Why Nuromi mats come in calm colours

Every so often someone asks JJ why there is no neon option. The short answer is the living room test: would you leave this on your floor when your in-laws visit? The long answer is about babies, and it surprised us too.

Newborns see high contrast first, and the baby industry took that fact and ran it into a wall of primary colours. But the high-contrast phase lasts weeks. The mat will be on your floor for years. We chose to design for the years.

There is a quieter benefit nobody talks about. Calm surroundings make calm adults. A room that is not shouting at you is a room where you sit on the floor longer, and floor time is where the good stuff happens - the first roll, the first crawl, the time she pulled herself up on my sleeve instead of the sofa.

None of this means boring. Our Road print has houses, trees and a lake with a duck in it. Jeevika has a favourite house. She is eleven months old and she has a favourite house. The detail is there when they look for it; it just does not shout across the room first.

Modern parenting products, we call it. Mostly it means things for babies that remember adults live here too.