Hasta La Creative!

Online home-goods retailer Wayfair is linking up with Sherwin-Williams to produce content that will push color on the site — allowing users to search for items that match the color of their room and leveraging the paint-supplier’s technology to recognize colors in product images.

The pairing will be one of the largest for the Boston-based company, which has partnered with magazines like HGTV and Coastal Living and brands like Bose and Serta.

“It’s going to be a little more prevalent and persistent than some of the other stuff we’ve done,” said Michael O’Hanlon, VP-corporate and business development at Wayfair. “It’s a longer-term partnership where both sides are quite invested in making it really beneficial.”

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