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Color design is playing a more important role recently when establishing automotive commercial value. High chroma TiO2 pigments which have less than 1/3 the aspect ratio of the current interfere pigments have been developed. Anatase type TiO2 pigments, which have high photo-catalytic activity can now also be used for automotive paints.

Currently, to achieve the desired design in automotive paint, absorption pigments, such as organic pigments, are used in combination with brilliant pigments (ex. aluminum or mica etc.). However, many beautiful colors exist in the world, especially in the natural world. Until now, automotive paints have not been able to replicate those colors. In this project, by first analyzing the coloring principles of the natural world, we have focused on the development of a previously non-existent coloring technology (structural color). By combining this with nanostructure control technology, we have established a radically new coloring process enabling the design of hues, chromaticity and reflection intensity. This technology has tangible results, as new pigments are available for paint formulations.