Colors are not just pigments; they are expressions of our personalities and emotions. They have the power to transform a space, evoke feelings, and reflect our unique identities. In our daily lives, colours influence our moods, creativity, and even decision-making. Choosing the right colour for your living space is not just about aesthetics; it’s about creating an environment that resonates with who you are and how you want to feel.
Jotun Paints India recently unveiled “CANVAS,” the latest Global Colour Card for 2024, at a grand launch event in Ahmedabad on the 15th of March. The event showcased the new palette of Jotun’s Global Colour Collection 2024, offering a sneak peek into the immersive art installations that invited visitors to experience different color combinations from the palette firsthand.
Curated to inspire creativity and individual expression in your living spaces, this Color Card introduces 23 captivating shades from Jotun’s collection, including 10 brand new hues meticulously crafted under the guidance of Lisbeth Larsen, Global Colour Manager at Jotun’s color technology lab. These colors are ideal for creating luxurious and premium home interiors.
Each year, Lisbeth Larsen and Jotun’s international team of colour specialists delve into emerging trends and cultural currents worldwide to create a palette that resonates with modern living. This year’s launch aims to awaken the artist within; it encourages embracing creativity and self-expression in a palette that truly reflects personal style through visual storytelling.
Rana Khadra, Regional Colour and Communications Manager for Middle East, India, and Africa, plays a pivotal role in Jotun’s creative and communications department. With a background spanning advertising, marketing, and product management, Khadra is the visionary behind Jotun’s enchanting colours and trend-spotting prowess. A certified Colour Trainer by NCS, Sweden, and a member of the Colour Marketing Group, Khadra has conducted numerous masterclasses in colour for interior designers and architects across the Middle East, Southeast Asia, and Africa region.
Khadra’s passion for colour is not confined to her professional life; it is a vibrant part of her personality. She has an appreciation for beautiful doors and walls, and a penchant for exploration, often traveling the world to collect hidden curios and stories. As an Omani-Lebanese, Khadra believes that beautiful people create beautiful places, and she views the world through the lens of a camera, capturing stories in every frame.
Larsen emphasizes, “Colour is the most powerful tool we have for self-expression. CANVAS is Jotun’s invitation to everyone to find the courage to express themselves artistically. It’s a reminder that deep down, everyone has the potential to be an artist.”
Khadra adds, “We hope the CANVAS colour palette inspires our customers to create beautiful, personalized interiors that reflect their unique stories and personalities.”
Immerse yourself in a fresh spectrum of interior expression
The Global Colour Card showcases the 23 colours of CANVAS through beautifully styled set design by Oslo creative studio Kråkvik & D’Orazio. Each image portrays intriguing colour combinations and tonal juxtapositions that create interest and generate atmospheres of serenity, rusticity, and reflection.
Responding to a growing global trend for calming, centering colours that help us relax, Jotun’s 2024 palette includes a spectrum of nature-inspired greens, fresh blues, and soft greys that evoke the meditative shades of sky and sea. Earthy browns and beiges cultivate a sense of groundedness, whereas yellows and golds underpin the ambience with an uplifting touch of joy.
Colours play a vital role in our daily lives, influencing our moods, emotions, and perceptions. They have the power to evoke feelings of calmness, excitement, or warmth, and can even affect our productivity and creativity. Choosing the right colour for your living space is essential as it can create a harmonious environment that reflects your personality and style.
Mr. Ashish Nimbark, Sales & Marketing Director – Decorative, Jotun, said, “Colours play a pivotal role in shaping the ambiance and mood of one’s personal space. Through our extensive research and development, we aim to not only influence but also enhance the choices individuals make in colour selection, enabling them to create environments that truly reflect their unique personalities and lifestyles.”
In a country where color is an integral part of daily life, Canvas by Jotun offers a canvas for self-expression, inviting every Indian to transform their homes into personalized works of art.
The Symphony of Colors
While encouraging homeowners to unleash their creativity and express themselves freely in their colour choices, Jotun’s 2024 Global Colour Card also provides valuable guidance on effective colour combinations – brought vividly to life in its inspiring interior photography. Rooted in the concepts of colour theory, and the principles that have informed artists and interior designers for centuries, the card offers an at-a-glance guide to harmonious colour families and complementary contrasts.
Each interior spread in the Global Colour Card is accompanied by a handy colour-wheel graphic enabling readers to understand the colour combinations featured and the rationale behind the shades selected.
About Jotun
Founded in 1926 in Sandefjord, southeastern Norway, Jotun is one of the world’s biggest paint companies. Its products can be found on interior and outdoor walls in more than 100 countries around the world. With a long tradition of ground-breaking research and colour innovation, Jotun is renowned for both the aesthetics of its decorative paints and the protection and durability offered by its powder coatings – which is why it has become the paint brand of choice for many of the world’s landmark buildings.
Website Link – Jotun