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PRODUCT TRENDS "It's so encouraging to us to see architects get creative with the product. Our target market is beginning to pick up on this ability to customize and get a luxury look. The consumers that buy our flooring are emotionally engaged in their homes." Technology and Color Technological advancements make tile a much more versatile material than in the past. "Today, we're able to effectively replicate looks of other materials in tile thanks to advanced design and production A DOG'S HISTORY Karndean Designflooring, Export, Pa., has a Great Dane in its logo that is as old as the company, which is celebrating its 40th anniversary this year. Karndean Designflooring's founder owned a Great Dane named Smokey who accompanied him door-to-door when the company was in its infancy in the United Kingdom in 1973. "He would take Smokey with him, and as he began to establish relationships with retailers and as he began to grow and meetings moved from the back room in a retail store to a conference room, Smokey was right there next to him," explains Michael Lang, senior marketing manager with Karndean Designflooring. "Anybody that came to know Karndean Designflooring and our founder back in those days knew that Smokey was going to be there. Smokey remains with the company in spirit to this very day and became an important part of the company logo." Having a dog in the logo also relates well to Karndean Designflooring's target market. "When we did research to identify our target market, one of the fun facts we discovered was about three-quarters of our target market has a pet," Lang says. In addition, the floor is durable enough to accommodate pets running across it. However, Lang says, "Ultimately, Smokey has nothing to do with flooring. It just has to do with him being our mascot, and we're an animal-loving company." 48 March 2013 QR ForResidentialPros.com Karndean Designflooring Decorative wood borders offer additional customization options. capabilities," Jensen says. "Technology is the tool kit that is empowering us to develop the fresh new looks you're seeing in tile. High-resolution images, roller print technology, advanced glazes and textures — we use it all to create the style of today." Jensen also is seeing a resurgence in color. "In 2013, we're expanding our color story. I think we're all ready for color to return to our designs," he says. "It's a sign of hopefulness and positivity, and I also believe it's an indicator of the sophistication of those who are making tile selections. It's great to create new tile collections for an increasingly design-savvy world. "There's no doubt more neutral colors will win out," Jensen continues, "but we're seeing increased use of decorative accents, mosaics and patterns. Homeowners who may have only tried a more artistic installation on a kitchen backsplash in the past are now being more adventurous on shower walls or on the entryway floor." Sizing Styles Lang sees business as usual continuing, with planks in particular. "We do see the demand for larger planks and larger tiles increasing," he says. "The 3 by 36 and 4 by 36 planks will never go away completely,