Courtesy of Behr Paint
Erika Woelfel Is The Behr Color Expert Looking For The Next Millennial Pink
Anyone who’s expend hours watching HGTV knows how exciting the prospect of a dwelling makeover can be. While there are plenty of decisions to be made during the process, picking out a decorate coloring might one of the most difficult choices. But what if you could get involved in the paint-picking process even before the dyes even land on a palette? Paint dye expert Erika Woelfel does just that in her capacity as vice president of colour and creative business at Behr Paint.
Woelfel is the talent responsible for picking and calling the decorate colorings Behr volunteers its clients, including cool tones like Back To Nature and Light Drizzle. For her, it’s all about “connecting people to colourings that feel personal to them.” She namesthe whodunit of what a hue will look like in someone’s home as one of the biggest challenges DIYers face, and her purpose in choosing and naming the colourings is to help with that issue. As she shows, “It’s all about the inspiration and storytelling, and helping them visualize what that colouring will look like.”
Color-naming is harder than beings think it is .
Woelfel precedes a squad of thirty parties, including interior design staff, colour consultants, photographers, graphic designers, creation decorators, coordinators, and consultants of all kinds to choose and name the 200 dyes a year she hopes will speak to purchasers. In addition to being in charge of all things paint color, Woelfel also has a hand in packaging, graphic designing, storage spectacles, and creating content for social media — or what she calls “all that fun stuff.” Thanks to the myriad responsibilities, she confidently says, “It’s never the same day twice.”
To make good on her aim of creating the colorings to get Behr in your front room, Woelfel needs to be inspired herself. Her many sources of inspiration include food, manner, pop culture, and artwork. One of the most important channels she jumpstarts her invention is through travel, and precisely “getting out there and meeting what’s happening in the world, ” she shows. When traveling, Woelfel always considers what new perspectives she might encounter in places like China, South America, and Mexico. Although sometimes, you don’t have to go far. Woelfel, who lives in Orange County, cites the Los Angeles Farmers Market and Jackalope Art Festival as two sources of inspiration right outside her own door. “There’s this culture for conversion, ” she clarifies. “I think that’s a great place to start looking. It can even be in your own community.”
It has to tell a story .
When your job involves traveling the nations of the world for brainchild and flexing your originality to pick and name cover hues, there’s a good chance parties will get the wrong meaning about what it is you do the working day. “Often people think, ‘Oh, you precisely sit around and name colors the working day long, ‘” she shares. “Actually, we don’t. Color-naming is harder than beings think it is.”
Woelfel and her unit have a lot to consider when naming the hues. First, they need to consider whether it’s an interior or exterior produce. The color epithet also has to tick off quite a few otherboxes. Woelfel excuses, “It has to tell a story about the hue; it has to describe the hue; it has to be culturally, socially relevant. It can’t have been used before. It has to be unique and original.” Since emblazons are never finished, there’s a database of over 50,000 shade refers that can’t be used.
Even though it’s not all fun and games, that doesn’t mean it’s not delightful. Woelfel says one of her favorite chores is identifying interior hues, which have the most flexibility. She requests, “In two messages, what’s the story of this shade? ” The arising name “is a little micro-story, ” which can be explanatory of a mood or a plaza, like the light-headed green of Positive Energy or Portuguese Dawn‘s sunset pink hue.
Another challenge when mentioning colourings is aiming for mass plea, and Woelfel declares sometimes the team has to rein in the more cutting edge refers when they get going on a dye. She points to beauty firms like OPI as being part of an industry that can push the envelope when reputation pigments. “I wish we could get away with some of that, ” she says. You’ll never investigate any super sexy paint color reputation like Yank My Doodle or Rub-a-Pub-Pub in the Behr offerings.
Working with pharmacists in the Behr Paint Lab, Woelfel says her color marketing team goes through many coat dye variants before contacting the perfect hue. Several accommodations — like travelling a subtlety lighter or darker or representing the style warmer or cooler — happen along the way before a “just-right” hue is mixed, called, and ready to debut within the Behr Color Solutions Center at The Home Depot.
Woelfel has a degree in pattern from the University of Minnesota and has been with Behr since 2009. Before working at an ad agency and doing some graphic design work, Woelfel interned at a one-woman color marketing company in Minneapolis, where she was immersed in color forecasting. Eventually, Woelfel took over the business, diving even further into the world of colour colorings. For about 15 times, she worked with paint companies in the United States and in places like Australia, China, and Japan. She refers to that time in her job as “a full submersion on how paint organisations are built and how dyes are calculated and how trends are foreshadowed for colour companies.”
There’s so much more to collaboration than exactly individual contributors .
Woelfel says her team’s passion and predicting sciences prove to be a crucial part of the business. “They’re always looking around the corner for what’s coming next.” Working with a team is the norm for Woelfel now, but she says that’s not the road she envisaged it out of school. “Design now has become[ so] collaborative, ” she shows. “There’s so much more[ to] collaboration than just individual contributors.”
Woelfel admonishes people looking for their dream job to “set aims for yourself every day, every week, every month, every year.” But don’t be afraid to take a chance. She clarifies, “I simply took opportunities when they presented themselves, if it felt right for me.”
When describing what it takes to succeed in a character like hers, Woelfel says, “[ Have] a really keen eye. Just be curious.” She calls coloring a personal and psychological thing for parties to bring into their residences. “It’s storytelling.”
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