Sherwin Williams turned to Spring Design Partners (New York NY) to make its label more descriptive. Consumer research indicated that customers wanted a label that would clearly communicate how the product can be used and for what surfaces while also describing the product features such as mildew resistance. The label’s hue changed from a white background to a warmer golden brown. Close-up photographs showing how the product can be used and for what types of surfaces replaced full-house illustrations. Also recommended surfaces/uses and the color descriptor were both made more prominent. The labels are offset-printed in either seven or eight colors depending on product type.