1. Painting and Sustainability
Earth Tones
Consumers Think Green
PQIMagazine
The magazine for paint professionals
Fall 2007 | $3.00 U.S.
www.paintquality.com
2. Score one for durability! A 100% acrylic latex
interior paint can handle all your customers
can throw at it. It offers better dirt- and stain-
resistance, handles repeated washings, and
goes on smooth, without brush or roller
marks. For a sustainable environment, stay in
the game with 100% acrylic latex paint.
www.paintquality.com
4. 02 PQI Magazine | Fall 2007
WHAT’S NEW
PQI’s experts are now podcasting to a computer near you. Visit the main
page of www.paintquality.com to listen to a brief podcast on 2008 color
trends. Listen and learn how to help your customers achieve the freshest,
most modern color schemes. It’s just the latest example of PQI’s innovation
in delivering the quality paint message.
To better understand the buying prefer-
ences of your Hispanic customers, PQI
recently completed an extensive market
research survey of the attitudes and
buying trends of this influential market
segment. Among the findings:
❖ Hispanic customers are more likely
to involve the whole family, including
children, in the paint decision-making
and painting processes
❖ The Hispanic market segment is very
likely to seek out information on
painting, and rely heavily on English-
language materials
❖ Hispanics have specific views on
what constitutes paint quality, both
in the can and on the wall
For the results and findings of the
entire survey, please contact us at
dzimmer@rohmhaas.com
PQI has developed several new point-of-sale and countertop displays to
assist you in educating your customers and answering their painting ques-
tions. Visit www.paintquality.com to download new selling sheets, including:
“Fresh Coat of Paint Can Help Sell Your Home,” “Exterior Painting: 4 Steps
to a Successful Job” and “Tips for Painting the Interior of Your Newly Built
Home.” These eye-catching, informative displays will assist your customers
in planning their next paint job. And be sure to check back often, as we are
constantly adding new topics and resources to help you boost sales.
Habla Español?
Give Your Sales a Boost
PQI Live!
5. PQI Magazine | Fall 2007 03
What do today’s high-tech paints
have in common with the plant-
based dyes used by early civilizations?
Read on.
Prehistoric cave dwellers
completed the first interior painting
projects more than 40,000 years ago.
The ancient Egyptians, Greeks and
Romans also used paint to beautify
their homes. Each of these early
societies used plant- and animal-based
ingredients to create colorful dyes.
The earliest “ready mixed” paints
were not developed until 1867, with
the trend really catching on in the
1880s. New binders, additives and
other ingredients were constantly
discovered and refined, and soon
painting became a part of every
homeowner’s to-do list.
The latest advances in formulation
are bringing paints back to their
natural roots by reducing and,
in some cases, eliminating
ingredients that could negatively
affect air quality. Formulated to meet,
and even exceed, strict indoor air
quality standards, the latest low-
VOC paints are safer to use and
easier on the environment than
past incarnations.
They are also more durable.
While the first generation of
low-VOC paints may have lacked
durability and other performance
characteristics, more than 30 years
of industry research and testing have
improved these issues. Today’s low-VOC
paints resist dirt, fading and other
failures.
These, and other advances from
the paint industry, are helping
consumers turn their homes into
true “green houses.” ❖
PAINT MAKES HISTORY
❖ The color purple became
associated with royalty because
only aristocrats could afford
the expensive pigment❖ The White House is white
because of the original
lime-based whitewash applied
to protect its porous surface.
It requires 570 gallons of paint
to cover its exterior
❖ The Golden Gate Bridge,
completed in 1937, has always
been painted the same color,
called International Orange
❖ The color wheel was invented
by Sir Isaac Newton in 1706
❖ It took Michaelangelo only four
years to paint the famous ceiling
of the Sistine Chapel (1508-1512)
– and 20 years to restore it
(1979-1999)
DID YOU
KNOW?
PAINTMAKES
HISTORY
6. PAINT THE TOWN
GREENGREEN IS RED-HOT. FROM REFLECTIVE “COOL” ROOFING
TO KITCHEN FLOORING MADE FROM RECYCLED OLD TIRES,
GREEN BUILDING IS HELPING CONSUMERS CARE ABOUT HOW
THEIR HOME PERFORMS JUST AS MUCH AS HOW IT LOOKS.
04 PQI Magazine | Fall 2007
7. Green building is already an emerging
trend in the commercial and industrial
markets, but recent studies suggest
that the residential market is not far
behind. According to the National
Association of Home Builders, green
building in the residential market
may surge from its current levels of
2 percent of housing starts ($7.4
billion) to a possible 10 percent
($37 billion) by 2010.
You can join in this trend by
guiding your DIY customers through
the environmental benefits of top
quality paints and coatings.
