Aesthetics Rule
Regardless of the material, customers have one desire: to replicate the look of wood in a way that won’t require much maintenance. But finding the best color and graining combination with composite materials creates a challenge. “The market for higher-performing alternative decking materials continues to grow, and we are seeing changes in consumer expectations,” says Jason Davoll, senior product manager for CPG Building Products. “Instead of looking specifically for low-maintenance products, they’re also looking for high aesthetics. The low-maintenance aspect becomes an expectation and the aesthetics become much more significant. We do a lot of consumer research around aesthetics and make sure we’re focused on the customer priority.”
Fiberon’s Kello agrees. “Color and grain pattern are keys to making the sale. There tend to be four main color groups: gray, light brown, dark brown and red. Aesthetics are becoming more realistic, with rich wood-tone hues. Graining, through embossing and texturing, vary to emulate hardwood grain patterns. Color and texture definitely are the deciding factors for homeowners, but it’s a blend of the two that creates visual appeal.”
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More color options have led some homeowners to become more creative. “Designers are mixing two colors of deck boards in picture-frame and pattern styles,” says MoistureShield’s Gwatney. “There are more patterns being used, but usually no more than two colors.”
Fiber-cement siding offers the ability to change colors quickly, points out Allura’s Taylor. “Our decking can be painted to create a unique look. You can change the color as trends change or your style changes. It doesn’t limit you to one initial color the way composite boards do. You also can replace a board easily and have it match.”
Deckorators has introduced a new product in only two colors, Mesquite and Dusk. “Most homeowners today are interested in shades of brown and gray,” says Camfferman. “The polypropylene cap we’re using has been well received, because it’s more muted, with less of a shine than competitive products that are capped with polyethylene.”
Pressure-treated wood also is expanding color options. Arch Wood Protection, for instance, has added a line of in-cylinder colorants and prestains that is engineered to help retain the look of natural wood. “They eliminate the need to stain the wood during the first few years,” Rumbaugh explains.
![]() allowing 24-inch spans from joist to joist. Each board has its own color, texture and grain pattern, along with a thermal conductivity of 0.63, making it cool on hot summer days. |
The proliferation of options led DuraLife to create a program that offers a simplified process in which the same color choices are available in any product line. “There’s been a proliferation of colors and options,” Descoteaux says. “Some companies have six profiles, and that’s a lot of SKUs to have to stock. Most companies add colors but don’t drop any out.”
NewTechWood recognized that issue with a new board it is introducing soon in three variations. “We’re looking more at variegated boards with three variations in one set,” explains Cone. “We’re introducing it this spring, but we’ll remove a color when we do to keep the line’s size consistent.”