Please choose a different country to see content for your location.

CONTACT

Contact

Female customer service employee with headset

ECKART Customer Service

ECKART GmbH

Do you have questions about our products or services? We are happy to help you.

eckART Effect Stylings

With the eckART Effect Stylings brand, the Coatings creative team presents formulation proposals for unique colour worlds. Our aluminium, glass and pearlescent pigments form the basis for this.

Interview partner

Marina Weitzer

Technical Service & Color Development

Industrial Coatings

ECKART GmbH


Annika Mergner

Regional Head of Marketing & Technical

Service Automotive Coatings

ECKART GmbH

Published
05.01.2022


With eckArt Effect Stylings, ECKART is launching a new brand on the market. Why?

Weitzer: As a highly innovative company, it is our aspiration to set new standards again and again. This not only applies to the technical aspects of our products - such as high quality and excellent workability. We also meet the highest demands when it comes to service. For example, we provide our customers with our Trend Colors every year. With eckART Effect Stylings, we are now going one step further and expanding our range in terms of creativity and design.


What does that mean in detail?

Mergner: Psychologists agree: colour is emotion. That raises the question: How can moods be created with colours? Our answer: with the help of effect pigments. They are decisive for the character of a colour. eckART Effect Stylings shows how you can control the effect of colours with gloss or shimmer effects, for example by influencing colour depth, transparency, opacity or other aspects. This is how we demonstrate the extraordinary potential of our portfolio and its limitless variety for the development of unique colours.  


Do you also want to reach new target groups with eckART Effect Stylings?

Mergner: Colour design is a complex process involving several stakeholders. Besides the brand owners and formulators, designers play an important role. They think less about what is technically feasible and are more interested in the colour effect. In the selection process, it is important for them to see how the colour tone fits into the specific marketing context, or rather, what mood is associated with it. With eckART Effect Stylings, they receive important aesthetic suggestions for their decision-making process. Our core target group, the formulators, also benefit from our new styling brand, because we also publish the formulations' recipes.


The first offer under the umbrella of the new brand is called Dynamic White Effects for Mobility. What goal are you pursuing with it?

Weitzer: It comprises a portfolio of twelve different white shades developed specifically for automotive coatings. The colour palette is based on our aluminium, glass and pearlescent pigments. It ranges from softly shimmering to textureless whites. We have developed porcelain, ivory and marble shades, but also go in the direction of polar and snow whites as well as silvery or greyish shades.


Why is the topic of white so important?

Mergner: White has been an important trend in the car industry for many years. From current studies we know firstly that the colour of the car is decisive for the purchase decision, and secondly that the trend towards white paintwork continues unabated. Worldwide, every third new car is white. But we also know that there are significant regional differences in the choice of paint. In Germany, pearlescent effects are extremely popular. Other markets, for example Latin America and Asia, tend more towards high-gloss effects. We have taken these differences into account in our white portfolio.


Will eckART Effect Stylings be used predominantly in the area of car paints?

Weitzer: No, the topic "Dynamic White Shades for Mobility", which was developed primarily for automotive paints, is a start. Our goal is to create offers for all applications in which ECKART products are used. In addition to automotive and industrial coatings, these include wall paints and floor coatings as well as coatings for consumer electronics.


Will the theme remain white?

Weitzer: No, of course it won't. We are already working on the next exciting themes, including trends for grey and red styling.
 

Cancel