OUR BUSINESS
27
Jotun Decorative Paints
The colour experts
Ensuring that Jotun colours are accurate, beautiful and vibrant involves close cooperation between Jotun’s
colour experts and laboratory technicians.
As a leading provider of premium decorative paints in many
countries around the world, Jotun prides itself on offering
consumers a near infinite selection of colours. And with the
annual launch of Global Colour Trends, a selection of colour
schemes all linked by a common theme, Jotun has emerged
as a leading trendsetter in interior design. However, selecting
trendy colour schemes is only part of the work required to retain
Jotun’s reputation for quality.
From concept to the laboratory
Colours are developed by Jotun’s colour specialists, together
with a team from the Technology Laboratory. Once a colour
is approved, the Colourant Technology Laboratory develops a
quality assured colour formulation. Technicians verify that the
colour is unique, determine the cost of producing the colour and
whether or not the colour can be formulated in compliance with
Jotun’s high standards for accuracy, light stability and hiding.
Colour formulations for new colours contain colourants which
are manufactured or approved by Jotun’s Colourant Technology
department. Each new colour is subject to a broad range of
tests, depending on different criterias. For exterior paints, the
primary challenge is to ensure colours don’t fade when exposed
to sunlight or other harsh weather conditions. Interior paints are
also quality tested, with a main focus on “metameric failure”, a
phenomenon where colours appear to change under different
light sources.
Uniform quality
The new colour is given a name, an ID number, and entered
into Jotun’s colour database, where market related information,
product details and colour formulations are stored. The
information in this database is shared via Jotun Global Network
with about 8 500 Jotun Multicolor machines worldwide. These
computerised in-shop tinting machines guarantee uniform
quality and colour, from can to can. Today, Jotun offers about
160 000 colours in different finishes, each one individually
formulated and tested to meet Jotun’s standards. The company’s
decades of experience in colorant technology not only creates
beautiful, accurate and long-lasting colours, but also helps
strengthen Jotun’s brand as the leading global manufacturer of
quality, premium decorative paints.
Global Colour Trends
First launched in 2013, Jotun’s Global Colour Trends concept
has helped establish Jotun as a trendsetter among consumers
and international designers, architects and developers. The
2019 edition (released in late 2018) was developed around the
theme of “Identity”. Jotun introduced three different primary
colour schemes (Calm, Refined and Raw) that help consumers
define and express their identity. Launch events for the 2019
Collection are coordinated regionally to generate maximum
impact among designers, architects, influencers and the press.
Consumers also have access to feature-rich digital tools that
help take some of the guesswork out of colour selection.