AppWatch: A Look at What Publishers are Launching in the Mobile Space
The app's features offer guidance that may be valuable enough to entice the consumer seeking help with paint choices to pay $4.99 for it. One example is its Color River—where users can browse 669 colors, and sort them by color groups (e.g., blues), room spaces (e.g., kitchen, bath) and moods (e.g., cozy, energizing). When you click on a color, you see designers' comments on the colors, plus you have an option to see "what goes with this" color. And the "Editors' Picks" is a curated collection of House Beautiful editors' favorite colors.
Another interesting (some may say odd, but not Publishing Executive) feature is a Color Personality Tool. Based on numerologists' theories of a relationship between numbers, colors and the alphabet, the tool matches colors to users by the letters in their names. Users type in their names "and their color personality is revealed," states the press release announcing the app's launch. "... Four paint color recommendations that match the user's personality are provided."
(Publishing Executive couldn't help but test its name out in the Color Personality Tool, and was matched up with the color indigo, with a personality summary of: "A brilliant old soul who is intuitive, sensitive, impulsive, curious and ambitious, with a great lust for life." With such an accurate description of Publishing Executive's personality, the tool sure seems to work.)
Users also can search for paints by brand, such as Ralph Lauren or Glidden.
With the "Add to My Paint Box" option, users can store colors and paint names, and with a social media integration, they can share things with friends on Facebook, Twitter and by e-mail.
And since mobile users often have been shown to be at a "ready to buy" stage in their purchase-decision process, why not save them a trip back and forth to the store with paint swatches? (Publishing Executive hates having to take swatches home, and then go back for the paint.)