Dunn-Edwards describes color trends for 2012

There's an old saying in the paint department: You're not selling paint, you're selling colors.

That theory is being tested by innovations that bring one-coat prowess or eco-friendly features to customers' walls, but color's importance cannot be ignored.

Los Angeles-based paint manufacturer and distributor Dunn-Edwards has studied the trends in color and produced a forecast that it calls "Simply Refocus."

"A re-emergence of color is what we are seeing across the board," said Sara McLean, color marketing manager at Dunn-Edwards. "People are not afraid of color anymore. It defines our surroundings and lifestyle in more ways today than ever before."

The company's forecast has identified four color and design stories, described as sentimental, refined, revolutionary and essential. As an example, the essential colors "tap into the art of craftsmanship," while the refined story "is for those appreciative of the clean, refined ideals in design."

Dunn-Edwards has produced and sold paint products for more than 85 years throughout the Southwest and operates in 109 stores in California, Arizona, Nevada, New Mexico and Texas.