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DULUX COLOUR OF THE YEAR 2020 - TRANQUIL DAWN

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You may be wondering what all the fuss is about but when Dulux names its colour of the year, the Interiors industry takes note.

Each year, Dulux sets the tone by announcing its colour of the year and this year the cool shade of green, Tranquil Dawn, has got the nod.

Dulux says that Tranquil Dawn, "embodies the nation's mood on the approach of a new decade".

"It reflects a growing desire to understand what it is to be human at a time when advances in technology are making us feel increasingly disconnected from each other", explained the brand.

Believe it or not, the decision was made by a panel of industry experts, including Michelle Ogundehin, former Editor in Chief at ELLE Decoration, and took influence from societal and human impacts of increasing development of technology and artificial intelligence.

The choice of Tranquil Dawn seeks to bring more of the natural landscape and calming comfort into our interiors to cut through some of the noise and chaos that we experience day to day.

Dulux's UK creative director, Marianne Shillingford, says, "A new decade heralds a new dawn and the hazy pale green tones of Tranquil Dawn are calming and comforting just when we need it most in our lives. When paired with neutral pastels and rich jewels it becomes incredibly powerful at creating spaces that encourage making better human connections."

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The paint brand also  created a complementary colour palette called Dream  as part of its trends forecasts for the year.

The paint brand also created a complementary colour palette called Dream as part of its trends forecasts for the year.

What does this mean for PR?

Initiatives such as the Dulux Colour of the Year, and Pantone’s Colour of the Year, set the tone for media content through 2020. Across all elements of Interiors and Style, we will see this colour and palette filtering through the media to influence shoppers from print and online.

In fact, since the announcement, I have already received a handful of media requests specifically looking for product that matches the Tranquil Dawn colour.

If you have, or are introducing, any home or style products that match this colour theme, then you could access some great opportunities for promotion.

Product pages will be heavy with this colour, so get your high res cut outs sorted and make sure that you have samples ready to go.

Look out for journo requests on Twitter and media alerts coming through my membership and make sure that you make the most that this opportunity could provide for you!

Fiona Minett