Find Local Store »

USA -> For Architects and Designers -> Benjamin Moore Takes Wraps off Future of Color with its New Color Stories Palette

Benjamin Moore Takes Wraps off Future of Color with its New Color Stories Palette

E-mail to a Friend Add to Favorites Print

(MONTVALE, NJ—SEPTEMBER, 2011)—Benjamin Moore already has the most extensive selection of colors—some 3,000-plus. But, that has not stopped the 128-year-old iconic American paint company from developing an all-new palette of 240 exceptional, eye-candy hues that it has named Color Stories. And, yes, there is a story behind Color Stories; an impressive one, in fact.

These colors have a greater clarity, purity and are richer than conventional colors because they are formulated with more pigments in very precise, exacting amounts. Handcrafted blends, they reflect Benjamin Moore's mastery of color science and cement the company's position as the leading color authority.

"We have broken all the rules with the creation of Color Stories, and have achieved colors we've never been able to before," said Ray Gomez, Benjamin Moore's director of color marketing. "These are full spectrum paint colors, meaning that we're combining anywhere between five and seven pigments, using no black or gray tints. Conventional colors use only three pigments and often fill in with black or gray."

The story keeps getting better: Unlike other pigments or colorants, Benjamin Moore's are zero-VOC. Uniquely, the company makes its own colorants and assures this standard is upheld. So, when the colorants are added to Aura®, which is the only paint formulation being offered for this special series and is the brand's ultimate performance product, the paint remains low-VOC, under 50 grams per liter.

Each Color Stories color is much like a secret recipe. Only select authorized Benjamin Moore retailers will be equipped to mix them and, without knowing the correct colorant ratios, these hues are impossible to duplicate. "The retailers who take on Color Stories will really qualify as paint mixologists, because the process requires such infallible accuracy," Gomez remarked.

The exquisite, scrumptious colors in this new palette are best appreciated once the paint is applied and dried. They create depth, overtones, nuance and luminosity not found in ordinary paints. Lighting, especially, interacts with Color Stories colors to yield a visual dynamic that can be an unexpected treat. Natural morning light will affect it one way, artificial or indirect light another, causing the color to take on different characteristics and appearances daylong. The shifting tonal readouts add vitality to a décor that paint never has fully contributed to previously.

"With Color Stories there's a complexity to the color experience that is amazing," said Gomez. "Moreover, the colors in the palette evoke emotions and feelings more so than most colors, which is one of the reasons we named it Color Stories. You'll find there's a story and a personality behind each hue."

By organizing Color Stories according to the fundamental color families, the Benjamin Moore team has created eight descriptive "volumes" to help as color decorating choices are made. Look for Earthen Hues, Elemental Greens, Fiery Sunset, Fluid Blues, Golden Fields, Naturally Neutral, Shades of Gray, and Violet Twilight.

With such an incomparable encyclopedic color system, Benjamin Moore only launches new color palettes when there's a valid breakthrough. The last such rollout was Affinity®, introduced together with Aura® paint in 2006. The release of Color Stories is considered to be another milestone. According to Gomez, the research and development to build upon this initial full spectrum palette is ongoing, and there is great optimism that there will be more Color Stories to come in the near future. "Benjamin Moore has excelled in harnessing the science of color and we are continuing to explore and discover more ways to enrich the existing portfolio."

Gomez said that Color Stories is expected to resonate largely with architects and interior designers as well as consumers who have a discerning eye for color and how it is individually perceived. A color can be ordered in gallon, quart or pint sizes of Aura® only, in matte, eggshell, semi-gloss and satin finishes. Select Benjamin Moore retailers will offer Color Stories, or it's accessible at Visit online, as well, for the complete Color Stories digital experience or download the Benjamin Moore Publications App from iTunes® to your iPad®, or from Android™ Market for Android tablets.

About Benjamin Moore
Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883. One of the country's leading manufacturers of premium quality residential, commercial and industrial maintenance paints and other coatings, its products are distributed via a network of independent paint and decorating retailers throughout North America. Benjamin Moore has been a longstanding steward of the environment with a relentless commitment to sustainable manufacturing practices plus the ongoing development of the most eco-responsible paint formulations possible. Its portfolio of Green Promise® products continues to grow and includes Aura®, an über-performance low-VOC paint; Natura®, the true zero-VOC interior paint, remaining zero after tinting in any color, any sheen; and EcoSpec® zero-VOC paint for commercial interiors. The J.D. Power & Associates 2011 Interior Paint Satisfaction Study ranked Benjamin Moore highest in consumer satisfaction. What's more, the Benjamin Moore color offering of 3,300 hues is unrivaled, but any custom color choice can be matched, as was recently done for the White House Oval Office ceiling and trims. The only assurance of getting an authentic Benjamin Moore color is using Benjamin Moore paint, since the colorants and resins are proprietary and formulated with the company's own patented waterborne technologies. And, authentic Benjamin Moore colors are available exclusively from Benjamin Moore retailers.

Press Contacts:

Kimberlee Bradshaw
Director of Corporate Communications
Benjamin Moore & Co.


Strategic Objectives Public Relations

Top of Page