Blue Fog

Blue Fog sounds like a shade name first and a product name second, and that is usually the right clue for this kind of item. By our assessment, its main value is the mood it suggests: pale, muted, easy to place beside other soft colours. The limit is just as clear, because a name like this tells little about the object itself, so the practical side depends entirely on what the product actually is. In use, Blue Fog would be read for tone and finish before anything else, which makes it more about atmosphere than about hard performance. It sits in the broad middle of colour-led products, where the name does a lot of the selling and the object has to carry the rest.