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Tints, Tones and Shades
by Pat Verlodt, CMG
more about Ms. Verlodt

The technical term for what is commonly referred to as "color." Hues make up the full spectrum of colors on the color wheel (illustrated in the outer ring on the color wheel above).

Tint Tints are created when white is added to a color. Tints are sometimes referred to as pastels.

Tone A muted version of a pure hue created by adding gray to the pure color.

Shade A shade is created by adding black to a color (illustrated in the center ring of the color wheel above).

graphics courtesy Paint Quality Institute

Link to Color Guild International website


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USAGE: May be used with permission.  Please contact Marsha Keppel or Kelsey O'Rourke for more information or the Color Guild office.  (See below.)

About Pat Verlodt

Pat Verlodt, president of Color Services & Associates, Inc., an internationally recognized color consultancy, has been involved in the world of color for over 40 years. As a advisor to dozens building products companies – including paint systems, GAF roofing, Alcoa siding and more – Pat shares her expertise in color design, forecasting and trend analysis. Pat has the unique ability to explain color technology to the novice and to combine the scientific with the aesthetic. Pat is a past president, lifetime member and senior chairholder of the Color Marketing Group.

Ms. Verlodt makes presentations at trade shows, corporate sales meetings, conventions, seminars, web conferences and on television and radio. Whether speaking about color trends and where they come from. She gears her talks to the product mix and the audience and has presented all over North America, Europe, China, Australia, South America and South Africa. She has appeared in the Wall Street Journal, Forbes, Better Homes and Gardens and in Harold Linton’s, Color Forecasting, a book about the methods of various color forecasters.

Color Services & Assoc., Inc.
3105 East Lake Shore Drive
Wonder Lake, IL 60097

About Hirshfield’s

Hirshfield’s is a Minnesota-based, fourth-generation family-owned company in the decorating products business since 1894. Hirshfield’s operates 30 stores in Minnesota, Wisconsin and North Dakota with paints and industrial coatings, fine plasters, lacquers, wallcoverings and window fashions for the consumer and professional trades. A commercial wall finishes division services architects and designers across 9 states with offices in Minneapolis, Chicago and St. Louis. Hirshfield’s is the largest manufacturer of trade sales paints and coatings in Minnesota with factory operations in Minneapolis.

Media Contacts:

Marsha Keppel Hirshfield's Corporate Offices
Phone: 612 377 3910 Fax: 612 436 3384 e-mail:

Kelsey O'Rourke Storyteller Media
Phone: 952 829 9091 e-mail: