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BUYERS' NEEDS DICTATE TRENDS IN NEW HOME DESIGN AND CONSTRUCTION; 'COOKIE CUTTER' HOUSING DOESN'T CUT IT ANYMORE

 BUYERS' NEEDS DICTATE TRENDS IN NEW HOME DESIGN AND CONSTRUCTION;
 'COOKIE CUTTER' HOUSING DOESN'T CUT IT ANYMORE
 TAYLOR, Mich., April 7 /PRNewswire/ -- As recession-weary home buyers begin to show faint signs of life, new product designers at Masco Corporation (NYSE: MAS), a leading manufacturer of home building and improvement products, are predicting that shifts in public attitudes and changing family configurations will dramatically influence what new homes will look like for the next decade. So-called "standard single- family" homes won't be standard at all as buyers' specific living situations and even personal beliefs influence design and construction.
 According to experts at Masco, some of these changes include:
 1. Home Rightsizing
 The "bigger is better" belief will change as the new practicality of the 1990s takes hold. Move-up buyers will still exist but their home- buying decisions will be based on space requirements, not conspicuous consumption. Move-down buyers will seek less square footage but still want thoughtfully designed spaces and high-quality finishing.
 2. Quality at a Price
 Baby boomers will demand quality housing and home products, but tight household budgets will dictate financial discretion. The cost/value relationship of everything from two-story Colonials to gourmet pasta will be scrutinized. In selecting home products, buyers will scrimp on some items to splurge on others.
 3. Livable Traditional
 There will be a resurgence in demand for traditional home exteriors -- Cape Cods, Georgians, Colonials -- as classic forms are viewed as signs of stability and permanence. However, interiors will be reconfigured to meet new lifestyles. Seldom-used formal spaces will give up square footage to make way for high-traffic kitchen and family room combinations. Private master bedroom suites will be tucked away at the rear of new home floorplans, with direct access to outside patios and decks.
 4. Together But Alone
 More people will be living under the same roof. Whether it's boomerang children who need the debt-lessening transition from college to solo living, divorced children with kids of their own in tow or aging parents, company is coming -- to stay. New homes will adapt with distinct private areas, multiple entrances and more bathrooms so people can stay one, big happy family.
 5. Environmentalism Comes Home
 The generation that marked the first Earth Day in 1970 is now in the position to express environmental consciousness in the home. Yesterday's flower children want today's energy-saving windows and doors, water-conserving plumbing and fixtures, earth-friendly landscaping and areas built specifically for in-home recycling.
 Masco's predictions, developed in conjunction with the architectural design and marketing firm, Scholz Design, Inc. of Toledo, Ohio, are based on annual interviews with new home purchasers, architects and builders.
 -0- 4/7/92
 /CONTACT: Skip Cypert of Masco Corporation, 313-274-7400, or Paul Haugen of Hill & Knowlton, 312-565-1200, for Masco Corporation/
 (MAS) CO: Masco Corporation ST: Michigan IN: CST HOU SU:


SM -- NYHFNS2 -- 5641 04/07/92 07:12 EDT
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Publication:PR Newswire
Date:Apr 7, 1992
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