You never really know what you are going to end up with on a remodeling project. Once you open up the walls and ceilings (can of worms), a completely new set of problems have a way of presenting themselves. And once that ordeal is over, one of the most difficult decisions is envisioning the paint on the walls. Is the light going to reflect or absorb? Flat, satin or gloss?

Almost everyone I know has re-re-painted because the color “looked perfect on the chip and all wrong on the walls.” The paint manufacturer’s solution—provide an online color tool to assist consumers with a decision.

This may be one of the most obvious examples of content driving a sale. Even general contractors use Pantone swatches on the job, but at home while drawing up estimates they use online color tools. Homeowners still collect swatches like baseball cards, but more and more decisions are made with online color tools. Content that helps customers make a choice between product x or y, or in this case yellow narcissus vs. cozy cottage, is what the new content revolution is all about.

The Pro Tool:

Pantone.com – Since 1963, Pantone has established itself as the standard for innovative system of identifying, matching, and communicating colors to solve the problems associated with producing accurate color matches. This is a grid-based tool fashioned for the graphic design crowd who know need to calibrate printers, compare cotton swatches and determine paint colors down to specific Pantone numbers.

Homeowner Tool:

Behr.com – The Behr Color Smart tool allows homeowners to start their color tour by Pantone number, browsing all colors or through use of pre-selected inspiration images. This tool assists the color-overwhelmed with custom color pairings selected by designers. The Color Smart tool also allows users to upload their own home photos to view their actual rooms in various colors. Very cool.

Asides:

Once you decide on your colors, keep in mind that Home Depot utilizes a four-color paint system and will have more colors available than Lowe’s, where a three-color system is used.

Whether your company sells calculators or mattresses, there are just as effective opportunities to present content drivers en route to a sale as a color matching tool. Success stories, video podcasts, micro-sites, and other customer reference collateral all serve the same purpose. Keep your customers engaged and informed, and they will come back with your favorite color—green.