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Can’t Pick a Paint? This Brand Lets You Consult a Color Psychologist


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Questions when it comes to color? Ask a psychologist. No, really.

U.K.-based home decor brand Lick recently launched in the U.S., offering a collection of high-quality paints and wallpapers, as well as support from color specialists to make the decorating process less daunting.

According to Lick, they offer 124 unique colors, all in shades based on not just what’s popular, but also on what’s psychologically sound. Tash Bradley, Lick’s Director of Interior Design, explained to Apartment Therapy:

“Color psychology is at the heart of everything we do at Lick — we launched with the belief that color has the power to transform our mood, our behavior, and our spaces. Choosing color for a space can be incredibly personal, since no two people interact with a color in the exact same way.”

She added: “By working through the lens of color psychology, we’re enabling our decorators (what we call customers) to select a color palette that allows them to elicit a specific mood, connect with, and ultimately create their dream home.”

If you can’t decide on a hue, their color psychologists can help. A customer can schedule a one-on-one consultation via video chat. It can take about 30 minutes and the expert can advise up to three rooms per session. After the call, Lick will deliver a curated and personalized mood board featuring the perfect palette for that space.

“The goal is to get to know the decorator, including how long they’ve lived there, when the home (or apartment building!) was built, who they share the space with, and their personal tastes. Then we get a sense of the space, looking at the size of the room, how much natural light it gets, and its intended use. We look at the furniture, anything on the walls, and the details they want to highlight, as well,” said Bradley.

“I think what’s really amazing about our color consultations is it allows us to really educate our decorators on the power of color psychology — rather than just sharing which paint color will help create a calming bedroom, we delve into why that color is calming, for example. We provide our community with the knowledge of how to create the space they want, now and in the future.”

With the company introducing itself to America, what else can customers expect? “As we prepare to launch in the U.S, we’ve been working with designers in New York, Los Angeles and Texas to create shades that match each region’s personality, landscape and style,” said Bradley.

“Also, we know sustainability is a huge priority for both U.K. and U.S. decorators, which is why all our paints are low-VOC, and all our packaging is 100 percent biodegradable, recycled and recyclable packaging. Overall, we are excited to grow our strong community globally and work 1:1 with decorators in the U.S. to create rich inspiration and support within the community.” 


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