• by Aaron Baar , June 12, 2016

Anyone who’s ever undertaken a home improvement project knows that one of the most stressful tasks is choosing a paint. With thousands of choices available (including several versions of white), it’s hard to know where to start. 

To make things a little easier, paint brand Valspar has launched a website designed to help DIYers find their favorite colors. 

“We’ve found that most consumers take over 100 days to select a paint color,” Stephen Strong, director of digital marketing at Valspar, tells Marketing Daily. “We wanted to create the industry’s first hub of helpful tools to ease and shorten that process.”

Among the features on the site, www.askval.com, are a color personality quiz (to help users find colors and palettes that fit their personalities) photo color matching and a Pinterest analyzer, because, the company found, Pinterest is a frequent first-stop for people seeking project ideas. The feature turns a user’s pins into color palettes with their highest-trending colors.

The site also offers complimentary online color consultations, in which Valspar consultants recommend a variety of colors based on specific project needs and design tastes. The company also offers free paint chip delivery to bridge the game between the online color browsing and in-person decisions. 

The site, developed by agency FCB Chicago, will be showcased on Valspar’s digital media channels and through the in-store associates selling Valspar paint, Strong says.