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Kelly-Moore Paints Launches Western-inspired Low VOC Color Palette for 2010

January 13, 2010

Kelly-Moore Paint Company, Inc., a leader and innovator of waterborne-coating technology and the first major paint company to offer recycled paints, announces the introduction of the first paint color palette reflecting the legacy of a geographical region. Kelly-Moore’s new ‘Historic Lifestyles of the West’ color palette is a collection of 106 livable interior and exterior colors that reflects ‘Colorful Lifestyles of the West.’ These durable colors are available in Kelly-Moore’s zero (for interiors only) and low volatile organic compound (VOC) paints and are a perfect choice for nationwide classic and contemporary spaces of yesterday, today and tomorrow.

The ‘Historic Lifestyles of the West’ palette (and brochure) features historically accurate and modern regional color adaptations that bring an authentic flavor to both modern and historic homes. The palette also includes 44 illustrated color idea cards (available at Kelly-Moore stores): 22 authentic and 22 modern adaptation schemes related to six Western architectural styles spanning 110 years – Victorian, English Revival, Spanish Revival, Arts & Crafts, Jazz Age and Retro.

Kelly-Moore’s Color Stylist Mary Lawlor worked closely with architectural historian Robert Schweitzer in developing and naming the palette. This collection provides details, photos and colors of the wonderful house styles that emerged as the West sprang to life. It is the only palette inspired by actual homes found in Western neighborhoods and has an Architectural Style Index (on the back panel of the palette/brochure) to facilitate the restoration/repainting of classic structures with historically accurate colors.

From 1850 to 1960, as the West grew, homebuilding reflected prevalent national and international architectural styles. Alterations to homes were made by architects to suit Western lifestyles based on political, economic and technological influences of the day. According to Lawlor, “Over time, Western color choices became noticeably distinct and more colorful than those of Eastern homeowners. Very soon, they became aspirational color choices for the rest of the country. These interesting differences inspired us to develop the ‘Historic Lifestyles of the West’ color palette for our customers wanting to create an historic or a contemporary look using historical colors.”

This Kelly-Moore color palette offers details and cues from each architectural style, which can assist in recreating them anywhere in the country even in modern architecture. While the Western palette features a total collection of 106 colors, Lawlor has selected two of her favorites from each period for today’s homeowners:

Victorian (1850-1900) – The gold rush led to Western expansion. People moved from the East Coast and brought Victorian architecture to the West. Representing status and new wealth, Victorian homes were ornately decorated, sometimes with dozens of colors. Even though the architecture was global, colors were not. Due to the period’s limited technology, many colors were still muted. These houses can be identified throughout the West with a heavy concentration in cities founded by lumber and mining industries. Lawlor’s favorites:

• Albert Green: This darker, deeper green is widely used in today’s homes and contemporary clothing/fashion.
• Remington Rust: This warming, exotic color carries influences of red curry and saffron.

English Revival (1890-1950) – Liberated from the Victorian Age, English Revival homes mimicked the style of the English countryside. These houses, built for new wealth, such as shipping and lumber executives, showcased large fireplaces and dining rooms similar to those in a castle. Built throughout the Western suburbs, the objective was to look as old and rustic as possible. Smaller bungalows were for the working class. Lawlor’s favorites:

• Buckingham Palace: This true chocolate brown perfectly complements the warmer colors of today’s home furnishings.
• Fiesta Rojo: Reminiscent of the ‘30s, this dusty pink symbolizes the spirit of survival during economic recovery.

Spanish Revival (1890-1940) – Echoing English Revival, this architectural style drew inspiration from Spanish and Mexican architecture. Stucco exteriors were painted with whites and browns, while interiors were fashionably brighter, following period trends. Spanish Revival homes are commonly found in the warmer climates of California and Texas. Lawlor’s favorites:

• Coronado Moss: This blue green is the perfect choice for today’s homes as it works well with the blues and grays in contemporary home furnishings.
• Alhambra Cream: This fresh color is the perfect complement to colors for the modern high-end home.

Arts & Crafts (1910-1940) – Beginning in Britain, the global Arts and Crafts movement spread throughout the U.S., including the West. This was an era of kit homes from Sears, Roebuck and Co., Wardway Homes (Montgomery Ward), Harris Homes of Chicago, the Ready Built House Company, and Robinson's, as well as cozy cottages. Elaborate designs gave way to simple, useful architecture that suggested living in harmony with nature. The color palette was decidedly “autumnal.” Arts and Crafts has been the most replicated style over the last decade in the new home market. These versatile modern houses usually remain true to their authentic color roots and often synchronize color schemes with neighboring homes. They can be easily spotted in the Midwest, the East and California, especially in the San Francisco Bay Area and Pasadena. Lawlor’s favorites:

• Mercer Charcoal: This versatile gray has a warm undertone and works well with many of the brighter, stronger colors found in today’s homes.
• Norman Shaw Goldspar: This is a lively, “feel good” yellow, full of positive energy essential during times of economic recovery.

Jazz Age (1915-1940) – A mixture of Colonial, English, and Arts and Crafts architecture, Jazz Age homes are found in suburbs across the West. These small houses have light exterior colors such as off-whites, grays and greens, and strikingly bright interiors. Lawlor’s favorites:

• Saxophone Gold: A dressed-up neutral with antique influences, Saxophone Gold is a perfect complement to purples, spruce greens and teals.
• Gatsby Brick: This is a ‘performance red,’ reflecting tradition and a growing interest in self-sufficiency.

Retro (1930-1960) – Built in an era synonymous with corner windows and the newly introduced attached garage, these ranch homes all had modern amenities. Exteriors were simple and interiors showcased vibrant colors as well as chrome and glass. Popular throughout the Western suburbs, these houses can be found in warm climates. Lawlor’s favorites:

• Drive-In Cherry: This classic red is glamorous, sensual, passionate and powerful. A color that shouts, “We are determined to have fun regardless of the times.”
• Pumpkin Pie: This earthy and optimistic orange reflects the strong global influence of today’s home colors.

Kelly-Moore offers two environmentally friendly zero-VOC, low-odor product lines, the premium Enviro Coat and the professional Green Coat that can be tinted to a wide variety of historic colors. The ‘Historic Lifestyles of the West' color palette can be previewed using Kelly-Moore’s Color Tool (tab) on the Kelly-Moore website (www.kellymoore.com) or can be picked up at any of Kelly-Moore’s 163 stores. The company also offers both DIYers and professionals a Click & Paint color visualization software that allows homeowners to envision various color combinations on their home’s digital images. The software can be purchased online, ($16 for consumers and $54 for a more robust version for professionals). For large building contracts, Kelly-Moore’s professional Color Studio provides visual displays of new color selections and comprehensive color tools to facilitate easy buying decisions. Kelly-Moore’s paints are sold in one-and five-gallon containers in three decorative sheens, flat paint, eggshell and semi-gloss enamel.

For questions related to color, paint selection or application, VOCs, or any other paint related query, Kelly-Moore’s painters (pros or DIY consumers) can call 1-888-MR-PAINT, email colorsamples@kellymoore.com or mrpaint@kellymoore.com, visit www.kellymore.com or any of Kelly-Moore’s nearest stores, where each Kelly-Moore employee-owner is committed to offering exceptional customer service.

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