Marketing Wunderman Creative

Sherwin-Williams translates brainwaves into new paint colors


By Kyle O'Brien | Creative Works Editor

April 19, 2019 | 3 min read

Sherwin-Williams is a paint company that prides itself on having one of the widest selections of colors on the planet, but a new experiment shows that they could expand that color selection through the power of thought.

Thinking in Color

Sherwin-Williams 'Thinking in Color'

A new campaign by Wunderman Minneapolis for Sherwin-Williams Coil Coatings, titled ‘Thinking in Color,” is the first user-generated content color spectrum ever created. It's an immersive experience that aims to inspire creativity by actually visualizing the colors a person’s mind creates, according to the company.

Sherwin-Williams says it is obsessed with color and innovation. ‘Thinking in Color’ is the first-ever opportunity to actually experience colors created by the mind. Collaborating with Wunderman Minneapolis, the team created brainwave monitoring technology to generate hues based on actual brain activity. The brainwave monitoring headset translates brainwave activity in real time and then visualizes the data into unique colors experiences.

A video shows how it was done. A person stood in front of a 17-foot tall monitor and wore the headset. As that person stared at color waves on the huge monitor, the ‘Thinking in Color’ experience interpreted the alpha, beta, gamma and theta frequencies of that person. In real time, that data was translated into closely related color attributes.

Since its debut, ‘Thinking in Color’ has been creating unique colors from 16m possibilities, for more than 2,000 participants. These unique experiences helped create the first ever Architect Series from Sherwin-Williams, a 12-color chip set inspired by the minds of architects.

Wunderman Minneapolis executive creative director, EJ McNulty, said: “Wunderman Minneapolis is thrilled to be working with Sherwin-Williams Coil Coatings on this unique project. To be able to encourage experience through color and intersect directly into architects’ daily work that has a real impact is something to be truly proud of. Our team has been working diligently to see this come to life.”

Sherwin-Williams: Thinking in Color by Wunderman

By Sherwin-Williams

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