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It may come as a surprise to brands spending millions on focus groups that the best marketing ideas are often ones that have been around forever. Case in point: giving the consumer a choice of his or her own “personal” color. While it seems like shoppers have had such options forever, the story really begins in 1923, when DuPont introduced a nitrocellulose lacquer for metal called Duco—the first industrial spray-on paint that was cheap, quick-drying, and came in a rainbow of colors.
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