Interior Architectural Coatings

By Kerry Pianoforte, Editor | January 14, 2014

The market for interior architectural coatings continues to improve, fueled by an improved housing market.

Interior architectural coatings manufacturers have reported that 2013 was a good year for them and are optimistic this upswing will continue.
“We saw high positive growth in 2013 due to an improved housing market and increased consumer confidence,” said Ethan Opolion, product manager at Dunn-Edwards. “We expect this trend to continue in 2014.”

Sherwin-Williams reported another positive year for interior architectural coatings also citing improvements in the housing market as having a positive impact. “There are more housing starts and we are seeing a positive impact on the interior architectural coatings market,” said Karl Schmitt, vice president of marketing research and design at Sherwin-Williams.

While color certainly plays a key role in choosing an interior paint, customers are also looking for outstanding performance characteristics.
“Customers look for key performance characteristics such as hide, stain resistance and flow and leveling,” said Opolion. “Increasingly, customers are also looking for ease-of-use and we see the success of self-priming paints.”

Increasingly customers are looking for greener products – paints that have low or no VOC or odor. Manufacturers of these types of coatings need to make sure that these products are not only good for the environment, but that they meet stringent performance standards.

Dunn Edwards’ “greener by design” mission is to provide the best performing paint and related supplies in a way that preserves the environment, conserves energy and material resources and protection human health and safety. This includes low and zero VOC paints, zero VOC colorants, EG-free paint and coatings produced in the world’s first LEED Gold-certified manufacturing plant.

Sherwin-Williams ColorCast EcoToner colorants, used to tint Emerald Emerald Paints and all other Sherwin-Williams latex and water-based coatings, do not add to the VOC content of any coating when tinted. While conventional industry tint systems can affect paint thickness and consistency, ColorCast EcoToner colorants maintain the paint’s full body after tinting, for maximum performance.  Sherwin-Williams ColorCast EcoToner colorants are certified to GREENGUARD standards for low chemical emissions into indoor air during product usage.

New Products
Sherwin-Williams has launched a number of new products for the interior architectural coatings market.
Emerald Interior Acrylic Latex Paint and Emerald Exterior Acrylic Latex Paint deliver best-in-class overall performance and industry-leading technology for premium paint jobs that demand both beauty and durability, giving professionals the quality and reliability they need.  

This interior paint provides exceptional hide, coverage, durability and washability with outstandingscrub, stain, block, water spotting and burnish resistance. It also contains antimicrobial agents that inhibit the growth of mold and mildew on the paint surface.

Emerald Interior Paint is available in all Sherwin-Williams colors and custom tints in matte, satin and semi-gloss. The paint is certified to GREENGUARD standards for low chemical emissions into indoor air during product usage. To learn more, see greenguard.org.

Emerald Interior meet the most stringent VOC regulations and are self-priming with a smooth, uniform appearance. The paint is suitable for a wide range of residential and commercial applications including hotels, offices and home interiors.  

Sherwin-Williams enhanced Harmony Interior Acrylic Latex Paint features innovations that help eliminate common odors and promote better indoor air quality by reducing airborne concentrations of formaldehyde and other aldehydes. Once the paint has dried, Harmony’s Formaldehyde Reducing Technology helps reduce the levels of volatile organic compounds (VOCs) from potential sources like insulation, carpet, furniture, fabrics and other building materials.

In addition to its odor eliminating and formaldehyde reducing technologies, Harmony Paint contains anti-microbial agents to inhibit the growth of mold and mildew on the paint film and related bacterial odors – helping to extend the life of the paint. Harmony Paint also delivers great hide and a durable finish that can withstand frequent washings.

Valspar Offers Insight into Color Trends for 2014
For 2014, Valspar predicts color palettes inspired by minimalism, blended traditions and customization will refresh and redefine homes. The 2014 color trend palettes include Zenergy, Time Traveler and Yours Truly which serve to restore spirits with a return to simplicity, reinvent style with expressions of creativity, and reconnect us to cultures and customs gone by. Colors in the palettes range from serene cool hues to grounded earthy tones to bold traditional colors, offering a wide variety of color choices to refresh any room in the home.
Kelly-Moore Color Trends for 2014
by Mary Lawlor, color marketing manager at Kelly-Moore Paints
As we enter the New Year it’s time to take a look at some of the colors that will be more prominent in 2014. We will also see some colors that will be going away – as well as colors that will be making a return:
What can we expect? What we expect to see in 2014 is a refreshed lighter palette of colors. These colors won’t necessarily be cleaner, but they won’t be as intense or dark as before. The colors will be more neutralized, but not quite a pastel (sometimes when we think of pastels, we think of Easter egg colors or candy colors). Think of these colors as more powdery. An example is color KM 5424 Gleaming Shells that is part of Kelly-Moore’s ColorStudio Collection.
As we see more lighter, fresher colors, we will also be losing a lot of the heaviness in colors (i.e. some of the dark tones).
These lighter colors come from a variety of influences. In the past, we’ve seen the heavily dark and saturated colors. The pendulum is now shifting and we’re moving back to lighter colors. We are still seeing an influence coming from high-end luxury interior design, such as pearled colors that are in fabrics. Even though we’ve been through a recession, our minds have not stopped thinking of luxury interior design. So this can be viewed as an optimistic palette of colors.
We continue to have some touches of influence based on where we come from (i.e. the many different cultures that surround us). A decade ago, we were talking about global colors. Now, we’re living it because we have today’s modern families, which is a blending of different cultures. As a result of this, we are now seeing colors put together that haven’t been put together before. Examples include a soft clean color (perhaps a pale peach) mixed with a potent color (like a purple) or a gold and turquoise mixed in with a yellow-influence neutral. These are largely in patterns for flooring or sofas, throw cushions and bedspreads. The blending of strong colors with pastel colors weaves seamlessly with our society of many different cultures. And that’s among the biggest influences of the colors for 2014.
Grey is the new beige:On the way out is the use of primary neutrals throughout our homes. In 2014, more people will step up and use more colors. The warm beige neutrals will be going away very quickly and we’re going to see grey coming in as the new neutrals (although the beiges will be going away kicking and screaming because those colors always worked with the fabrics and carpeting that have been in our homes for quite some time). As the home fashion industry steps up and changes over to the grey colors, and as the consumer replaces items in their homes, they will take on grey in their wall colors as well. Kelly-Moore’s KM5826 Volcanic Rock and KM5819 Rotunda White are examples of the new greys of 2014.
Also on the way out are colors that are more complementary to beige (i.e. yellows). We’re seeing yellow shift to more red, so it’s becoming a coral (and corals are friendlier to grey). Lavenders are friendly to grey as well. A lot of the olive tones will also go away. Finally, the Tuscan influences we have seen over the decade are on the way out. 
What is coming back?The New Year will welcome sea greens and lavenders. Also coming back are the misty blues. Such example is Kelly-Moore’s KM5032 Soft Blue.
What will stay the same in 2014?Metallic finishes continue to be popular with that brushed nickel influence. The platinum influence also remains popular. 

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