeneration to make it even stronger,” she said.
“Our societal craving for privacy is the catalyst to being tracked by
technology, overworked and pressured to overshare via social media.
PPG’s research showed some consumers want to balance this social
obligation by hiding portions of their personal life from the public
eye, which are reflected in their home décor and paint color
preferences.”

With society facing overstimulation and a need to take refuge, PPG
Paints brand’s Black Flame offers a comforting retreat, and a chance
to start new, she added. This color is the anchor color in the broader
2018 PPG Global Color Trends palettes, which encompasses four themes
that connect and resonate with current consumer mindsets.

The Retreater theme addresses consumers’ growing need to
regularly withdraw from the pressures, chaos and overstimulation that so
often come with daily life, and create hygge – a popular Danish concept
that embodies all things comforting and cozy. It underscores living
well, finding quiet time, making space for one’s self and creating
opportunities for calm, balance and peace. Light, airy tones in the
palette, such as the PPG Paints brand’s Warmstone, a barely-there
blush; Suntan, the perfect nude; Flagstone, a cool gray; and Cuppa
Coffee, a warm, woodlike tone, provide subtle hints of color that can be
considered neutrals. These hues offer a welcomed escape from a chaotic
world.

The Dream Weaver color collection resonates with consumers who
embody a perpetual ability to shine, live a free-spirited lifestyle and
find creativity under any circumstance. They are the dreamers who hold
the light when others prefer to go dark and retreat, which can be shown
by their impossible-to-ignore color choices. Muted and ethereal brights
round out the collection, with PPG Paints brand colors including
Lovely Lilac, a dream-like periwinkle; Summer Sunset, a warm coral;
Brandy Snaps, a dusty mauve; and Secret Safari, an earthy green.

The Commoner color palette connects to consumers who are
attracted to popular minimalist Nordic-inspired designs, which emphasize
going back to basics. Consumers relating most to this palette aspire to
accumulate less yet experience more, serve as guardians of the
environment, and live with a nomadic spirit. The palette offers
unassuming, straightforward PPG Paints brand primary colors such
as Mountain Lake, a classic navy; Red Gumball, a deep red; and
Grassroots, an organic yellow-green.

The Brave color story reflects a new design mentality that mimics
consumers’ growing yearning for protection, strength and stability to
feel safe during uncertain times. The palette evokes feelings of
elegance and grandeur, which appeal to consumers’ unwillingness to feel
small or disregarded in light of current societal landscapes. The deep,
rich colors that make up this substantial palette will be certain to
turn heads in any space, including PPG Paints brand colors
Charcoal Smoke, a rich forest green; Pinot Noir, a luxurious purple; and
Black Elegance, a black with just a hint of gray.

To try Black Flame, or any of the 2018 Global Color Trends hues on your
walls, use PPG’s new online
virtual room painter tool before visiting a paint store or lifting a
brush. The tool offers advanced technology to apply any color to an
uploaded photo of your own space, browse designer color collections and
more.

The PPG Paints brand and its national store network are dedicated
to providing exceptional paint, expertise and supplies to painting
contractors across all industry segments. The brand meets all painting
needs with a broad and deep product line, outstanding technical support
and individualized customer service, including timely delivery and
state-of-the-art color matching through the PPG THE VOICE OF COLOR^®
platform. PPG Paints products are readily available across the
nation from a network of more than 2,400 locations including independent
dealers and PPG Paints stores. To find the store nearest you,
visit www.ppgpaints.com/store-locator.

EDITOR’S NOTE: For more information, imagery and assets on the PPG
Paints brand’s 2018 Color of the Year, visit our online newsroom: http://newsroom.ppg.com/coty2018

PPG’s architectural coatings business in the U.S. and Canada is an
industry leader in residential and commercial coatings, delivering the
latest technologies and operational advancements through its strong
portfolio of brands. It manufactures and sells interior and exterior
paints, stains, caulks, repair products, adhesives and sealants for
homeowners and professionals. Its distribution network includes more
than 15,000 touchpoints through company-owned stores, independent dealer
locations and all major home improvement centers across the U.S. and
Canada. Visit ppg.com/ac
for more information.

PPG: WE PROTECT AND BEAUTIFY THE WORLD™

At PPG (NYSE:PPG), we work every day to develop and deliver the paints,
coatings and materials that our customers have trusted for more than 130
years. Through dedication and creativity, we solve our customers’
biggest challenges, collaborating closely to find the right path
forward. With headquarters in Pittsburgh, we operate and innovate in
more than 70 countries and reported net sales of $14.8 billion in 2016.
We serve customers in construction, consumer products, industrial and
transportation markets and aftermarkets. To learn more, visit www.ppg.com.

We protect and beautify the world and PPG Paints are
trademarks and the PPG Logo is a registered trademark of PPG
Industries Ohio, Inc.
The Voice of Color is a registered
trademark of PPG Architectural Finishes, Inc.

Contacts

PPG Media Contacts:
Architectural Coatings
Greta Edgar,
724-742-5699
[email protected]
or
Architectural
Coatings
Katie Kirkpatrick, 724-742-5352
[email protected]
www.ppg.com/AC