Sherwin Williams turned to Spring Design Partners (New York, NY) to make its label more descriptive. Consumer research indicated that customers wanted a label that would clearly communicate how the product can be used, and for what surfaces, while also describing the product features such as mildew resistance. The label’s hue changed from a white background to a warmer, golden brown. Close-up photographs showing how the product can be used, and for what types of surfaces, replaced full-house illustrations. Also, recommended surfaces/uses and the color descriptor were both made more prominent. The labels are offset-printed in either seven or eight colors, depending on product type.
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