With eckArt Effect Stylings, ECKART is launching a new brand on the market. Why?
Weitzer: As a highly innovative company, it is our aspiration to set new standards again and again. This not only applies to the technical aspects of our products - such as high quality and excellent workability. We also meet the highest demands when it comes to service. For example, we provide our customers with our Trend Colors every year. With eckART Effect Stylings, we are now going one step further and expanding our range in terms of creativity and design.
What does that mean in detail?
Mergner: Psychologists agree: colour is emotion. That raises the question: How can moods be created with colours? Our answer: with the help of effect pigments. They are decisive for the character of a colour. eckART Effect Stylings shows how you can control the effect of colours with gloss or shimmer effects, for example by influencing colour depth, transparency, opacity or other aspects. This is how we demonstrate the extraordinary potential of our portfolio and its limitless variety for the development of unique colours.
Do you also want to reach new target groups with eckART Effect Stylings?
Mergner: Colour design is a complex process involving several stakeholders. Besides the brand owners and formulators, designers play an important role. They think less about what is technically feasible and are more interested in the colour effect. In the selection process, it is important for them to see how the colour tone fits into the specific marketing context, or rather, what mood is associated with it. With eckART Effect Stylings, they receive important aesthetic suggestions for their decision-making process. Our core target group, the formulators, also benefit from our new styling brand, because we also publish the formulations' recipes.
The first offer under the umbrella of the new brand is called Dynamic White Effects for Mobility. What goal are you pursuing with it?
Weitzer: It comprises a portfolio of twelve different white shades developed specifically for automotive coatings. The colour palette is based on our aluminium, glass and pearlescent pigments. It ranges from softly shimmering to textureless whites. We have developed porcelain, ivory and marble shades, but also go in the direction of polar and snow whites as well as silvery or greyish shades.