In what is presumably a world first, Turkish decorative paint brand Jotun has beautifully represented the colour-selection data of its market through a clever use of design, social media and data.

Multi-layered in intent, Jotun’s real-life data visualisation project, titled ‘Colour and Space’, researched interior design posts on Pinterest to identify trends in colours that Turkish households had embraced.

Danish designers Mie Frey Damgaaard and Peter Ørntoft devised the intuitive way to simultaneously showcase the paint brand, provide a service, and use social media to extract ideas and information to help realise the idea, and ultimately share it.

Extracting statistics such as this from rapidly-developing Pinterest boards allowed Jotun to see colour choice trends unfolding in real time, allowing it to create an intelligent, modern-day visual colour chart.

“We think it works as inspiration for at least the Turkish consumers,” says Ørntoft. “We can see the colour choices of other consumers so it works as a colour map.”

The project now features on the brand’s Facebook and Pinterest profiles

Check out the making-of video, below.