What color is that?

Paint maker Sherwin-Williams may not be on the tip of everyone's tongues when thinking about companies that blaze trails in new media--yet.

Its new mobile application relates colors in the world to colors you find in paint cans, making it point-and-click easy to color your world wherever it may be.

The remade ColorSnap application (launched February 2010) works on iPhones or Blackberries. Using the smartphone camera, users take a picture of a color they like, whether a leaf, a sky noonday or twilight, or a beach or forest trail. The application then identifies the closest match in Sherwin-Williams paint colors (1,500 of them). Of course, it also identifies the closest Sherwin-Williams retailer for those of us who have to have that color right now.

By linking the world's colors to those in a can through a device (smartphones) and activity (snapping a picture) already known and widely used, this is a great example of really new media thinking.