An article in the New York Times examines the names paint companies give to colors, including Sherwin-Williams' "Synergy" to Ace Paint's "Hey There!"

In the article, Lyne Castonguay, Home Depot's VP paint, said it's important for neutral colors and color combos to have names that make emotional connections with consumers. Home Depot's Behr Collection colors include such names as "Rejuvenate" and "Cozy Cottage."