FEATURES AkzoNobel unveils Color of the Year 2017 Denim Drift, a soft, grayish blue, perfectly suits the time we live in Color of the year: Denim Drift Denim Drift is a unique shade that represents the times we live in40 percent of consumers actively searching for inspiration "We continue to push our knowledge and expertise in paint to provide the very best service to our consumers" Announced during the launch of the company’s annual trends forecast (known as “ColourFutures™”), Denim Drift is the foundation for an inspirational palette of paint colors centered on the expected global social and design trends for the upcoming year. Working with a group of leading international architects, interior designers and trend watchers, the company has used extensive research to define the tones and styles that best represent how we will live our lives in 2017. The forecast is also regarded as a vital resource for all those working in the interior design world. “We understand how essential color is to everyday life,” explained Heleen van Gent, Head of AkzoNobel’s Global Aesthetics Center, which works with the company’s decorative paint brands, including Dulux. “As well as being practical, paint and color can have such a transforming and uplifting effect on people and the places they spend their time, whether at home, work or leisure.” To complement the Color of the Year, a special color palette featuring a spectrum of blues and tones has also been developed. Denim Drift combined with the lighter shades of paint in the palette has a crisp and airy feel, whereas with the darker colors it’s more dramatic and moody. “The Color of the Year and its complementary color palette tell the story of our Life in a New Light trend, with darker and lighter hues that change the mood of a room,” added Van Gent. “With blue set to dominate interiors in 2017, Denim Drift is a unique shade that represents the times we live in.” Commenting on the launch, David Menko, Marketing Director of AkzoNobel Decorative Paints, said: “We believe in the transformative effect of color and continue to push our knowledge and expertise in paint to provide the very best service to our consumers.” Continued Menko: “Research has shown that consumers lack confidence when it comes to decorating, with 40 percent actively searching for inspiration. That’s why we’re focused on driving innovations that improve people’s everyday lives by transforming their living spaces and helping them to choose the right colors and products. Recent examples include our award-winning Visualizer app, wet testers to sample paint colors, as well as paint formulations that prevent damage, resist dirt and keep homes cooler.” For more information about ColourFutures 2017, visit our YouTube channel and follow the conversation on social media using #DenimDrift and #CF17.