In this climactic year of climate-change activism, we’ll need more potent ways to show that the face of the future is red
Next year, the contest to choose a Color of the Year will be America’s swan song for Trump’s 2019 colors: jetblack.
At a New York press conference on Tuesday, Sherwin-Williams, the world’s largest paint company, announced that it will select a new Color of the Year from among a shortlist of ten, which include “Yellow Gold”, “Kirkland Green”, “Teal Turquoise”, “Wolf Green”, “Giant”, “Scarlet”, “Milk”, “Sandalwood” and “Sun Blue”.
This year’s winning color was the 2018 runner-up, “Mint Earth”. Next year’s winner is set to be announced in April, when President Trump marks one year in office.
Although Sherwin-Williams was the first and still the only paint company to choose two “Color of the Year” winners – “First Response” in 2000 and “Carbonite” in 2003 – its color choices are likely to be just a taste of what’s to come.
“About 10 years ago, we saw the advent of the term ‘color of the year’ – the term was coined by cosmetics companies,” Sherwin-Williams CEO Christopher Connor told reporters in December. “It was born in response to consumer demand. We followed their lead.”
Connor said Sherwin-Williams is considering increasing the number of colors its labels will include, citing how discussions with Trump administration officials have signaled an openness to selecting an “environmental” color for 2022.
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“The climate has changed in the last 50 years, and that’s a catalyst for color innovation,” said Oliver Carter, product innovation director for Sherwin-Williams.
Environmentalism is considered a potential vote for Sherwin-Williams and the orange-blooded paint industry in 2019, as the nature-friendly year of 2019 draws to a close. It’s a roundabout way of saying “goodbye to Trump”.
“As a result of the transition to a green world, it’s time for our next Color of the Year to be true to nature, to reflect the future,” said Sherwin-Williams’ Managing Director of Color Innovation, Jimmy Sanderson.
Matthew Bayless (@mattbayless) Copycat asshark flock the internet. pic.twitter.com/gYj0VgTCGC
Climate change activists won’t see much use for this year’s “Tangerine Tango” paint, for instance. Or “Jetblack”, which spray paints will no longer be permitted in the US commercial airline fleet from December 31.