Area Rugs: Color Picks for 2012

In an economic climate in which play it safe is the prevailing school of thought, area rug retailers are bucking the trend. In fact, this popular product category is packed with colorful punch ranging from well-loved denim and indigo to vibrant, fiery reds. At the same time color is igniting the area rug segment, pattern is also rising at fever-pitch levels. It’s a one-two punch that makes area rugs prized home possessions.

HomeYet.com taps the expertise of Jackie Jordan, director of color marketing for Sherwin-Williams, to explain which colors will matter most in area rugs in 2012. (Jordan was a featured trends speaker at the Summer 2011 Las Vegas Market.

“Colors that are analogous, or adjacent on the color wheel, are a dominant trend,” Jordan explains. “We discover a fresh array of combinations within color families―be it fiery reds, watery blues, grassy greens or organic neutrals.”

Blues
This soothing palette celebrates a pair of functional and treasured blues: denim and water. It explores the darkest indigo to faded-jeans hues, some with violet undertones, as well as the calm, shimmery shades that embody rivers, lakes and seas.

“As we seek economic blue skies, we’re rediscovering denim, the rugged fabric of the American worker,” Jordan says. “Clean water is another essential commodity, from oceans to tap. Our serene blue palette pays homage to both of these treasured resources.”

Neutrals
Raw materials continue to influence color trends, especially the more subtle hues. Picture a field of grain, a pile of pebbles, weathered wood and earthen clay. Gold tones embody the sun and soft metallics—and warm up this understated, yet refined, palette. Textural elements, such as linen, unfired porcelain and mixed woods, provide subtle tonal variations.

“Steely grays have given way to our neutral palette of warmer gray and natural tones that create a balanced look,” Jordan adds.

Greens
This eclectic palette focuses on greens that are lush, moody and complex. It showcases the depths of the sea and forest, leafy motifs, rustic natural textures and organic elements such as algae, moss and seaweed.

“We’re serious about going green, and our green palette honors our sustainable lifestyle,” Jordan says. “This trend is observed everywhere, even in dense urban areas, where rooftop and kitchen gardens flourish.”

Reds
Red is the color of love, fire and the earth’s molten core, and it awakens raw emotions ranging from the deepest passion to the softest femininity. This saturated palette includes hues of brilliant flowers and glowing embers. It isn’t a single red, but a deep gradation of fuchsias, red-oranges, violets and delicate pinks.

“Thanks to the popularity of lacquered finishes and all things China, red has renewed dominance,” Jordan explains. “But the old taboos about mixing reds with oranges and purples don’t apply. Our red palette is as bold and free-spirited as the color itself.”