Every year Jotun, famous Norwegian paint company, launches its new colors collection for the next year.
I’m always curious to see their new proposals because they always know how to interpret design trends but also changes in the society and translate them into beautiful colors.
As usual, the catalog is beautiful. The styling of the images was in fact entrusted to the talented duo of stylists Kråkvik & D’Orazio (I suggest you have a look at their works) while the images are by Line Thit Klein.
This year the Jotun Lady collection is dedicated to the arrival of the new decade. His new colors palette for 2020 consists of twelve new colors, perfectly combined with eight timeless shades: a palette of 20 colors that want to reflect the optimism and opportunities given by the new decade.
I admit I am happy because, among the proposed colors, there are many colors that I had identified as a trend for next year in my article “Color Trends for 2020“. I’ve seen it right!
“2020 represents a whole new decade. Many of us want to make some changes in life, learn something new, travel or just daydream a little more. Anyway; a good place to start is at home in our own environment,” says Lisbeth Larsen, Global Color Manager, Jotun.
“When designing a new colour, we always ask ourselves what we want the colour to express,” says Larsen. “Because it is about more than a new colour – it is about interpreting trends in society and what will be important to people in the time to come”
“Each of us seeks to thrive in our everyday lives. Color can be one of the simplest and most effective routes to creating an environment that inspire us.” Lisbeth Larsen
These are the hues I like the most.
LADY 11173 Humble Yellow – as seen in my previous article, neutral but very light colors like beige are replacing the total white creating a slightly warmer and more intimate atmosphere while remaining bright and easy to match
LADY Wonderwall 8546 Local Green – I really like this shade of desaturated sage green. Green is a color that gives us a sense of tranquility and serenity at home and helps us relaxing. It also seems to bring the nature in the house.
LADY 7637 Exhale – A shade so clear and light that it can replace a neutral color. A color that invites us to relax, be calm and breathe, as the name suggests. A fresh and light color.
LADY 5490 Serene Blue – I love this blue color. The blues are linked to an idea of calm and relaxation but also of elegance. It is therefore perfect to create an elegant, harmonious and peaceful environment. The combination with neutral colors like light beige or warm colors like terracotta are my favorites.
LADY 11175 Adventure -the trend of earth colors that started a few years ago seems to continue. This burnt orange, clear and desaturated, transmits warmth and energy in an elegant and whispered way. It is also an easy color to match, perfect with light and neutral colors but also with dark woods and terracotta.
LADY 20144 Grounded Red – this is a color we saw a lot at the last Salone del Mobile in Milan. A warm color perfect for those who want to take refuge in a super cozy home. How to combine it? With green (its complementary color), with shades ranging from orange to pink to create a harmonious result, but also with cold colors like blue.
LADY 20142 Daydream – a strong and bold color but at the same time very elegant. Perfect if you want to create a warm and welcoming environment but also chic and elegant, as we can see from the images in the catalog.