Ahmedabad, 19th March 2024: Discover a spectrum of tones tailored for Indian interiors with Jotun’s Canvas – the latest Global Colour Card for 2024. Crafted to ignite creativity and personal expression within your living spaces, this Color Card presents 23 captivating shades from Jotun’s collection. This includes 10 brand new hues meticulously developed under the guidance of Lisbeth Larsen, Global Colour Manager with Jotun’s color technology lab.
Every year, Larsen and Jotun’s international research team of colour specialists take the temperature of societies around the world. Tapping into emerging trends and cultural currents, Jotun translates these into a colour palette perfectly in tune with modern living.
“When it comes to expressing ourselves, colour is the most powerful tool we have. Even if we don’t always realize it, all of us are brimming with ideas. Sometimes we just need to find the courage to express them. CANVAS is Jotun’s way of giving people that courage; of showing them that, deep down, everyone can be an artist.”
– Lisbeth Larsen, Global Colour Manager at Jotun
“This year’s launch is all about inspiring the artist within yourself; it’s about letting go and unleashing your creativity in a world of colour that truly reflects who you are through visual expression. We hope our customers will feel inspired to explore the CANVAS colour palette and have fun creating beautiful, personalised interiors in their homes!”
– Rana Khadra, Regional Colour and Communications Manager, Middle East, India and Africa
Embrace a Fresh Palette of Interior Expression
The Global Colour Card showcases the 23 colours of CANVAS through beautifully styled set design by Oslo creative studio Kråkvik & D’Orazio. Each image portrays intriguing colour combinations and tonal juxtapositions that create interest and generate atmospheres of serenity, rusticity and reflection.
Responding to a growing global trend for calming, centering colours that help us relax, Jotun’s 2024 palette includes a spectrum of nature-inspired greens, as well as fresh blues and soft greys that evoke the meditative shades of sky and sea. Earthy browns and beiges cultivate a sense of groundedness, whereas yellows and golds underpin the ambience with an uplifting touch of joy.
Mr Ashish Nimbark Sales & Marketing Director – Decorative, Jotun said, “Colours play a pivotal role in shaping the ambiance and mood of one’s personal space. At Jotun, we understand this significance and strive to offer a palette of hues that resonate with individual preferences and nuances. Through our extensive research and development, we aim to not only influence but also enhance the choices individuals make in colour selection, enabling them to create environments that truly reflect their unique personalities and lifestyles.”
In a country where color is an integral part of daily life, Canvas by Jotun offers a canvas for self-expression, inviting every Indian to transform their homes into personalized works of art.
The Harmony of Hues:
While encouraging homeowners to unleash their creativity and express themselves freely in their colour choices, Jotun’s 2024 Global Colour Card also provides valuable guidance on effective colour combinations – brought vividly to life in its inspiring interior photography. Rooted in the concepts of colour theory, and the principles that have informed artists and interior designers for centuries, the card offers an at-a-glance guide to harmonious colour families and complementary contrasts.
Each interior spread in the Global Colour Card is accompanied by a handy colour-wheel graphic enabling readers to understand the colour combinations featured and the rationale behind the shades selected.
Choose adjacent colours to create unified interiors; pick opposites to inject excitement and interest into the space; or opt for colours of equal levels of intensity for a nuanced combination of different colours with similar levels of shade.
