I’ve joked for years about how the early-90s color names in J. Crew were almost hilariously devoid of any information about the position of the shade in question on the visible spectrum, but it appears now that house paint companies are embracing the whole idea of obscure, meaning-free names:

“For a long time we had to connect the color name with the general color reference,” said Sue Kim, the color trend and forecast specialist for the Valspar paint company. “But now,” Ms. Kim added, “we’re exploring color names that are a representation of your lifestyle.”

Someone please smack this person in the mouth.