ILMA Compoundings - May 2019 - 29

Researchers agree: Grease
colorants do not improve
grease performance.
... Nonetheless, customers
are likely to view color as
an important ingredient in
grease formulations.

THE IMPORTANT ROLE OF COLOR
As a result of culture and conditioning, colors mean something
to most people. Imagine a child's birthday party where the cake
is covered entirely in black icing. Imagine trying to navigate your
way to work if the stop, yield and go lights on every traffic signal
were all the same shade of brown. Colors entertain and stimulate.
Colors also have the power to convey vital information
quickly. For example, we tend to associate the color red with
"stop," "warning," and heat or fire. White might connote
cleanliness, safety, health, etc. These natural connections can,
for better or worse, affect customers' ability to appreciate a
grease and understand its intended use: "Red is for hightemperature applications; blue should only be used in marine
environments," they may assume.

Grease color plays a more practical role on the shop floor,
where safety and efficiency must work hand-in-hand. A
yellow-tagged grease point naturally calls for yellow grease,
reducing the likelihood of the costly misapplication of the
wrong lubricant.
Safety, efficiency and brand awareness/marketing can all
benefit from grease color. But grease needs some help getting to
that point. It doesn't usually start out blessed with nice colors.
Sander points out that many greases require a hightemperature cooking process to produce the thickener, a
process that often results in natural colors that can vary
from "almost a cloudy, 'Vaseline-like' clear to dark brown,
with a shade of beige being very common." In other words,
the natural colors of most greases are visually unappealing

29



ILMA Compoundings - May 2019

Table of Contents for the Digital Edition of ILMA Compoundings - May 2019

LETTER FROM THE CEO
INSIDE ILMA
WHAT’S COMING UP
INDUSTRY RUNDOWN
TRADE ISSUES, TARIFFS CREATE CONCERNS FOR MANUFACTURERS
EMBRACING THE RAINBOW
THE FATE OF THE FAMILY TREE
BUSINESS HUB
COUNSEL COMPOUND
WASHINGTON LANDSCAPE
IN NETWORK
ILMA Compoundings - May 2019 - Cover1
ILMA Compoundings - May 2019 - Cover2
ILMA Compoundings - May 2019 - 1
ILMA Compoundings - May 2019 - 2
ILMA Compoundings - May 2019 - LETTER FROM THE CEO
ILMA Compoundings - May 2019 - INSIDE ILMA
ILMA Compoundings - May 2019 - 5
ILMA Compoundings - May 2019 - 6
ILMA Compoundings - May 2019 - 7
ILMA Compoundings - May 2019 - 8
ILMA Compoundings - May 2019 - 9
ILMA Compoundings - May 2019 - WHAT’S COMING UP
ILMA Compoundings - May 2019 - 11
ILMA Compoundings - May 2019 - INDUSTRY RUNDOWN
ILMA Compoundings - May 2019 - 13
ILMA Compoundings - May 2019 - 14
ILMA Compoundings - May 2019 - 15
ILMA Compoundings - May 2019 - 16
ILMA Compoundings - May 2019 - 17
ILMA Compoundings - May 2019 - 18
ILMA Compoundings - May 2019 - 19
ILMA Compoundings - May 2019 - 20
ILMA Compoundings - May 2019 - 21
ILMA Compoundings - May 2019 - TRADE ISSUES, TARIFFS CREATE CONCERNS FOR MANUFACTURERS
ILMA Compoundings - May 2019 - 23
ILMA Compoundings - May 2019 - 24
ILMA Compoundings - May 2019 - 25
ILMA Compoundings - May 2019 - 26
ILMA Compoundings - May 2019 - 27
ILMA Compoundings - May 2019 - EMBRACING THE RAINBOW
ILMA Compoundings - May 2019 - 29
ILMA Compoundings - May 2019 - 30
ILMA Compoundings - May 2019 - 31
ILMA Compoundings - May 2019 - 32
ILMA Compoundings - May 2019 - 33
ILMA Compoundings - May 2019 - THE FATE OF THE FAMILY TREE
ILMA Compoundings - May 2019 - 35
ILMA Compoundings - May 2019 - 36
ILMA Compoundings - May 2019 - 37
ILMA Compoundings - May 2019 - BUSINESS HUB
ILMA Compoundings - May 2019 - 39
ILMA Compoundings - May 2019 - COUNSEL COMPOUND
ILMA Compoundings - May 2019 - 41
ILMA Compoundings - May 2019 - 42
ILMA Compoundings - May 2019 - 43
ILMA Compoundings - May 2019 - WASHINGTON LANDSCAPE
ILMA Compoundings - May 2019 - 45
ILMA Compoundings - May 2019 - IN NETWORK
ILMA Compoundings - May 2019 - 47
ILMA Compoundings - May 2019 - 48
ILMA Compoundings - May 2019 - 49
ILMA Compoundings - May 2019 - 50
ILMA Compoundings - May 2019 - 51
ILMA Compoundings - May 2019 - 52
ILMA Compoundings - May 2019 - Cover3
ILMA Compoundings - May 2019 - Cover4
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