Low VOC Advances
It has been more than 30 years since
paint manufacturers developed the
first formulations that used fewer
air-polluting volatile organic com-
pounds (VOCs). However, many of
those early low-VOC paints lacked
the durability, sheen selection and
overall performance of their higher-
VOC counterparts. Unfortunately,
some consumers still have the
misconception that using low-VOC
paints mean sacrificing performance
for environmental benefits.
Today’s modern paints and coatings
are lower in VOCs than ever before,
and provide solid performance. The
range of low-VOC products is also
expanding, so your customers will
find a large selection of sheen levels,
as well as primers, stains and other
coatings products in low-VOC
formulations.
PQI Magazine | Fall 2007 05
PAINT THE TOWN GREEN
8. 06 PQI Magazine | Fall 2007
Low-VOC paints have many
benefits, but your customers are
likely to be most interested in the
fact that these paints are low odor.
Because of this, the room to be
painted can be put back into use
immediately, without the need to
“air it out.”
Life Cycle Thinking
The concept of “life cycle thinking”
means that a product is judged on
everything that goes into its creation,
use and eventual end. Life cycle
thinking involves consideration of the
resources involved in manufacturing,
transporting, using and disposing
of the product.
Paints and other coatings are an
ideal fit for this concept because
they have minimal or no effect on
indoor air quality, result in little
WHAT TO DO WITH LEFTOVER PAINT?
Help your customers get rid of their leftover paint while still being
environmentally responsible. Here are some tips:
USE IT UP – Second coats, touch-ups, “arts and crafts” projects, such
as painting birdhouses, flowerpots and furniture, are all good uses for
an extra supply of paint.
CUSTOM MIX – Latex paint of different colors can be blended
together to produce a beige or gray color that is suitable for use on
“low profile” projects such as basements and sheds.
DONATE – Call around to local schools, community groups and
charities to see if they are in need of paint.
RECYCLE – Use your store as a paint recycling drop-off site; deliver
it to a manufacturer that develops recycled-content paint.
Leftover latex paint is not considered hazardous waste and can
usually be dried and set out for collection with the regular household
waste. However, regulations vary according to municipality, so make
sure your customer first checks local ordinances.
9. PQI Magazine | Fall 2007 07
waste and last for years before
needing to be replaced. Paint
needs only minimal upkeep to
maintain its appearance, and does
not need to be removed at the
end of its life cycle.
Encourage your customers to
repaint when possible, rather than
employ other methods of remodeling.
For example, instead of replacing
vinyl or aluminum siding, instruct
your customer on how to repaint it.
You may also hold an in-store work-
shop on faux finishes that mimic the
look of marble or granite, so that
your customers can get the look of
these materials without contributing
to the environmental impact of the
mining and installation they require.
Paint can also be used to fool the
eye when it comes to the “feel” of a
room. Dark colors impart a sense of
warmth, while lighter colors help a
room feel cooler. Consider posting an
idea board in your store that shows
some suggested light and dark color
schemes. Be sure to also recom-
mend the use of a top quality caulk
to seal cracks and gaps around the
house. This will help your
customers realize even more energy
efficiency and savings.
Four Steps to Sustainability
Not all paints are created equal.
Low quality paints will fade, crack
or otherwise fail within only a few
years, while a top quality latex paint
– particularly those made with a 100
percent acrylic binder – will last for
up to 10 years, or more.
To help your customer achieve
the best-looking, longest-lasting paint
job, encourage them to follow PQI’s
“Four Steps to a Quality Paint Job”:
Properly prepare the surface
Use high quality brushes, rollers
and other tools to apply the paint
Select the right, top quality paint
for the job
Follow the manufacturer’s label
instructions, including application
temperature guidelines and
proper spread rates
For even better durability and
performance, encourage your
customer to prime the surface prior
to painting. Primer helps protect the
substrate, and also provides a smooth,
even surface to paint. Some primers
are even formulated to address
specific problems, such as mildew
growth, and will extend the life of
the paint job.
Waste Not,Want Not
The amount of paint needed to
complete a job is easy to calculate
(use PQI’s online calculator at
www.paintquality.com). Buying just
the right amount of paint means
no waste and little to clean up after
the job is finished. However, if your
customer ends up with extra paint,
he or she has several options to
handle it (see sidebar). Leftover
paint can also be stored for several
years, as long as it is tightly sealed
and stored according to the manu-
facturer’s label.
By promoting the environmental
benefits of picking up a paintbrush,
you can help your customers feel
good about their home improvement
projects, and perhaps even encourage
them to paint more frequently. ❖
PAINT THE TOWN GREEN
1
2
3
4
THE CONCEPT OF “LIFE CYCLE THINKING”
MEANS THAT A PRODUCT IS JUDGED ON
EVERYTHINGTHAT GOES INTO ITS CREATION,
USE AND EVENTUAL END.
