Why is green paint called things like Hidden Gem, Sea Salt or Quietude? Why are browns given names like Old Chaparral and Eminent Bronze while reds have titles like Stolen Kiss or 100 MPH? If paint only came in a few basic colors, like a liquid version of an 8-pack of Crayons, calling them red, yellow, blue, green, etc. might work. But with millions of color variations on the market and multiple companies vying for your business, something more is required.

WHAT’S IN A NAME?

Image: Dunn Edwards

The green on the walls above is called “Midnight Garden.” According to Dunn Edwards, “A name doesn’t just describe a color—it brings it to life. It evokes feeling, sparks imagination, and sets the stage for how it’ll be embraced in interiors, from statement walls to accent furniture and everything in between.” No pressure to get the name just right, then. What do you think about Midnight Garden? Did they nail the name?  

On the other hand…

IT’S NOT ALL IN THE NAME 

Image: Farrow and Ball

When it comes to paint names, eco-friendly, luxury paint company Farrow & Ball stands out. They’re English (you can tell because they have “colours” instead of “colors”), which may partly explain it. But even their Colour Curator Joa Studholme admits, “We’re known for our slightly unorthodox paint names.” She is not lying. They have a color—sorry, colour—creatively named “Light Blue.”  In contrast, the room pictured above is drenched in “Dead Salmon,” Doesn’t that sound appealing?

Before you get grossed out, you should know that the story behind the “Dead Salmon” name is not quite as grim as it sounds. Joa explains it all in this video.

GIVING ALL THE FEELS

Image: Behr

However odd they may be, color names are designed to persuade you to buy one company’s paint over a rival’s similar shade. Choosing a color is not a financial decision, it’s an emotional one. That’s where names like “wheat bread” and “cracked pepper” come in. Not only are they more appealing than “beige” and “blackish” they sound like the perfect combo for a kitchen. And to be fair, they do look pretty tasty in the kitchen pictured above.

WHO DECIDES?

Image: Ketut Subiyanto

If you dream of a career making up names for colors, be advised that it’s more scientific than you might think. There may be a paint company out there with a lone color-namer in the back room pulling adjectives out of a hat, but for the big guys it’s more of a team sport. Think of a group of experts that includes marketing pros, designers and color specialists carefully studying trends, market research and more. It still sounds kind of fun, though, doesn’t it?

THE BOTTOM LINE

Image: Ali Mkumbwa

No matter what you, or the manufacturer, call the color(s) you want to use on your next painting project, contact us for a quote. We’ll make getting that new color up on your walls a lot easier than choosing it. And we promise not to judge your paint by its name—even if it’s Dead Salmon.