CUSTOMERS AND INTRODUCTION
INNOVATION
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The language of colour
With the launch of Colour Academy, Jotun is informing and inspiring interior designers, architects, specifiers
and consultants about the role colours play in our everyday life.
Many stakeholders are responsible for the decisions that go into
the design of interior spaces. For example, architects determine
the floorplan and layout, while interior designers are responsible
for selecting other elements, such as lighting, furniture, fabrics
and window treatments. While these stakeholders may have a
sense of colour, many do not have the training in the science of
colour theory to understand how different colour schemes and
decorative paint finishes can transform interior spaces.
Educating the market
In 2018, Jotun launched Colour Academy, a two-day training
course specifically developed to teach stakeholders about
the art and science of colour. Participants gain an in-depth
understanding of colour theory, which can help them raise their
level of competence, win new business, and convince project
owners to sign off on fresh colour schemes.
Jotun offers lectures from top Jotun specialists on colour
perceptions and how the language of colour can be used
to communicate different emotions. Participants are also
provided with a brief, practical introduction to paint; how it is
manufactured, tinted and applied, and how different finishes
can impact the look and feel of spaces. Other topics covered
include presentations on colour harmonies, the colour design
process, and an introduction to the Natural Colour System
(NCS), which assigns different values to colours in a structured
way. Participants are also invited to engage in practical
assignments, where they can apply their knowledge to different
design challenges.
Sharing a passion for colours
For Jotun, the Colour Academy strengthens the company’s
reputation as the industry’s leading “colour expert”, builds
strong relationships with designers, architects and specifiers
and helps attract new customers to increase sales in the project
market. So far, Jotun has run Colour Academy workshops in
the UAE, Egypt, Oman and Saudi Arabia among other markets
in the region. Based on positive feedback, the company is
planning to train new workshop leaders and export the concept
to other regions.
Colour Academy