10. 08 PQI Magazine | Fall 2007
Green. Blue. Brown.
The latest color trends draw eco-friendly
inspiration from the colors of nature.
EARTHTONES
11. PQI Magazine | Fall 2007 09
Today’s versatile palettes encompass
colors inspired by the earth, sea and
sky, along with metallics and brights
to add “pop.” And while these colors
have steadily gained popularity in
recent years, consumers are taking
this trend a step further by extending
it to the type of paint they choose.
Environmentally friendly low-VOC
paints are the “feel good” choice of
consumers for a variety of reasons,
most notably because they lack odor
and toxins. These paints are formu-
lated to meet modern indoor air
quality standards. Because of this,
the room can be put back into use
almost immediately after being
painted. And since they are not
considered hazardous waste, con-
sumers can take pride that they are
not harming the environment when
disposing of any leftover paint.
This trend lends itself particularly
well to designing multiple color
schemes, with a nod toward how col-
ors would naturally fit together. For
example, your customers may combine
pale beige with a brighter, true blue,
to recreate the look of earth and sky.
Or they may create the appearance
of a sun-dappled forest by comple-
menting a muted green wall color
with burnished gold metallic trim.
For additional visual interest, suggest that your customer use paints of various sheen levels in the same room.
A semi- or high-gloss paint is always a good choice for trim; while a more unusual treatment is to use satin
or eggshell finish paints on ceilings and walls.
Nature has already provided the most inspirational color schemes. And with a little help from modern
technology, you can help your customers create a home that does more than look good – it does good for them,
and the environment, too. ❖
TRUE BLUE
DOWN TO EARTH
ACCENT ON NATURE
EARTH TONES
Blue, in all its tints and hues, has long been a consumer favorite. In
previous seasons’ trends, it has mostly been confined to the bedroom
and the bathroom. But since blue is so prevalent in nature, it is now
one of the most important colors in home décor. The latest clear,
true blues are being used throughout the house, both as an accent
color and as a color scheme anchor.
Blue’s popularity is extending to other colors as well, particularly
with the emerging popularity of blue-based greens. The most modern
greens take their inspiration from moss, pine and the lush vegetation
of the rainforest.
Just as in nature, nothing looks more refreshing than a muted landscape
punctuated with an unexpected burst of color. For inspiration, your
customers can look to their own backyards. A ripe tomato still on
the vine, a bright yellow sunflower swaying in the breeze, even a blazing
sunset, can offer inspiration for an eye-catching color scheme.
Deep, dark chocolate brown, a popular color in recent seasons, will
continue to factor into the earth tone palette. However, lighter tints
such as beige, tan and other desert-toned hues offer a fresher take
on the trend. They are an especially good choice for a color-shy
customer, and ideally suited to pair with a bright-colored accent wall
or metallic trim.
12. TOP PAINT CONCERNS
When asked to list their top con-
cerns relating to water-based paints,
survey respondents said:
31% cited environmental impact
31% said personal and
family health
However, when the question was
expanded to include all paints
(including oil-based), the top
concerns were:
62% said lead paint
60% said paint disposal
10 PQI Magazine | Fall 2007
SURVEY SAYS…
PQI Consumer Research on Sustainability
PQI recently conducted an online
quantitative survey of 500 consumers
who have painted or purchased paint
within the past 12 months.The
purpose was to better understand
consumers’ views and opinions on
what it means to use sustainable
products, how important the envi-
ronment is to them and how they
get information on environmentally
friendly products.
13. VOC CONFUSION
Low-odor products are important to
consumers, yet many of them are not
sure what ingredients cause paint to
have a smell, or the effect of those
ingredients on indoor air quality.
In fact, nearly half of those surveyed
did not know the meaning ofVOC
and how paint companies are
addressing the issue.
INFORMATION SOURCES
When asked what factors most
affected why they did not buy
eco-friendly paint, respondents said:
50% did not know which companies
support environmental values
25% did not know where to buy
eco-friendly products
Respondents said paint companies can
help get their environmental message
into the hands of consumers by:
42% said to put the company’s envi-
ronmental message on the paint can
13% prefer pamphlets on the subject
at the paint counter
12% favor environmental information
on company websites
It may be because of this uncertainty
that the willingness to pay more for
an environmentally friendly product
varied significantly among respondents.
INDUSTRY
RECOMMENDATIONS
According to expert analysis of the
PQI survey, here are several steps
paint companies can take to better
promote their eco-friendly lines and
practices:
WHAT DO
SPECIFIERS THINK?
