SIGMA has developed a new colour and lifestyle concept that aims to cater to the discerning customer who has clear-cut demands on colour and paint effects and wants to keep pace with changing styles.

The initiative stems for the leading paint manufacturer’s desire to fill the gap in the market between customer demands and solutions offered and has resulted in a new concept that puts at the disposal of the customer not just a variety of colours but also inspirational ideas and suitable combinations for maximum impact.

“With colour and lifestyle, you can be your own interior designer,” said Jordi Ekkers, product manager Middle East.

The colour concept brings together eight colour groups with inspiring photos, trend-conscious colours and suggested combinations. “The colour palette has been designed in such a way that a customer always ends up with a balanced composition,” he says, explaining that light hues create a mood of tranquility and calm, bright and intense colours represent mysticism and personality, and dark colours provide warmth and security.

Each of the eight colour groups has a palette of 40 hues and a dedicated brochure that includes all colours, as well as photos and colour combination ideas. “Using the brochure as a guide, customers can easily compose colours to achieve astounding results with a personalised effect,” he said.

The colour and lifestyle concept was developed by PPG International and Sigma Paints Saudi Arabia, with the support of their renowned colour advisers and major Western and Middle Eastern companies.

According to Ekkers, the concept was a product of in-depth research that took great care to integrate the essence of the Middle East.

Sigma’s new colour and lifestyle concept is also easy to use and to understand. It has been created and composed in such a way that the customer can find two basic structures in the colour composition – vertical and horizontal.

The vertical structure comprises one colour line that contains off-whites, fine pastels, accent and dark colours with all the same colour base and belonging to one colour family; while the horizontal structure contains all the colours from the eight groups, which have the same brightness, colour value, intensity or greyness.

“The colour and lifestyle concept is unique, no competitor has ever offered a concept such as this,” Ekkers emphasised. “Sigma has taken care to select the right colours for the right market, showing them as actual paint samples in shops, matching real-life effects on a colour wall. Once the customer decides on the colour, he can use one of the other tools, the inspiration book.”

This high-quality book shows the complete palette of the eight colour groups. In addition to the colour samples, it also indicates the significance the colours, with actual pictures and recommended colour combinations.

Another tool is Sigma’s take-away colour brochure, which comes in handy for those who want to compare the colours at home, discuss with family and friends or want to match them with existing accessories.

“With colour and lifestyle – from which both the professional as well as the end-user can benefit – Sigma has become a one-stop shop for anyone who wants to give form to his imagination and ideas,” he concludes.