Home builders and architects are
also taking note of consumers’ green
building preferences. A recent survey
of home builders conducted by
Professional Builder magazine found
nearly 75 percent of builders
acknowledge they were more con-
scious of environmental goals at the
time of the survey than they were in
the previous five years. According to
builders, consumers are willing to pay
on average $2,495 extra for green
features. The products most
requested by consumers:
❖ formaldehyde-free insulation
❖ heat-recovery ventilation units
❖ solvent-free wood finishes
Homes are also getting smaller, as
consumers seek smaller abodes to
use less energy to heat and cool.
An online survey of 150 practicing
architects conducted in 2006 by
Fleishman-Hillard, Inc., proves
architects have also undergone an
upsurge in environmental awareness.
Respondents cited client demand as
the leading cause of the adoption of
green practices, outranking rising
energy costs, regulatory require-
ments, and government incentives.
One of the most significant green
trends in architecture is the use of
specialized design and energy-modeling
software to monitor and analyze a
structure’s energy consumption.
According to the survey, in 2001 ten
percent of architects were utilizing
software to analyze a majority of
their projects’ energy usage. Today,
25 percent report using the soft-
ware, and 53 percent predict they
will use the software for a majority
of their projects in five years.
These consumer and specifier
surveys share a common thread in
that opinions on the environment
and sustainability are always evolving.
That will make these issues the ones
to watch for many years to come. ❖
SURVEY SAYS
Use hard facts when promoting
eco-friendly products
Use market research to test
eco-friendly messaging,
positioning and values
Use paint can as major vehicle
to address key concerns, with
supplementary pamphlets
available in-store
1
2
3
PQI Magazine | Fall 2007 11
14. Ever since the Clean Air Act passed in 1970, the paint
industry has worked with the government to achieve
superior compliance with the law. Today’s modern coat-
ings have fewer VOCs than ever, without compromising
appearance or performance. And as regulations become
even stricter, the industry continues to research even
more advanced products.
In recent years, numerous organizations have founded
certification programs to promote the use of environmen-
tally responsible building materials. According to the web-
sites of the organizations listed here, they all offer a rating
system, seal of approval and promotion of their certified
products.Their inclusion here does not indicate PQI’s
endorsement or recommendation.
Achieving environmental certification requires some
research, and often a fee, to determine the right program
for each product and company. But it may also help
environmentally focused consumers
look for a green “seal of approval”
on the store shelves. ❖
GREEN STANDARD
For more information -
www.paint.org - the official site of the National Paint
and Coatings Association
www.paintinfo.com/mpi - Master Painters Institute
www.epa.gov - the Environmental Protection Agency
www.usgbc.org - the U.S. Green Building Council
www.greenseal.org - Green Seal certification
www.greenguard.org - Greenguard certification
www.scscertified.com - Scientific Certification Systems
Green Seal™
– This organization offers a spe-
cific paints and coatings certification program,
and uses standards based on industry collabora-
tion. Evaluation standards are
periodically reviewed and
edited for relevance and to
address changing values.
GreenguardSM
– Products are evaluated for
low chemical emissions and their contribution
to a healthy indoor environment. Certification is
offered in three main areas:
commercial buildings, schools/
daycares and products.
Greenguard offers a specific
program for paints and coatings.
Scientific Certification Systems®
–
The SCS tests according to scientifically
developed standards, and the SCS offers two
levels of certification for paints and coatings.
Products must meet strict
indoor air quality perfor-
mance standards to achieve
certification, and must be
re-examined annually to
maintain certification.
GREEN STANDARD
12 PQI Magazine | Fall 2007
15. GREEN
The best grades of paint offer
supreme durability, color retention
and performance characteristics that
keep your home looking beautiful for
up to 10 years.That long life cycle
means less money spent on repainting,
and less waste for the environment.
That’s good news
for everyone! ❖
PQIdeas
PQI Magazine | Fall 2007 13
HOUSEHelp save the planet and money, too, by
using top quality exterior acrylic latex paint.
ACRYLIC LATEX PAINT
COST PER YEAR
OF SERVICE
PAINT COST
LABOR COST
TOTAL COST
LIFESPAN (IN YEARS)
TOP QUALITY
$5000
$5700
÷10
$570
$700
LATEX PAINT
COST PER YEAR
OF SERVICE
PAINT COST
LABOR COST
TOTAL COST
LIFESPAN (IN YEARS)
ORDINARY
$5000
$5400
÷4
$1350
$400
✂Pleasecutalongdottedlineanddisplay.
16. oday’s consumers appreciate
earth-friendly products.
So be sure they know about top quality
100% acrylic water-based opaque stains.
They’re more environmentally responsible
than oil-based stains and offer quick, easy
cleanup with just soap and water.These
stains also offer superior resistance to
www.paintquality.com
cracking, flaking and mildew growth,
resist fading, and come in a variety of
colors. So tell your customers just how
“green” their next project can be.
Introduce them to a top quality acrylic
latex stain!
T
